On 12 March, London & Partners hosted this year's edition of the Tourism Means Business conference, the premier annual conference and networking event for the capital’s tourism, hospitality, and culture sector.
This year’s programme focused on exploring the global market trends, tourism insights, and audiences shaping London’s future competitiveness. The conference agenda was packed with insightful discussions and presentations on how London’s experience economy continues to be a powerful driver of growth, innovation and global appeal for the city.
Our South Bank BID CEO Nic Durston featured on this year's programme as a panellist in the discussion "From Locals to Long-Haul: How Different Audiences Experience the Capital”, alongside Natasha Syed, Travel Lead at JCDecaux, Olympia Estates CEO Michael Volkert and Simon McCaugherty from London & Partners.
The panel discussion was a thoughtful conversation on how visitor behaviour is evolving - from the growing importance of experiences over destinations, to the need to better understand the different motivations of international visitors, Londoners, residents, workers and local communities.
A strong theme throughout was the importance of data, insight and collaboration in shaping places that feel welcoming, distinctive and relevant to a wide range of audiences.
Among the key takeaways from this year's conference, several topics stood out as prominent for leading London destinations like South Bank, including:
Experiences drive travel decisions
Visitors are increasingly choosing destinations based on the experiences they offer – culture, food, events and neighbourhood discovery – rather than simply the place itself.
Audiences are more diverse than ever
London’s visitor economy must balance the needs of international tourists, domestic visitors, workers, residents and students – often all within the same neighbourhood, and South Bank is a classic example of that.
Data and insight are essential
Understanding audience motivations, behaviours and trends helps destinations shape better experiences and make smarter decisions.
Visitors want deeper, more authentic exploration
There is growing demand for slower travel – spending longer in places, exploring neighbourhoods and discovering less crowded areas.
Value matters more than ever
With cost pressures affecting travel behaviour, destinations must continue to deliver memorable experiences that feel worth the spend.
