London & Partners

The organisation operates a hybrid public–private model focused on promoting London and enabling economic growth. Public grants and government-backed programme funding underwrite its civic remit to attract tourists, students, investors and high-growth firms to London. On top of this, it runs commercial partnership schemes and programmes that give businesses exposure on official city platforms, access to market insights, events and networks, and structured growth or export support.

Value is created by aggregating and promoting tourism, education and business opportunities via official visitor and student guides, and by running trade, investment and scale-up programmes that link London-based and international firms with opportunities, investors and institutions. Value is captured through recurring partner fees, sponsorships, affiliate and commission revenues from bookings driven by its platforms, and fees or funding for delivering programmes on behalf of public and private stakeholders.

London & Partners Limited is the Mayor of London’s official business growth and destination agency. It operates consumer- and business-facing platforms that promote London for tourism, study and investment, and runs structured programmes to attract foreign direct investment and support scaling and local businesses.

The organisation is funded through a mix of public grants and commercial income. It generates revenue from partner fees (such as paid tourism partnerships), sponsorships and programme funding, as well as affiliate and commission income from booking and ticketing links on its visitor platform. Its direct customers and stakeholders are tourism and hospitality businesses, London universities, high-growth and local SMEs, corporates and public funders seeking destination marketing, business support and trade and investment services.