Walking on Leicester Square in downtown London is to endure a stroke of the senses. His tourists Jostling, the dazzling lights of his large casino and the M&M store, and an accompaniment of the guitars out of tuning of Buskers placed him among the worst places in one of the best cities in the world.
The area also symbolizes an inevitable truth about London: without the crowds of tourists, and attractions designed to entertain them, the city could disintegrate completely.
Although most Londoners (this included) would do everything possible to avoid admitting it, the capital needs its millions of income every year. That is why a Recent analysis Showing tourism numbers are still low compared to the era prior to Covid is very alarming.
Most of the well -tied world has recovered from pandemian closures. California tourism economy, for example, brought $ 150 billion In 2023, exceeding its 2019 profits; The expenditure in Los Angeles also increased during the same period. But the city that calls itself “the greatest on Earth” seems to be losing affections of visitors.
The Americans remain the best customers of Great Britain both in the number of visitors and in the money spent, with more than a third of American tourists from California or the large region of New York City. In 2023A quarter of all the cash of visitors spent in Britain came from the United States.
However, the brightness once emitted by our picturesque accents, historical buildings and rustic pubs seems to be fading quickly. High prices and taxes are part of the problem.
The electronic travel authorization of Great Britain was launched in January for visitors to the United States and other countries, charging Americans around $ 12 each. (According to reports, a $ 20 position is already being considered). The United Kingdom's Air Passenger Taxes are among the highest in the world. Tourists can no longer claim the Value Added Tax of 20% on the purchases they make in Oxford Street or Harrods. And the government is reflecting a hotel tax in the city similar to that of Venice.
Meanwhile, the London tube is among the most expensive subway systems worldwide; A ticket costs a third more than the rate for a comparable trip in the Muni of San Francisco. And stay in a four -star hotel for the night He leaves you back more of what would do it in the, Dubai or Tokyo.
Is it surprising that we are sliding down the classifications? These growing costs, combined with a gloomy climate and a large number of rabies Anti-Entry messages From Elon Musk, he is barely helping our cause. Visitbrritain, the official tourism promoter of the United Kingdom, recently launched a Video campaign Attract tourists with British locations used in Hollywood movies and television, but will take more than a Zendaya clip on a red bus to fill the city again.
Some natives may be rejoicing in catwalks (marginally) less full; Each Londoner believes in secret that it is the privilege of tourists to visit usafter all. But ignoring what they bring to the city is nonsense. London's buzzing is partially fed by tourists vertiginously that leave an advanced position to another; Our constant effusion of new events and food and drink offers continue because we know that the world is looking and that we have a reputation to maintain.
London has 85 restaurants with Michelin stars (compared to 74 in New York and 24 in Los Angeles); West end stages full of megastars every night; street carnival; drag bingos and lunch; Pop-ups in abundance; and queues that extend 'round the street corners for the last viral bakery. For a nation that in general I would prefer to be hidden with a cup of tea at 9 pm than to make it a roof bar to the next, the reality is that much of what is in London is not for Londoners, but a performative attempt to maintain our status among strangers, and keep them entering.
With anyone to see the fruits of that labor, and, more importantly, spend on it in the style of vacations where locals with liquidity problems will not, capital as we know would die. Maintaining appearances is the national sport of Great Britain. Otherwise, who are we doing this for?
In order not to be guilty of focusing on London and ignoring the rest of the United Kingdom (a stereotype of Londoners that is completely true), it is worth noting that the capital is, for most travelers, the point of entry into the country. Our work is to resort to arrivals with mega concerts in football stadiums, sales of impressive samples and museums; It is the work of the provinces to serve castles and historical corners, beaches and the hills of which the Eduardian novels are made. The more the London cache falls, the impact on the rest of the country will be.
It is not British to admit that it needs help, especially from the United States. But London depends on their state among American travelers, and perhaps the most vital, the ability to attract a new generation of them.
Charlotte Lytton is a journalist based in London.
