Advocate

The West End International Centre (WEIC) is a Heart of London Business Alliance proposal to formally recognise the West End as a nationally significant district. WEIC has been developed and presented as a core recommendation in HOLBA’s formal response to the Mayor of London’s Growth Plan.

WEIC is a place-based policy and investment framework designed to safeguard, strengthen and scale the West End’s cultural and commercial assets. It recognises the district’s unique contribution to the UK economy and seeks to manage its continued growth with bespoke governance, responsive policy, and targeted investment.

Recognising the West End as an WEIC would:

• Unlock targeted public and private investment in public realm, infrastructure and safety
• Deliver policy reforms that reflect the area’s distinctive 24-hour character and growth sectors
• Enable coordinated governance, improving delivery of public services in a high-density environment
• Position the West End as a globally competitive, culturally rich and economically resilient district

This case study is the first step toward securing WEIC 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 WEIC designation.

The current business rates system is unfair for businesses located in central London, which have seen a sharp increase in business rates in recent years, yet business rates are not related to a business’s ability to pay, or indeed their profitability.

A major overhaul of the business rates system, and of the complicated reliefs, to level the playing field for bricks and mortar stores and online businesses, and also to boost green investment, is long overdue.

July 2022 

We responded to the Government’s consultation on business rates revaluations (Business Rates Transitional Consultation Response).

August 2022 

We co-signed a letter with the Leader of Westminster City Council to the then-candidates to be the Prime Minister, Rishi Sunak and Liz Truss, calling for the “fundamental reform of business rates”. 

The letter was covered in The Industry and other media. 

December 2022 

We wrote to the Shadow Chancellor Rachel Reeves and the Shadow Business Secretary Jonathan Reynolds, welcoming Labour’s commitment to scrap the business rates system and replace it with a fairer system that incentivises investment and green improvements.  

January 2023 

We wrote to Catherine West MP and James Murray MP to request meetings to discuss business rates reform. 

Summer 2023

In our submission to the Autumn Statement, we urged the Government to level the playing field for businesses in London by reforming business rates through a major rehaul. 

17 November 2023

In an article for City AM, our chief executive, Ros Morgan, said that reliefs on business rates should be extended to help businesses that are still struggling since the pandemic. She said that an effective online sales tax would help to close the gap between brick-and-mortar retailers, while funding these changes.

November 2023

At the Autumn Statement, the Government announced that the small business multiplier will be frozen for a year and business rate relief is extended for small and medium-sized companies for another year. Specifically, retail, hospitality and leisure will continue to receive a 75% relief for 2024-2025, amounting to a tax cut worth £2.4 billion. Support is capped at £110,000 per business. 

March 2025

We submitted our response to the Government’s consultation on business rate multipliers and commissioned two new reports to accompany the consultation. View our response and reports: Business Rate Reform Impact Study and An Alternative Option.

April 2025

We have launched our campaign to urge the Government not to proceed with their proposals on changing business rate multipliers and to consider our alternative.

Central London businesses, which were disproportionately hard-hit in the pandemic, have had to deal with a perfect storm of soaring energy costs, staff shortages, diminishing footfall, customers spending less, strikes, changing working patterns, and the withdrawal of pandemic-era Government support. 

We will continue to advocate on behalf of our members for support, particularly those struggling to afford their energy bills.

September 2022 

We responded to the Government’s consultation reviewing Net Zero here, highlighting what the Government should do to support businesses with their energy costs.  

October 2022 

Supported the Business SOS campaign, which warns that harm caused by the spiralling energy crisis has the potential to cause irreversible damage to UK high streets and the economy. It called for a reduction in VAT and greater business rates relief and energy rate relief. 

December 2022 

Met with UKHospitality to discuss what action can be taken to help the hospitality sector receive greater support with energy bills. 

January 2023

The government announced the new energy bill support scheme, which offered blanket, not tailored, support for businesses. Ros Morgan was quoted in the Evening Standard, citing that this scheme would leave the hospitality sector in particular, exposed to volatile markets.

The West End is home to world-class hotels, bars, theatres, galleries, shops and restaurants. The last few years have not been easy, but we are determined to bounce back stronger and show our visitors what a wonderful city London is.

To maintain its global reputation, the West End needs to constantly regenerate itself, bringing in investment and seeking new ways to enhance the visitor experience.

Heart of London will continue to work collaboratively at all levels to ensure that local authorities, tourism boards and central Government are all pulling in the same direction with regard to bringing tourists into the heart of London.

January 2023 

Responded to the consultation on The Mayor’s Budget for 2023-24 here, highlighting the importance of effective marketing to London’s long-term prosperity. 

We continue to attend London and Partners’ Tourism Advisory Group, inputting and advising on how London can continue to attract visitors.

The West End, including the Heart of London area, has shown resilience against the economic shock brought about by the COVID-19 pandemic and the resulting cost-of-living crisis.

However, the trading environment in London’s high streets are indicating ongoing recovery challenges.  This is why we responded to The London Assembly Economy, Culture and Skills Committee Call for Evidence in November 2024 and you can read this here.  Their final response can be viewed here.

We have also joined the campaign group High Streets UK launched in January 2025.

Sustainability must be at the heart of everything that we do.  To date, we have helped to reduce the West End’s carbon emissions by 43,000 tonnes via a waste supplier scheme, we have worked with Westminster City Council on its first Sustainability Charter to help the borough become net-zero by 2040, and with the GLA on their Business Climate Challenge.

