Make the most of London's tourism economy

London's tourism economy is booming, drawing millions of visitors arriving each year.

It's an ideal moment to increase sales, get brand exposure and make the most of this unique opportunity.

International and domestic travellers are hungry for the London experience, which provides plenty of ground for your small business to get creative and test out innovative new products or set new memorable experiences.

Understanding tourism in London

London was ranked as the most visited destination in 2025, among cities like Paris and Tokyo, with an increase in the number of visitors each year.

Tourism in the UK also represents about 4% of the gross domestic product (GDP) – that's more than £140 billion of revenue generated – and the tourism economy alone is estimated to employ 2.4 million people (of 1 in 15 roles across the country).

Tourism doesn't just mean more footfall in busy central London areas.

With tourists willing to travel further for the right local market or exciting new experiences, this could be the opportunity that reignites your creativity and passion for running your business.

Benefits of London's tourism economy

Entrepreneurship

With plenty of new experiences and attractions, London is a city that keeps innovating.

This means there's always a market gap somewhere waiting to be filled. Your creative entrepreneurship could become the solution to a tourist's problem.

Job creation

Seasonal peak times across the summer and the festive period boost job creation in the tourism economy and give many Londoners the chance to showcase their passion for industries such as retail, hospitality, food and drink or entertainment.

In turn, these booming industries make London an exciting place to live in and visit (again and again!).

Supply chain resilience

With more orders, more customers or more of your services being booked, this means finding newer suppliers who are ready to deliver whatever you need on time.

By leveraging the tourism economy, you're also building more dynamic, quality-driven supply chains around you.

Community

Plenty of local communities have been supported by London's tourism economy, such as local markets and community hubs.

The best part is that tourism spending in your local area also means more money going into the local services that are around you, from bus routes to seasonal events, which in turn attract even more people to your local business.

Make the most of the tourism economy – actionable steps

Step 1: build your social media strategy with international visitors in mind

For many visitors to London, planning an itinerary and discovering local businesses that match their interests is one of the first things they do.

Your social media is often the first place a potential customer looks when they're considering a new product or service.

With travellers reaching out to Instagram, TikTok and online reviews to find inspiration for their visit to London, your online presence matters.

Social media also lets you spark "wanderlust" by helping visitors picture themselves in your space before they even travel.

Eye-catching visuals, short videos and aspirational captions can make position your business as a must-visit stop on their London trip.

Make sure you clearly show your premises and highlight any promotions you're offering for special occasions, such as religious holidays or seasonal periods.

Investing in your social media strategy helps your business reach new customers, build brand reputation and generate more awareness or sales.

You can research your local competitors and understand what seems to be working for them, then build your social media presence around your own values.

It's also worth using tourism focused hashtags such as #VisitLondon, #LondonTrip, #HiddenGemsLondon or location-based tags like your neighbourhood or nearest Tube station. These help international visitors discover businesses when planning their trip.

Instagram and TikTok work well for visually led businesses, such as fashion or retail brands, food businesses, beauty treatments or entertainment venues.

If you're looking to build on community recommendations, Facebook can also be a valuable channel.

Using relevant keywords and phrases like "hidden gem", "must-visit", "near [landmark]", or "perfect for your London itinerary", helps tourists understand why your business deserves a spot on their list.

Encourage engagement by prompting interactions, for example:

• Tag someone you're travelling to London with.

• Tag a friend who needs a holiday.

• Save this for your next London trip.

These small prompts signal to social platforms that your content is valuable, helping you reach a wider audience of tourists.

For content inspiration, share behind-the-scenes moments from your business, local knowledge, hidden gems in your area and testimonials from tourists, especially in their own language.

Step 2: include tourists in your market research

It may seem unnecessary to include international visitors in your market research at first, but this is where a lot of business potential gets lost.

Without a clear understanding of the tourism landscape in your local area, you could be missing out on visitors with unique needs that won't find your business unless you take action to tailor your offering to them.

For tourists, convenience isn't as relevant as for local Londoners.

