6 minute read
Visit Greenwich
The Return of Tourism
As the UK recovers from a second year of the pandemic, the tourism industry is ready and waiting to welcome back visitors from overseas.
Before the pandemic, VisitBritain forecast that tourism would be worth more than £257 billion by 2025, just under 10% of UK GDP and supporting 3.7 million jobs - around 11% of the UK total. The sector was predicted to grow at an annual rate of 3.8%, significantly faster than the overall UK economy and other sectors such as manufacturing, construction and retail. Unfortunately, much has changed in the last 24 months.
For 2021, VisitBritain estimated that inbound tourism spend would be £6.2 billion, just 22% of the 2019 level while domestic tourism spend was forecast as £56.2bn. 65% up on 2020, yet still only 61% of the level of spending seen in 2019. This year, after a difficult start due to the Omicron variant, figures are set for a gradual increase in inbound volume and value throughout the rest of 2022. With traveller confidence returning and the easing of travel restrictions, inbound visits are forecast to increase to 21.1 million and spending to £16.9 billion – three times that of 2021. By the end of 2022 it is estimated that visits will have recovered to around two thirds of pre-COVID levels, with the hope of seeing a rise back to “normal” by 2025. The Royal Borough of Greenwich makes a significant contribution to this vibrant and vital sector, and this year there is plenty happening in the home of time to aid recovery. From the launch of brand new visitor experiences like the Cutty Sark Rig Climb and immersive events such as Dreamachine and Punchdrunk’s The Burnt City in the heart of Woolwich’s cultural district, to the opening of new shops, bars, restaurants and art installations borough-wide. Responsible for tourism in the Royal Borough, Visit Greenwich is busy planning for the year ahead, working with partners and local businesses to oversee a number of campaigns designed to drive footfall and spend in the area.
Escape the Everyday
Visit Greenwich recently learned of its success in bidding for a second round of Visit England’s Escape the Everyday funding. Running from April to June, the Destination Management Organisation will be working with the City of London, other London World Heritage Sites and Royal Boroughs on a domestic marketing campaign targeting pre-nesters to inspire them to book a short break by showcasing the incredible experiences that the area has to offer.
The campaign will position Greenwich as an unmissable day out and as base for staycations, giving visitors the opportunity to enjoy the best of both worlds of Greenwich and central London, with the river Thames playing a vital role as an exciting experience and link between the areas.
The Visit Greenwich website will be updated with a new landing page, hosting a range of incredible bookable product and inspirational content to drive bookings such as itineraries and guides. They will also be working with local dog influencer Le Corgi, who was a popular part of last year’s campaign.
Summer Destination Campaign
After the success of 2021’s “It’s About Time” campaign, Visit Greenwich will again be harnessing the power of its partnership on another summer destination campaign for 2022. Reaching around 7.5 million people, generating £2.3m spend and providing an ROI of 45:1, the original campaign proved that partnership working was the way forward during tough times for the sector. With an incredible list of anniversaries, new events and of course the Queen’s Platinum Jubilee set for this year, paired with collaborative sales missions to the US, there is every hope that the results of this year can exceed those of 2021. There are four key markets that the campaign will target – Local Greenwich, Local London, SE England and people visiting central London (both domestic and inbound), with a particular focus on dispersal. Resources for the campaign will be pooled from partners and will be invested in a range of activities both on and offline, starting from July. There are a good many businesses and organisations in the area that operate in the visitor economy and can play a vital part to grow the destination. Contact Visit Greenwich to discuss opportunities to join as a partner, working together to build a strong recovery.
Contact partnership@visitgreenwich.org.uk
2022 Highlights
The Burnt City, Woolwich Works
Enter an immersive experience set in the backstreets of Troy as Greece teeters on the brink of victory.
Until 28th August. Canaletto's Venice Revisited, National Maritime Museum
A new major exhibition displaying the complete set of 24 Venetian views painted by Canaletto in the 1730s.
Until 25 September. London in the Sky, Greenwich Peninsula
Drinking and dining experiences, served 100ft in the sky with truly unique views of the capital. 28th April - 30th June.
Dreamachine, Woolwich Public Market
A unique, immersive experience. Sit back, close your eyes and embark on a once-in-alifetime journey to explore the extraordinary potential of your own mind. 10 May - 24 July.
Urban Village Fete, Greenwich Peninsula
Explore free workshops, talks and entertainment, eclectic local traders and spectacular street food in the sunshine.
15 May. The Grotteaux, Woolwich Works
The most glamorous and hotly anticipated cabaret of the year is back after a springtime makeover! 18 May - 4 June
The Queen's Platinum Jubliee & Bank Holiday Weekend
Look out for a whole host of events across the Borough to celebrate the Queen’s Platinum Jubilee, from street parties and picnics to the return of Royal Greenwich Together 2022. 2 - 5 June.
Cutty Sark Rig Climb, Cutty Sark
For the first time, visitors to Cutty Sark will be able to climb the famous ship's masts and enjoy views London like no other.
Medieval Season, Eltham Palace and Gardens
From jester workshops, have-a-go archery and squire training to lessons in courtly etiquette, there will be a different activity each week throughout the summer, plus the annual Legendary Joust! 23 Jul - 4 Sept.
Greenwich + Docklands International Festival
London’s leading festival of free outdoor theatre and performing arts returns for 17 days of incredible events across the Royal Borough and beyond.
26 August - 11 September. Vitality Big Half
A 13 mile race through London finishing at the iconic Cutty Sark followed by a fun festival in Greenwich Park. 4 September.
Greenwich Comedy Festival, National Maritime Museum grounds
Back once again for an open-air spectacular featuring the absolute finest in comedy paired with craft beers, street food and more. 14 - 18 September.
Laver Cup London 2022, The O2
Tennis superstars Rafael Nadal and Roger Federer will be teaming up for the fifth edition of the Laver Cup. 23 - 25 September.
TCS London Marathon
Follow the race as it starts in leafy Greenwich Park before weaving its way through Charlton, Woolwich and around the Cutty Sark before heading into central London. 2 October.
Christmas in Greenwich
Experience Greenwich as it transforms for the winter, with the annual light switch-on, Queen’s House Ice Rink, festive markets and more. From mid-November.
