London’s Mayor Sadiq Khan and visitlondon.com announced a new vision for the city’s tourism sector this month, as more than 40 million travelers are expected to visit the city each year by 2025, an increase of 30 percent over last year’s numbers. Additionally, the new Tourism Vision for London is backed by more than 100 travel industry partners, and expects visitor spending to grow by 50 percent during the next eight years, with surveys showing two-thirds of international visitors are attracted to London’s favorable currency rates. Through 2025, London’s most valuable travel markets include China, India, the United States and the United Arab Emirates.

The new tourism strategy includes four key goals — invest in pre-visit promotions to first-time visitors and travelers during off-peak periods, invest in information to encourage visitors to explore a wider area of the city, invest in cultural infrastructure and improved visitor amenities and develop an attractive infrastructure for event organizers and delegates.

“London is the world’s greatest city, so it comes as no surprise that we lead the way when it comes to international tourism. Visitors to the capital bring huge benefits — the industry boosts London’s economy, as well as supporting hundreds of thousands of jobs and showing the world that London is an open, welcoming and diverse city,” said Mayor Khan. “It’s important that all Londoners benefit from a growth in tourism. By inspiring visitors to come to our great city during quieter periods like autumn and to find hidden gems off the beaten track, we can ensure that the projected growth in visitor numbers is sustainable and that the tourism and cultural industries work for everyone.”