Londoners are being asked to name their personal hidden gems in a new poll to identify the cultural attractions they would recommend to tourists.
The poll is part of a new drive to promote the variety of cultural activity there is to be discovered across the capital.
The city is enjoying record visitor numbers, with international tourists making nearly 13.5 million trips here in the first nine months of 2014 - a 6% increase compared to the same period in 2013. Some 80% of visitors say culture is a key factor for coming to London, drawn by our free national museums, major galleries, grand theatres and concert halls and historic royal palaces and heritage sites.
Research shows that, as well as the high profile major institutions, visitors increasingly want to explore parts of the city that are off the beaten track and to discover cultural activity that feels more local and 'authentic'.
Later this month the Mayor of London will be publishing his vision for cultural tourism in the capital. Working with organisations both large and small, the aim is to maximise the potential of the full range of activity there is to be experienced across the capital, from the major museums, galleries and theatres in central London to the smaller and lesser known gems that are waiting to be discovered by visitors to the city.
The poll is calling on Londoners to reveal their favourite cultural attraction from the following list: British Museum, National Gallery, Natural History Museum, Tate Modern, Coca Cola London Eye, Science Museum, Victoria and Albert Museum, Tower of London, Royal Museums Greenwich and Madame Tussauds London. It is also asking: 'As a Londoner, what lesser known cultural gem would you recommend to a visitor looking for an insider tip?'
The Mayor of London, Boris Johnson, said: "London tourism is a huge success story, with almost 19 million international tourists expected to have visited in 2014 - thanks to the unparalleled choice of world-class museums, galleries, theatres and concert halls on offer.
"We know increasing numbers of visitors want to try something a little bit different, or off the beaten track, and are looking for insider knowledge to get under the skin of the city. We are working with cultural organisations large and small to fully bring to life the cultural cornucopia that exists across the capital, from the visual arts to live performance, and unique heritage sites to lush green spaces.
"As a Londoner, my own insider tip would be to suggest Highbury Fields, a small but perfectly formed green space in north London, where on warm days one can while away the hours with friends, a frisbee and a picnic."
The closing date for the poll is March 15. For details see http://bit.ly/1EPLpfa