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Section 5

Open to the World

The West End pulls above its weight in London’s tourism economy as the first-choice destination for millions of international tourists seeking world-class retail, leisure and entertainment. 2025 saw international visitors to the West End grow by 11.8%, demonstrating the district’s growing appeal.

New West End Company’s Global Benchmark Report, published in June 2026, revealed London is the most consistently competitive global city compared to 12 other international cities, ranking in the top five for culture, innovation, tourism and long-term economic potential. Yet London also ranked in last place for policy competitiveness, is the third most expensive city for a three-night break, has the highest public transport costs and is one of only four cities without a shopping incentive scheme.¹

In order to retain its global edge, New West End Company’s tourism policy asks include:

1.

Alongside calls to reinstate tax-free shopping for international shoppers, New West End Company is exploring an alternative scheme to encourage spend across retail, hospitality and leisure right across the country.

2

An Overnight Visitor Levy that it is proportionate, in line with global standards, and reinvested back into the areas where it’s generated. New West End Company proposes the organisation receives a delivery-partner share of the West End revenue, helping to channel the funds on tourism-facing activity such as security, street cleaning and destination activation, adding to New West End Company’s existing workstreams and the £60 million already committed by its members towards these operations.

3

Supportive of members calling for an extension of Sunday trading hours within the West End International Centre.

¹ Unlocking the London Advantage, NWEC’s global benchmarking report, 2026 

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“The West End attracts millions of visitors every year, and for good reason. It is home to exceptional shops, restaurants, hotels and cultural experiences, supported by significant private investment in security, public realm and the visitor experience. Businesses are already investing in the West End’s future; government must work alongside them to unlock further growth in London and the UK. Open for Growth sets out the path to do just that.”

Sandeep Bhalla
Managing Director, The Connaught

Our Plan

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