New City destination brand and website launched to boost Square Mile leisure economy

A major new City of London destination brand and website  - – is launching today marking a “generational opportunity to write a new chapter in the City’s history”.

The platform will showcase the best of the City’s consumer offer to London, UK, and international visitors - promoting its world-leading culture, heritage, attractions, experiences, hotels, pubs, bars, and restaurants.

Speaking to an audience of leading political, media, travel, tourism, and City business figures last night, the City of London Corporation’s Policy Chairman, Chris Hayward, said the new consumer brand and marketing channels will “tell the City’s story, complementing the promotional platforms of our partners, and supporting City businesses.”

It is a pivotal moment for the City Corporation’s flagship Destination City programme, which sets out a vision for the Square Mile to become a world-leading leisure destination for UK and global visitors, workers, and residents to enjoy.

Mr Hayward said the new brand and website will play a key role in making the City of London a “thriving, seven-day-a-week destination, powering the City’s recovery”, driving footfall and spend, and future economic vitality.

He said: “By making the City’s voice heard; by speaking about the opportunities for like-minded brands, organisations, and investors to get involved; by working together; we can redefine the Square Mile as a destination of choice for years to come.”

Mr Hayward said that when he became political leader of the City Corporation a year ago, he made recovery from the pandemic his “core priority”.

He said that total jobs in the City have increased to a record high of over 587,000 in 2021, with City Tube journeys now at around 80% of 2019 levels across the whole week, and weekend activity is now above pre-pandemic levels.

City attractions welcomed 4.9 million visitors in 2022, including the Barbican performing arts centre, the largest of its kind in Europe.

The City’s iconic Sky Garden, London’s highest garden, hit 10 million visitors this year. And the Elizabeth Line brings an extra 1.5 million people to within a 45-minute commute of the City.

The Migration Museum is making the City its permanent home. A place exploring how the movement of people to and from the City has shaped who we are today.

And the Museum of London has embarked upon an extraordinary journey with Londoners to create a world-class new museum in the heart of West Smithfield, due to open in 2026.


 About the City of London Corporation

 The City of London Corporation is the governing body of the Square Mile dedicated to a vibrant and thriving City, supporting a diverse and sustainable London within a globally-successful UK.

 About Destination City:

The City of London Corporation’s flagship Destination City programme sets out a vision for the Square Mile to become a world-leading leisure destination for UK and global visitors, workers, and residents to enjoy.

Find out more about the Destination City Programme here: