Written evidence submitted by the Heart of London Business Alliance (HOLBA)


Promoting Britain abroad: Submission to the Digital, Culture, Media and Sport Committee Inquiry

Heart of London Business Alliance


About Heart of London Business Alliance

Reason for submitting evidence

What needs to be done to re-establish the UK as a holiday destination for international travellers?

What should Government and the tourism boards be doing to support the inbound tourism industry in its recovery?

Return of International Tourists Roadmap

Greater collaboration

Competitive marketing budget for London

Reduced rate of VAT

Visa reform for visitors

Tax free shopping

Investment in Public Transport

What will the impact on the UK’s hospitality, cultural and heritage sectors be if inbound tourism is slow to recover to pre-pandemic levels?

Damage to London’s unique ecosystem

Does the Tourism Recovery Plan go far enough to support the industry’s recovery from the Covid-19 pandemic? 

What are the biggest challenges to delivering the plan?

Recruiting for the hospitality sector

London’s importance as “gateway to the UK”

‘Levelling up’ agenda


Uncompetitive VAT rate


What should the UK be doing to maintain its status as a ‘soft power superpower’ and further promote its culture and heritage on the global stage? 

What are the biggest threats to the status of ‘soft power superpower’?

Lack of investment