Promoting London suburbs

By | Category: Travel news
the shopping attraction at Stratford - Westfield

the shopping attraction at Stratford – Westfield

Perhaps copying New York which has been promoting individual areas of the city rather than the city as a whole, the new mayor of London – Sadiq Khan –  is part of a group to make their parts of London better known to visitors.

He is espousing the delights of Tooting and has told of his favourite places to eat, drink and relax. He has that the south London suburb is home to the best South Asian restaurants in the capital, has a nightlife comparable to Soho, a tranquil common and an outdoor swimming pool which can boast Hollywood actor Brad Pitt as a visitor. He says that Tooting has an arts club that has put on internationally acclaimed productions and a market that is ”so colourful it feels like a summer holiday all year round.”

What’s behind this promotion is that few of the millions of visitors who come to London each year venture too far outside the Circle line on the tube. Apparently, London’s outer boroughs are also the most searched for destination for Airbnb guests.

The Cutty Sark at Greenwich © NMM

The Cutty Sark at Greenwich © NMM

The local London bloggers have created the first of a series of insider guides across 13 London areas which are Tooting, Camden Town, Wimbledon, Greenwich, Crystal Palace, Brixton, Hampstead, Chiswick, Stratford, Hoxton, Hammersmith & Shepherd’s Bush, Richmond, Angel & Islington. The guides are available at

The new guides, called See More London, provide tips about what to see, where to shop, eat and drink in many of the independent boutique shops, bars and restaurants only local people often hear about. To accompany the new guides, has also launched the first of a series of videos, featuring an animated Penguin character called Seymour, which will help visitors navigate through London’s neighbourhoods. The initiative also features CityUnscripted a company offering personalised tours of London led by a local in the know.

The difference between the New York and the London promotions is that New York promoted a new suburb or area each six months giving them exclusive coverage in that period rather than lumping them all together. That allowed travel writers to spend more time concentrating on smaller areas which helped generate more publicity. With the London approach, writers will concentrate just on the areas that will appeal to them.

What we should all remember is that London is more than just just that small area below Regent’s Park that ends at Waterloo.


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