EXECUTIVE SUMMARY Cutty Sark Courtesy of Maritime Greenwich World Heritage Site Steering Group 4
0.1 This Strategy and Action Plan The publication of this <strong>strategy</strong> reflects the London Development Agency’s (LDA) commitment to devolving budgets and delivery of strategic priorities to <strong>sub</strong>-<strong>regional</strong> level. This <strong>strategy</strong> and <strong>action</strong> plan cover a period of transition from a more centralised system of <strong>tourism</strong> support to one which recognises the importance of local knowledge and local ownership. Some parts of the <strong>strategy</strong> are deliberately ‘generic’ in that they apply across London’s <strong>sub</strong>-regions. Other sections are focused on the key assets and issues of East London. The process of developing this document, facilitated by Locum Destination Consulting on behalf of the LDA, reflects an emerging partnership between the LDA, TourEast London (TEL), Visit London (VL), the Boroughs and the <strong>tourism</strong> industry across the <strong>sub</strong>-region. Extensive consultation with all stakeholders has fed into this <strong>strategy</strong>. A consultation paper was widely circulated and received a <strong>sub</strong>stantial response from private and public sector partners in East London. A series of meetings with Borough representatives, and three consultation seminars, also fed into the first draft of the <strong>strategy</strong>. The first draft was circulated widely, and received detailed responses from a range of stakeholders. This <strong>strategy</strong> has been <strong>sub</strong>stantially revised in light of this feedback. (See Appendix 0 for a list of consultees). The overarching aim is to deliver the Mayor’s vision for a strong, well-supported <strong>tourism</strong> industry right across the capital. The Mayor has highlighted Growth, Diversity, Dispersal and Resources as the key planks of his <strong>strategy</strong> for <strong>tourism</strong>. Sub-<strong>regional</strong> empowerment is critical in all four areas. (See Appendix 1 for more on the Mayor’s Strategy and the 3-year Tourism Action Plan (TAP) for London, which set the context for this <strong>strategy</strong>.) Enhancing the scope and capacity of a key delivery agency for each <strong>sub</strong>-region is a critical success factor to the delivery of the whole TAP and in addressing the Mayor’s vision. 0.2 The Sub-Region of East London This is a <strong>strategy</strong> and <strong>action</strong> plan for East London, one of London’s five <strong>sub</strong>-regions as defined by the London Learning and Skills Council <strong>sub</strong>-<strong>regional</strong> boundaries which are now widely accepted by the Mayor and GLA family, including the LDA. The East London <strong>sub</strong>-region includes: Corporation of the City of London and the Boroughs of Barking & Dagenham, Bexley, Greenwich, Hackney, Havering, Lewisham, Newham, Redbridge, and Tower Hamlets. (See Appendix 2 for the East London Development Context.) East London already contains some of London’s most important tourist destinations including two World Heritage Sites: the Tower of London and Maritime Greenwich. The Tower of London and Tower Bridge are icons of the capital, as are St Paul’s and the financial core of the City. Maritime Greenwich is internationally known for the Meridian Line, the National Maritime Museum, the Observatory and Cutty Sark. Canary Wharf, ExCeL and new attr<strong>action</strong>s such as Silvertown Aquarium are emerging from the ruins of London’s docks. The Dome will soon be a significant new destination. East London is home to some of the most vibrant cultural and arts activity in the city, thriving street markets and the multicultural buzz for which Brick Lane has become famous. East London is also home to important <strong>tourism</strong> assets such as William Morris’s Red House and The Museum of Childhood, Bethnal Green (a branch of the V&A). The <strong>sub</strong>-region has remarkable natural resources: London’s greenest Boroughs (Havering and Bexley), Rainham Marshes (set to become the London Riverside Conservation Park) and of course the Thames. This <strong>strategy</strong> and <strong>action</strong> plan aim to support the growth of the East London <strong>tourism</strong> industry and ensure that the future of London’s <strong>tourism</strong> (as of so much else) is truly looking East. East London is too diverse to act under a single brand umbrella. This <strong>strategy</strong> aims to support the ‘destination brands’ within the <strong>sub</strong>-region, and at the same time encourage joint marketing initiatives and other forms of collaboration within and across the East London <strong>sub</strong>-region which will add value to <strong>tourism</strong> businesses. 5
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