Luxury retailers including Burberry and Louis Vuitton will join forces tonight to launch a campaign to attract wealthy overseas shoppers to London.
The campaign aims to promote the area around Bond Street, Mount Street and Jermyn Street under the name Luxury London to raise awareness of the area among affluent visitors.
The campaign will be organised by the New West End Company, which represents 600 retailers across the West End, and will see the retailers join forces with local hotels such as the Ritz and Claridges to create packages that offer accommodation and bespoke shopping experiences in a bid to steal visitors from New York and Paris.
A committee from London has already visited the Middle East and will be travelling to China in September to meet travel agents and promote the deals. The group is also lobbying UK Government to relax the rules on visas for shopping tourists.