Evaluation of a Tourist Attraction in London Harvard Case Solution & Analysis

 Evaluation of a Tourist Attraction in London Case Solution

Furthermore, the city received half of all inbound visits to the UK with around 19.1 million visits in the year 2018 and 18.8 million overnight stays outside London. Additionally, it is estimated by the EY that the international visitors contributed £12.9bn in GVA to the economy of London in the year 2017, which is equivalent to 3 percent of overall economy of London, supporting 309000 full-time equivalent employment opportunities and around 8 percent of total employment of London(NEWS, 2019). Based on the analysis; it is envisioned that the visits to London would reach 40.4 million in 2025. Approximately 25.7 million are estimated to be international visitors.

The UK government is attempting to expand the tourism industry by strengthening the consumer’s trust based on improved hygiene measures, fl-exile booking, insurance and cancellation. The leveling up agenda of government is focused on regional growth, including:plans: to attract national & international visitors to the renowned destinations of London. Furthermore, the mayor has pledged to support the hotels’ development at opportune locations &town centers in the outskirts of London, with an excellent connections to city center to share the social and economic benefits of tourism more fairly-across London.

Previous research (Kim, 2008) stipulated that the tourist satisfaction is of paramount importance. Notwithstanding the significance of the satisfaction of tourist in tourism marketing & research and its effects on the overall economy remains elusive (D.A. Baker, 2000) since attracting the first-time visitors most likely requires higher cost of marketing as compared to retaining the repeat visitors (S. Shoemaker, 1999). The growth of the tourism industry is hugely based on the visitor’s positive experience and personal satisfaction. The more satisfied visitors are more likely to recommend as well as revisit the place or destination (J.L. Crompton, 1995). Moreover, it is also stipulated by (M. Kozak, 2000) that the tourists’ satisfaction is major determinant of their intention to revisit the similar place again in the near future.

SWOT analysis


The tourism industry plays an inevitable part for London as it employs 700000 people as well as contributes £36 billion a year to the economy.Furthermore, the tourism industry of London helps in strengthening the reputation of London as a welcoming and open-global city. Moreover, the economic advantage of tourism is massive as it boost the economic, develops-infrastructure, creates thousands of jobs & plants a sense of cultural exchange between the citizens and the foreigners.


The poor air quality in London is becoming a major cause of concern with particulate levels at various locations being higher as compared to those recorded in smoggy Beijing(Pile, 2017). In the wake of the global pandemic; the tourism industry of London is adversely affected, resulting in a slump in tourism demand, which in turn threatens the position of London as one of the world’s premier hubs for leisure travel (NEWS B. , 2020). Also, the tourism industry of London has flattened due to the rail cost & issues and fears of terrorism.(Brown, 2018).Since the tourism industry of London has grown increasingly dependent on EU workers, making up 26.7% of the sector’s employees. Thus, the uncertainty around UK leaving the EU, creates issues in its ability to recruit workers outside the UK.


The government of UK could accelerate its efforts on creating a world-class experience of visitor to grow the tourist sector of London, which could be achieved by exploiting the opportunities of convincing a greater number of visitors to select London by attracting more first- time visitors, drawing more visitors during the off-peak season & directing them towards places that have capacity. Additionally, the visitors must be ensured that London could accommodate and sustain an increasing number of visitors, investing in amenities, culture& digital infrastructure.


The tourist industry of the world is characterized by high rivalry, capacity & regulatory constraints. Furthermore, the competition is increasing at the rapid pace, because of the increasing economic benefits of the tourism industry.The main competitors include: Athens, Lisbon, Amsterdam, Berlin, Madrid, Rome and Paris. The cities throughout the world have been benefiting from the parallel surge in the visitors, specifically from the emerging markets & market share of London is being eroded. In addition, the growing tourism sector of London is facing various challenges, such as: UK’s departure from EU – which in turn is accusing certainty over the recruitment & the capacity constrains with the capacity of airport in particular, in-trying to keep pace with the visitors’ demands.

Conclusion and Recommendation

Based on the current concerns being faced by the tourism industry of London; the collective recommendation are set out to improve the visitor’s experience and to expand the tourism industry. The vision of expanding the tourism industry could be achieved by attracting the first-time visitors from the markets with strong growth potential. The young adults and families are included in key first-time visitors to be targeted within these markets. The government should curate content on themed months or seasons to create incentives to travel during off-peak period, turning current events in off-peak months into more internationally recognized and larger occasions, encouraging further alignment and collaboration across the range of public and private sector to promote, delivering and securing major off-peak events.

Additionally, the government is recommended to bring cultural-content digitally to life and use multiple language social media channels, existing media and new technologies-including virtual reality, in order to to broaden the reach of culture of London and to promote it to the international audience. Furthermore, the visitors’ access to digital information and digital infrastructure-must be improved. By doing so, the tourism industry of London would thrive in the near future.........................

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