Representatives from Visit London, the city's tourism office, were joined by the city's mayor, Sadiq Khan, in New York's Times Square this week to kick off a $12.5 million "Let's Do London" campaign, welcoming back U.S. tourists as international travel demand surges.
"New York and London are global cities united by our energy, innovation and constant evolution," Khan said. "I can think of nowhere better to launch this exciting campaign to encourage our American friends to return to our great city."
Officials are hopeful that events like Queen Elizabeth II's Platinum Jubilee, marking her 70 years on the throne, will entice both new and returning visitors to the make London vacation plans in 2022.
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"London is recovering really strongly. We've seen visitors from around the U.K. come back in their droves and now we're also seeing international bookings really shooting up, so that's really exciting," said Laura Citron, CEO of London & Partners. "Londoners are ready to welcome our guests from the U.S. with open arms."
The campaign celebration also showcased a performance by the cast of the Tony-nominated musical "Six," a modern retelling of the story of Henry VIII's six wives. Before coming to Broadway, the show had been performed in London's West End.