London has launched their largest-ever international tourism campaign, welcoming travelers back to the UK capital. The $12.5 million “Let’s Do London” campaign was launched to celebrate the lifting of US-UK travel restrictions.

“Led by London & Partners, which runs Visit London, the new “Let’s Do London” campaign aims to motivate US and global travelers to choose London for their next trip by shining a spotlight on the city’s diverse range of attractions, exhibitions, and events taking place this year,” said London & Partners in a statement. “Prior to the pandemic, the US was London’s largest market for tourism, helping to make it third most visited city on the planet. Tourism accounts for as many as one in five jobs in London and contributes almost 12 per cent of the city’s gross domestic product.”

Many major events are returning to London in 2022, including the 50th anniversary of Pride in London, the Notting Hill Carnival, and the unveiling of Big Ben since it has been undergoing renovations since 2017. The NFL London Series will also return this year, and the city will host their first Major League Baseball Home Derby X global tour event, the UEFA Women’s EURO football championship at Wembley Stadium, and Wimbledon. The city will also be home to music and art exhibits across the city all year.

“New York and London are global cities united by our energy, innovation and constant evolution. I can think of nowhere better to launch this exciting campaign to encourage our American friends to return to our great city,” London Mayor Sadiq Khan said. “There are so many great things to see and discover in London this year – from exhibitions, plays and restaurants, to sporting events, concerts and historic attractions. As we continue to recover from the pandemic, I’m delighted to be here in the US to say loud and clear that London is once again ready to welcome visitors from around the world.”

London & Partners expects the campaign to reach more than 43 million people in the United States via several channels, including YouTube, social media, display, and out-of-home advertising.

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