Leicester Square and Piccadilly Circus remain the longest-serving Purple Flag area in the world
Celebrating another year of partnership, progress and excellence across the West End.
18 September 2026: We are delighted to announce that the Leicester Square and Piccadilly Circus area has once again been awarded Purple Flag accreditation for its evening and night-time economy (ENTE).
The renewal means HOLBA retains its title as the longest-serving Purple Flag area in the world, recognising the continued strength of our partnership approach and our commitment to creating a vibrant, diverse, safe and well-managed destination after dark.
Purple Flag is an internationally recognised accreditation programme managed by the Association of Town and City Management (ATCM). It recognises destinations that demonstrate excellence in managing their evening and night-time economy, providing a diverse mix of entertainment, dining and culture while supporting the safety and wellbeing of visitors, businesses and local residents.
This year’s assessment highlighted a number of key successes across Leicester Square and Piccadilly Circus. A particular focus was the area’s effective management of pedicabs, which has helped tackle a longstanding challenge for the visitor experience and contributed to addressing an important crime and safety concern.
The assessment also recognised HOLBA’s provision of free Ask for Angela and WAVE training, alongside a wider programme of safety and resilience activity covering areas including counter-terrorism, conflict management and emergency preparedness. Together, these initiatives help businesses and staff respond confidently to a range of situations and contribute to a safer evening and night-time environment.
The area’s high-profile cleansing operation was also highlighted. With exceptionally high levels of visitor footfall across Leicester Square and Piccadilly Circus, visible and responsive cleansing plays an important role in maintaining the look and feel of a well-managed destination and ensuring the public realm remains welcoming throughout the day and night.
The accreditation also recognises the area’s outstanding combination of entertainment, dining and culture, as well as its continued commitment to improving the environment and supporting the journey towards Net Zero.
The achievement reflects the strength of the partnership working that underpins the management of the ENTE across Leicester Square and Piccadilly Circus. We would like to thank our partners Veolia, Safer Business Network, My Local Bobby, Metropolitan Police and Westminster City Council for their continued support and collaboration.
With 100 Purple Flag destinations now recognised worldwide, Leicester Square and Piccadilly Circus continue to demonstrate what can be achieved through effective management, practical initiatives and strong partnership working.
For further information, please contact our Head of Place Management.