London & Partners is the official promotional organisation for London, marketing the capital to international tourists, businesses and students. Funded by the Mayor of London and by a pool of commercial partners, the agency had to demonstrate the returns from public and private investments. Elisa Conti developed and managed the economic impact project thorugh a series of surveys with London & Partners’ audiences: users of visitlondon.com and studylondon.ac.uk; FDI businesses supported by the organisation; corporates and associations hosting their events in London and using the services of the Convention Bureau; spectators and organisers of major sporting events in the capital. The data generated by the surveys were combined with data from the official statistics (ONS) and information from google analytics to populate economic impact models designed ad-hoc for the evaluation project. The models estimate additional value added and jobs generated by destination marketing activities delivered by London & Partners. The economic impact models were recognised as best practice by the GLA and by national tourism and promotional bodies.
The work was published by GLA Economics: