London & Partners

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London & Partners is a business growth and destination agency that serves as London's international trade, investment, and promotion agency. It also functions as the Mayor of London's official promotional agency.
What are the main aims and objectives?
The primary aim of London & Partners is to promote London as a leading global city for business, education, and tourism while supporting the city's economic growth. Some specific objectives of London & Partners include attracting foreign investment to London, helping London-based businesses to expand internationally, promoting London as a destination for tourism and events, and attracting international students and talent. Ultimately, London & Partners seeks to position London as a dynamic, diverse, and innovative city that is open for business and investment and offers unparalleled opportunities for growth and success. 
How does the program work?

London & Partners supports London-based businesses that have between six and 250 employees and have a turnover of more than £500k (approx $620k) but less than £40 million (approx $49.7 million) or have received £500k of investment. The program supports companies that are eligible in a number of different ways which can be broadly split into three categories; training/mentoring; international soft-landing; and securing foreign investment.   

Business Growth Program 

London & Partners run the Business Growth Program which provides free assistance and support to small and medium-sized enterprises (SMEs). SMEs can access a dedicated business growth adviser, expert mentoring, training workshops and networking opportunities with potential partners and suppliers through the program. Companies join in cohorts and receive tailored and impartial advice as they look to scale-up through investment, trade and innovation. The program is designed in particular to support startups in high-growth sectors. Once companies graduate from the program, they receive continued support and advice through the London Leaders Network.  

Local Soft-Landing 

London & Partners helps businesses to promote their products and services to an international audience by showcasing them at events and exhibitions around the world. London & Partners also provides advice and guidance on navigating international markets and identifying potential partners and customers. London & Partners also offers a specific international trade program for companies with turnovers over £1 million. The Mayors International Business Programme includes focused workshops and events, connections to top corporates, live leads for specific business opportunities around the world, and the opportunity to join trade missions.  

Attracting investment 

London & Partners provides a range of support services to businesses looking to invest in London. They offer information and advice on the city's business environment, including its regulatory landscape, tax system, and labor market. London & Partners also helps businesses to locate suitable office space and connect with potential partners and suppliers. In addition, they provide information on government incentives and tax breaks for businesses. They focus on attracting scale-ups in high-growth sectors that are most likely to create high-quality jobs with a strong growth path.

What is the overall cost?
London & Partners typically has an annual budget of around £12 million (approx $14.9 million). For the 2022-23 financial year, the agency has been granted up to £11.17m (approx $13.9 million) for its activities. Funding for London & Partners comes from the Mayor of London and their commercial partners. 
How was it implemented?
London & Partners was implemented as a non-profit public-private partnership in 2011, with the support of the Mayor Boris Johnson, the London Development Agency, and key private sector partners. Its creation was a response to the need for a unified promotional agency for London. The Board Chairman is Rajesh Agrawal and the Chief Executive Officer is Laura Citron. The agency works in partnership with commercial organizations and individuals who have a stake in London's promotion, telling London's story brilliantly to an international audience. While the specific organizations and companies in their network may vary, they are generally private sector entities that have an interest in promoting London's growth and competitiveness, as well as attracting investment and visitors to the city. 
What impact has been measured?

London & Partners can demonstrate the direct impact of their programs using measures such as GVA, jobs retained, jobs created, additional leisure tourists, and additional sales made by SMEs. They have published the full details of the methodology used to evaluate their programs here. In short, their evaluation captures only the additional benefits that arise from their programs and excludes benefits that would have occurred regardless of their intervention. London & Partners publishes annual review and quarterly reports that can be accessed here.  

The latest review reveals that between 2011 and 2022, London & Partners has contributed the following: 

  • Added £2.7 billion (approx $3.4 billion) to the London Economy 

  • Created or supported 75,600 jobs 

  • Attracted 2,730 events 

  • Supported 2,269 overseas companies set up or expand in London 

  • Inspired 191 million people through visitlondon.com 

According to the second quarterly report of 2022/23, London & Partners has contributed the following: 

  • Added £137 million (approx $170 million) to the London Economy 

  • Secured £54 million (approx $67 million) in foreign direct investment 

  • Supported 1053 companies through the Business Growth Programme 

  • Created 409 new jobs through the Business Growth Programme 

  • Supported 1339 companies through the Mayor’s International Business Programme 

  • Created 1620 new jobs through the Mayor’s International Business Programme 

CURATED BY

Tom Hancock

Research Associate
Global Entrepreneurship Network
United Kingdom