6 minute read
Visit Greenwich
It’s happening in Greenwich
As the country recovers from the coronavirus pandemic, people are starting to spend the money they’ve saved for coming out of lockdown. That, of course, is good news for the tourism industry, which has been hit harder than most during the last 16 months.
In the UK, tourism is big business – at least, it is in normal times when there’s no pandemic to hinder its growth. Pre-pandemic, VisitBritain predicted that tourism would be worth more than £257 billion by 2025, just under 10% of UK GDP and support almost 3.8 million jobs, which is around 11% of total UK jobs. For 2021, VisitBritain’s forecast for inbound tourism is for £6.2 billion to be spent by visiting international tourists, only 22% of the 2019 level. For domestic tourism, VisitBritain forecasts a recovery to £51.4bn; this is up 51% compared to 2020 but still only 56% of the level of spending seen in 2019.
In London, the Royal Borough of Greenwich already makes a significant contribution to this vital sector; in 2019 – a year of record levels of 20m visitor numbers and £1.5bn spend - Visit Greenwich was predicting that the value of the borough’s visitor economy would be on track to grow to £1.6 billion by 2023. With the forecast from VisitBritain, it is expected that 2021 will be 60% of 2019 levels and needing to wait until 2023 to see a return to the levels of 2019.
This year, there’s plenty happening in Greenwich to aid the recovery, with the opening of new bars and restaurants; eye-catching art installations and picturesque walks on Greenwich Peninsula; an eclectic range of events to suit all types of audience, and major investment from businesses in the form of new housing, offices and public spaces. Visit Greenwich, which is responsible for tourism in the borough, is busily engaging with businesses and the local public, informing them of the exciting activities and events to come in the next few months. There are signs that this approach is working, particularly on social media. Visit Greenwich ranks 16th in Digital Visitor’s list of top UK destination management organisations (DMOs) for how well they engage with their followers on Instagram. Visit Greenwich is the only DMO in London to be ranked in the top 20. The organisation is currently overseeing several campaigns that are designed to drive footfall and spend to the borough. These include:
It’s Time to Escape the Everyday
Escape the Everyday (ETE) launched on 17 May and runs through to 31 July, funded by VisitEngland. The campaign is targeting pre-nesters and families with pre-school children. The aim of the campaign is to drive bookings of the experiences that are directly bookable on the Visit Greenwich website. There are over 20 bookable experiences, with more continuing to come on stream.
❛❛We have been successful in bidding for Additional Restrictions Grants funding via the Royal Borough of Greenwich so that we can invest in this vital campaign, Let’s Do London, to give Greenwich a strong position alongside other destinations across London including the West End, Southbank and City of London.❜❜ 3 What’s On Highlights Festival of Hope: Children’s Art Exhibition at
The website has recently been redeveloped to allow lots of new inspirational content to drive bookings, including video, travel guide, suggested itineraries and reassurance messages highlighting places that have the “We’re Good to Go” accreditation.
The funding has enabled a paid media plan which includes Secret London, Time Out London, digital ads and paid social including Greenwich-based influencers Hand Luggage Only. There is also marketing support from VisitEngland and Visit London. For more information visit
visitgreenwich.org.uk/escape-theeveryday
Let’s Do London tourism recovery
Visit Greenwich is an official partner in London’s tourism recovery marketing campaign, supported by the Mayor of London, London & Partners and industry businesses. Barrie Kelly, CEO at Visit Greenwich stated that “We have been successful in bidding for Additional Restrictions Grants funding via the Royal Borough of Greenwich to be able to invest in this vital campaign, Let’s Do London, to give Greenwich a strong position alongside other destinations across London including the West End, Southbank and City of London.” All tourism businesses are invited to back the campaign and make use of the toolkit to show their support. The toolkit can be found at
londonandpartners.com/about-us/ london-recovery
It’s About Time joint destination campaign
It’s About Time is a staycation campaign running from July to December. The campaign is targeting the UK, with a particular focus on London and south east England, for short breaks and days out. There are several target market segments within this including heritage and culture seekers and families. The campaign includes new assets that will be used on Visit Greenwich’s and campaign sponsors’ channels plus a media plan working with influencers, radio, social media and digital display. Activity also includes a rail contra-marketing partnership with Thameslink and Southeastern to target their southeast audiences.
Confirmed partners are: Uber Boat by Thames Clippers, City Cruises, English Heritage, Greenwich Market, InterContinental London - The O2, Maritime Greenwich World Heritage Site, The O2, Old Royal Naval College and Royal Museums Greenwich.
Big Lottery funding
Visit Greenwich has commenced work on its new Big Lottery Fund project that aims to use culture to encourage harder-to-reach communities to engage with the tourism industry. The funding is being used to support the delivery of Royal Museum of Greenwich’s Cutty Sark Youth Takeover programme, culminating with a public event on 16 July. VG is also working with Tramshed, Volunteers Centre Greenwich and the Greenwich Cultural Forum to help to train 30 people in event volunteering.
The O2, until end July. Over 200 pieces of art by talented children around the UK, inspired by the sense of the community that the pandemic has invoked. 3 Candlelight Open Air concerts. Dates in
July and August. Royal Museums Greenwich grounds. 3 London in the Sky. Until 26 September.
Peninsula Square. Unforgettable sky-high dining! 3 Royal Greenwich Festivals. From now to end
September, throughout the Royal Borough, including Together 21, Sat 21 August, Charlton
Park; and ParksFest 21, a festival of open air and free cultural entertainment in Greenwich’s parks and open spaces. 3 Summer Sessions at The Tide, Greenwich
Peninsula. Set against a colourful festival quarter designed by British-Nigerian artist Yinka
Ilori, the free events programme is packed with music, films, culture, food trucks and pop-up bars. Every weekend until September. 3 500 Years of Mischief and Mayhem in
Greenwich. Explore the history of the Old Royal
Naval College with award-winning illustrator
Nick Ellwood. Until October 2021. 3 Tudors to Windsors: British Royal Portraits, a major exhibition exploring royal portraiture,
National Maritime Museum, until 31 October. 3 Vitality Big Half finishes at Cutty Sark and
Festival site in Greenwich Park 22 August. 3 Greenwich + Docklands International Festival. 27 August to 11 September. Including Borealis, a mesmerising night-time installation bringing the experience of the Northern Lights to
Greenwich and Woolwich. 3 Open House London. 4 to 12 September, across the Borough and the capital. 3 Greenwich Comedy Festival. A line-up of comedy marvels paired with street-food, craft beer and more. National Maritime Museum, 15 to 19 September. 3 Opening of Woolwich Works. 23 September,
Royal Arsenal. Exciting new programme of unique live shows, art exhibitions and first-class workshops from world renowned artists; a reflection of Woolwich Works’ commitment to championing new, diverse and local talent.
