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New London Research discovers one in twenty British people have never visited London!

submited Wed 14 Aug, 2019

Our sister brand Leonardo Hotels had recently launched three new London hotels: Leonardo Royal Hotel London St. Paul’s, Leonardo Royal Hotel Tower Bridge and Leonardo Royal Hotel London City. With that in mind, Leonardo Hotels decided conduct some research surrounding visitors to London with some interesting results, check them out!

London is one of the most popular tourist destinations in the world, visited by over 30 million overseas tourists every year*, yet new research has revealed that six percent of Brits have never been to London - that’s 3.5 million adults who have never set foot in their capital city.

Research found the biggest motivators to visit the city were the historical landmarks (57%), the world-class shopping (52.5%) and the good range of theatres, concerts and festivals (39%). Of the city’s iconic landmarks, the most popular was Big Ben, the world-famous clock tower attracts over half of visitors of London. Also hugely popular are historic buildings and structures, like the Tower of London (45%), Tower Bridge (48%), Buckingham Palace (46%) and St. Paul’s Cathedral, the famous church welcomes almost a third of London’s visitors (32%).

While 23 percent of Brits believe that London is the cultural centre of the world, 38 percent of those who have not visited say they NEVER will, according to researchers from Leonardo Hotels.

A negative perception of the city seems to prevail in those who have never visited: half of those who say they won’t ever make the trip blame the expense, 31 percent say it is too busy, and 28 percent claim it’s too far away. 21 percent find the thought of visiting too stressful, nine percent say it’s over-rated, and six percent reckon that Londoners are too rude.

Leonardo’s research also found that it wasn’t only other Brits who don’t always appreciate the capital. 40 percent of Londoners believe that tourists see more of the city than they do.

While 32 percent of London-dwellers claim the city is the best in the world, the majority admit they haven’t taken advantage of all the opportunities offered by the capital.

Less than a third (30 percent) have been to the city’s highest point The Shard, only a quarter have been inside the Houses of Parliament, and just 32% have taken advantage of the city’s famous open top bus tours.

And 54 percent have never eaten in Chinatown, 61 percent have never taken a boat on the Thames, and 57 percent haven’t seen a West End show. 

No surprise then that 30 percent of Londoners claim that, while they appreciate living in London, they just don’t have time to enjoy it.

And a quarter feel like they only really know the area they live in, while 23 percent say they’d like to take a week off just to explore London.

Jason Carruthers, Managing Director of Jurys Inn & Leonardo Hotels UK and Ireland said:

“Our research not only reveals the things that people love about London and what draws them to the capital, but also the high number of people who have never visited the capital, some who never want to. There’s so much to see and do in the city, so we’re incredibly excited to bring Leonardo Hotels to Central London with three fantastic hotels in amazing locations. Whether you’re a first-time visitor or a regular, we’ve chosen locations to ensure you’ll be close to some of the best transport links and most popular tourist spots like St. Paul’s Cathedral, Tower Bridge, The Tower of London, The Shard and more. We’re proud to offer our guests stylish, spacious bedrooms, with incredible amenities including Spa and health & leisure clubs right in the heart of the city.”

It’s not just in London where people living somewhere admit they don’t make the most of it, as a whopping 95 percent of Brits admits they don’t explore their own area in the same way that tourists do.

And HALF the country say that Brits don’t realise how lucky we are. 

The study found that 77 percent of the country say they don’t appreciate where they live, with 53 percent agreeing that Britain has some of the most beautiful countryside in the world.

However, only 10 percent of people who live in our rural areas believe they make the most of their surroundings.

And only one in ten Brits who live near the coast say that they actually take advantage of the beaches and attractions that surround them.

The research also found that 41 percent of Brits admit to travelling to UK popular destinations purely to get take pics for their social media feeds.


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