Thursday 29 May: This week, we’re proud to launch our latest case study: Spotlight on the West End: Unleashing Growth through London’s Experience Economy, a powerful statement of intent in support of the Mayor’s London Growth Plan and the forthcoming London Plan, as well as a proposal that will help to unlock the future prosperity of the West End.

At Heart of London Business Alliance (HOLBA), we’ve long believed in the transformative power of the Experience Economy. It’s what makes the West End extraordinary and essential to London’s continued economic success.

Working in collaboration with the Greater London Authority (GLA), and produced by Hatch, the case study sets out why the West End must be at the heart of the capital’s growth strategy, with a shared vision: a globally competitive West End, enabled by a bespoke, place-based model centred on investment, smart policy, and local collaboration.

To help deliver the ambitions of the Growth Plan, HOLBA is proposing formal recognition of key areas of the West End as an International Centre for Commerce and Experience (ICCE)—a flexible, place-based framework designed to manage growth in one of the world’s most dynamic and high-footfall districts.

This strategy responds directly to the challenges our members face and focuses on three pillars: investment, policy alignment, and business support.

Why ICCE and why now?

The West End is a complex and high-performing mix of businesses, residents, and visitors that demands coordinated leadership to function effectively as one of the world’s preeminent experience districts.

We’re at a pivotal moment. Westminster City Council has launched its After Dark Strategy, the Mayor of London has acknowledged the Experience Economy as a growth area and formed a new Nightlife Taskforce, and the Government will be trialling new powers that could grant the Mayor more control over licensing.

These developments, coupled with shifting consumer behaviour and increased pressure on operators, make this the right time to unite around a shared, future-focused solution.

What would ICCE mean for the West End’s businesses?

Recognition of the West End as an ICCE would help to unlock the area’s full economic potential and deliver targeted support where it’s most needed. It would:

• Ensure investment in public realm, infrastructure and security to enhance the visitor experience and boost business confidence
• Enable policy reforms that support innovation, flexibility, and sustainable growth in the Experience Economy
• Recognise the West End as a strategic cultural and economic asset—one that merits bespoke governance and long-term investment

Are there international precedents?

Global cities like Tokyo, New York, Sydney, and Paris have implemented similar forms of area-based recognition to support economic clusters and cultural destinations.

What happens next?

This case study is the first step toward securing ICCE recognition. With support from our members and experts, HOLBA will now begin further engagement, campaigning, and consultation. Over the coming months,, we will present detailed evidence bases, economic modelling, and impact analysis to strengthen the case for ICCE designation.

We are grateful to the GLA—and in particular, Deputy Mayor Howard Dawber—for their partnership and ambition to create a policy environment where the Experience Economy can thrive.

As we look to the future, we remain committed to working hand-in-hand with businesses, policymakers and investors to unlock the West End’s full potential and ensure it continues to be a beacon of innovation, culture and commerce for generations to come.