City Cruises is spearheading a new London Attractions Forum, following research that found 67% of parents living in the capital have never taken their children on the River Thames.
A poll of 2,000 Londoners found that one in 10 children have never seen the River Thames. Parents living in the City of Westminster have the highest proportion of children (17%) who have not seen the Thames, despite the river being on their doorstep.
The survey also revealed that more than a third of millennial Londoners (aged 18 to 34) do not consider the River Thames as an icon of the capital; a quarter of London’s population do not use the river for pleasure ;and just over half have not visited a Thames-side tourist attraction in the last year.
Some 76% of Londoners often forget what the city has to offer, according to the poll, with the cost of attraction fees (40%) and the crowds (33%) cited as factors that prevent London residents visiting attractions along the river.
As a consequence of the survey, City Cruises has joined forces with leisure providers in the city, including Merlin Entertainments, The Original Tour, and The View from the Shard, as well as the tourism bodies of UKinbound, Visit London and The Tourism Society to launch the London Attractions Forum.
The new group will promote the city’s leisure tourism outlets to Londoners to raise awareness about the variety of experiences on their doorstep.
Kyle Haughton, City Cruises managing director, said: “The London Attractions Forum will inspire and inform Londoners about the many attractions and experiences available in their city.
“We believe there are growth opportunities for the capital’s tourism businesses and if we encouraged a further 5% of Londoners to visit a London attraction or experience it could boost the capital’s coffers by at least £4 million.
“We do not need to look overseas or across Britain to drive business; growth and empowerment of London’s tourism industry can come from those who live and work among the capital’s sites and attractions.”
Londoners ranked their most visited attractions as Tower of London (57%), London Eye (56%) and Tower Bridge (56%).