London’s New Year’s Eve celebrations on 31st December have been staged by the Authority since 2003. The activity attracts an estimated 250,000 people into designated viewing areas between Lambeth and Blackfriars bridges, (previous research showing approximately two thirds of whom are visitors from the rest of the UK and Europe) thereby generating significant benefit to London’s tourism industry over the New Year weekend.
Outside of designated viewing areas, many thousands more Londoners and visitors watch the event at vantage points across Central London. The BBC relays the action to an average domestic audience approximately 10 million viewers, and has committed to do the same for 2011. The subsequent online and international media coverage is very significant.
The New Year’s Eve celebrations this year denotes the start of 2012 – a unique year for London as it prepares to host the Olympic and Paralympic Games, and the eyes of the world focus on London.
A budget allocation of £1,900,000 from the 2011/12 Events for London programme budget has been earmarked for New Year’s Eve 2011. However, there is an ambition to seek sponsorship to enhance the budget and overall event.
