Mayor of London Boris Johnson is to open the 30th World Travel Market at ExCeL - London on Monday 9 November.

The Mayor will welcome nearly 50,000 UK and overseas visitors to the event.

“Boris Johnson has become the face of London”, said Fiona Jeffery, Chairman of World Travel Market.

“He became known to millions on television when he invited the world in Beijing to come to London for the 2012 Olympics.

“In the build-up to the next Olympics, the international travel industry is playing an important role in helping people from across the world to visit the UK for the world’s greatest sporting event.

“It‘s particularly appropriate that Boris will help the industry to celebrate 30 years of World Travel Market, which has not only helped bring industry professionals together to conduct business across the world, but has also served as a spotlight on the latest trends and developments.

“The industry has many challenges ahead and World Travel Market will provide a unique platform to help the industry improve, adapt and change. “Sustainability is now firmly at the top of the corporate agenda. Every company and organisation must seriously consider their impact on the world.”

Johnson said: “London has always been one of the world’s major trading posts - for thousands of years, buyers and sellers have met here to strike deals and exchange goods, ideas and information.

“The city also welcomes more international visitors than any other on the planet, so it is entirely appropriate that the world’s travel trade should continue to choose the capital for their annual gathering.

“Once again, you will receive the warmest of welcomes in the city that has something to offer everyone, from fine food to great evening entertainment in our theatres, bars and clubs. Enjoy your stay.”

For nearly a year the Mayor has been backing a major tourism campaign to attract domestic and overseas visitors to London.

The aim of the campaign is to provide a £60 million boost to the capital’s economy by the end of 2009.

The campaign focus is on London’s unique experiences, sights and attractions. World Travel Market’s opening ceremony with Boris Johnson takes place on Monday 9 November at Platinum Suite 4, ExCeL - London at 11.30am.

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