Focus on providing a welcoming experience, any interesting facts or heritage associated with your business and most of all, create an environment to learn, relax or simply take nice pictures for their Instagram or Facebook albums!

Step 3: make your business accessible to non-English speakers

Some tourists visiting London may have little to no knowledge of the English language.

By adapting your website, flyers or even display signage, you're welcoming a new wave of clients who would otherwise skip your business.

Try to include a number of language options in your promotional materials where you're hoping to reach more tourists.

This can also be an exciting activity if you employ any staff who speak additional languages, as they may be comfortable speaking in their native or second language in front of the camera for your social media, or even help you write for the business website.

Step 4: build local partnerships

Tourists don't just visit a single business and call it a day.

In fact, your business is likely to be part of a wider itinerary, either due to your convenient location or just your local charm.

By partnering with other businesses in the area, you can take some of the legwork of planning a trip and instead create the itinerary that puts you and other local businesses at the centre of the trip!

Your neighbouring businesses could also offer services or products that complement your own offer.

For example:

• If you run a coffee shop, you may want to partner with a local bookshop to offer two-for-one deals on your coffee if someone buys a set number of books there. This means that your clients visit other local businesses, but you also get increased footfall.

• If you're a restaurant loved by your local community, consider partnering with a nearby hotel to offer a special London-themed menu for their guests.

• If you're running a stall at a street market, you could join efforts with museums and galleries to offer your special treats or souvenirs to their groups.

You can also collaborate with local businesses to develop simple themed itineraries, such as "hidden gems of Shoreditch".

This helps tourists navigate the area while discovering different independent spots along the way.

Another option is to work with walking tour companies to curate combined experiences that blend food, wine, local art or crafts with their routes.

These partnerships benefit you, but they're also a big advantage for other businesses operating in your area. It's win/win and you get to promote your passion to an international audience.

Step 5: managing seasonal peaks and cultural events

Seasonal peaks

Your local business may well have seasonal peaks of its own, but the tourism economy can actually help you increase sales during quieter periods.

If you notice a decrease in clients across the summer, for instance, catering to tourists from June to September can help stabilise revenue throughout the year.

And don't forget that London attracts plenty of UK visitors on day trips or weekend getaways.

If you're a craft studio that notices a fall in bookings in summer, you could introduce drop-in sessions, shorter 45-minute workshops for visitors with limited time, or even a "make your own London souvenir" experience.

If you run a personal training business and notice lots of clients going on holiday, consider partnering with local hotels to offer one-off or short-term sessions.

Tailor your language, create seasonal promotions or bundles, or even run outdoor fitness bootcamps in one of London's iconic parks.

Christmas is also a busy season in London, with a peak in tourism starting from early November.

This could be a good chance to offer the perfect gift set for the holiday season or create a seasonal offering to attract more visitors.

Tourists aren't just visiting a small number of attractions in zone one. In reality, hotel occupancy in outer London is just as high, meaning your business could be exactly what a visitor is searching for.

Cultural events

These are another big way of pulling in visitors to London. Concerts, West End shows, festivals and sporting events all bring in thousands of people looking for a place to eat, shop and even rest.

If you're a local business, you can make the most of these cultural events by adding a themed twist or creating a bespoke offer.

If you're a bakery or cafe, why not introduce a new menu inspired by a concert residency at Wembley or tennis-themed cupcakes for Wimbledon in July?

It's also worth thinking about if your business can support visitors before or after an event: early menus for theatregoers, football match-day specials or late evening check-ins for hotel guests.

The opportunity for growth

London is a great place to start or grow a business, and the untapped opportunity that tourism offers could be exactly what you need to manage quieter periods or expand your company.

If you do research on your local area, remember to also research the tourism needs and spending around you.

You could be surprised by how much tourism can bring to your business and get creative with your offering, your social media and how you put your brand out there.

This, in turn, is already helping you improve your presence on the local high street or with your regular London clients.

Read more

• How to measure the impact of your social media marketing

• TikTok: how to build a strong online presence

• Instagram for London SMEs: a simple guide to doing more with less

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