We will continue to work with our members to reduce emissions by identifying and implementing carbon-reduction activities, encouraging retrofitting buildings rather than demolition, promoting preferred supplier schemes to help reduce pollution, and championing sustainable transport infrastructure. 

Autumn 2022 

We partnered with the Greater London Authority to deliver the 2022 Mayor’s Business Climate Challenge. More information here. 

December 2022 

We responded to a request from Westminster City Council, suggesting that air quality monitoring stations should be installed in Leicester Square and Piccadilly Circus. 

January 2023 

Responded to the consultation on The Mayor’s Budget for 2023-24 here, stating that the Mayor should encourage retrofitting through business rates as part of the Green New Deal, as well as highlighting our work on greening the public realm. 

Summer 2023

We signed up to Westminster City Council’s Sustainability City Charter. It’s a business-led pledge, which contains eight commitments for reducing carbon emissions from non-domestic buildings.

October 2024

We launched our new Net Zero Carbon Strategy, Action Plan and Sustainability Hub on 23 October.

Cuts to London by Arts Council England show that the economic significance of the cultural sector in London, and the impact on the wider UK, is undervalued and under-appreciated. These cuts may damage central London’s unique cultural ecosystem, which contributes £211 billion GVA to the UK economy.

The cultural sector is one of London’s greatest assets that should be protected; its importance and positive economic impact need emphasising. It provides a global draw to London and the rest of the UK – damaging it will hinder London’s ability to drive the UK’s economic recovery.

We must shout louder about the value of London’s cultural sector and raise its significance, to ensure that the West End maintains its place as the pre-eminent cultural destination in the world.

November 2022 

Wrote a series of letters to Arts Council England, parliamentarians, the Leader of Westminster City Council and the Mayor of London following the decision to reduce Arts Council England funding for London. 

January 2023

Met with numerous members of the House of Lords to discuss the Arts Council England funding for London. 

Summer 2023

In our submission to the Autumn Statement, we urged the Government not to take London’s cultural assets for granted, and that we must invest in them to ensure that London’s culture remains world-leading. We asked HM Treasury to ensure that Arts Council England continues to invest in London and to work with the GLA to increase London’s marketing budget.

October 2023

We held roundtables at both Conservative and Labour party conferences on the importance of culture to the UK economy. Attendees included parliamentary candidates, councillors, TfL, London and Partners, Society of London Theatre, PwC and Walpole. It was a frank discussion about how we can better promote the capital's cultural offerings domestically and internationally to attract visitors and investment. 

17 November 2023

In an article for City AM, our chief executive, Ros Morgan, said that the Chancellor should include investment in the arts and cultural sectors of the capital to stimulate economic growth. 

November 2024

We responded to the Government’s Industrial Strategy Green Paper,r setting out how key sub-sectors of the Creative Industries are a vital cog in the West End’s ecosystem and the UK’s cultural identity.

To support London and the UK’s fragile economic recovery, the Government should reinstate the lowered rate of VAT for international tourists to the UK, also known as tax-free shopping.

Research by Oxford Economics and the Association of International Retail has shown that, rather than costing £2 billion, as HM Treasury has said, reintroducing tax-free shopping would contribute £4.1 billion to GDP annually and support around 78,000 jobs across the UK.

We have supported calls from the Association of International Retail and the New West End Company that urged the previous Government to ask the Office for Budget Responsibility to conduct an independent assessment of the full economic impact of tax-free shopping so that they could make an informed decision as to whether it would be an unnecessary cost or, as projected, a financial lifeline.

December 2022 

Supported the research by Oxford Economics, commissioned by the Association of International Retail, which shows that rather than costing HM Treasury money, it would actually generate additional income. 

January 2023 

Responded to the consultation on The Mayor’s Budget for 2023-24 here, urging the Mayor to support us and New West End Company in making the case to Government for VAT-free shopping (at least in the international shopping centres). VAT-free shopping would provide a significant boost to tourism and a shot in the arm for the West End’s ecosystem, and independent research suggests the upfront cost would pay for itself.  

Ros Morgan met with Shadow Chief Secretary Pat McFadden to set out the economic boost that reintroducing tax-free shopping would bring to the UK, and to urge the Labour Party to support it. 

We co-signed a letter with the Mayor of London, urging the Chancellor to reintroduce tax-free shopping, covered in the Daily Mail. 

Spring/Summer 2023

We have co-signed various letter to the Government urging the reinstatement of tax-free shopping, provided supportive quotes, our chief executive Ros Morgan has written an op-ed for the Evening Standard here, we’ve asked our members to submit data to HM Treasury on how they’ve been impacted by the removal of tax-free shopping, which they can do so here, met with HM Treasury officials as part of a delegation organised by Business LDN to explain our position, and had members of the tax-free shopping campaign speak at our quarterly public affairs steering group. 

Summer 2023

In our submission to the Autumn Statement, we urged the Government to reintroduce tax-free shopping for international tourists due to the economic benefits. 

September 2023

MPs debated tax-free shopping for international visitors in a Westminster Hall debate – it can be watched again here. We have summarised the debate here. 

17 November 2023

In an article for City AM, our chief executive, Ros Morgan, argued that the Chancellor should include tax-free shopping in the Autumn Statement to stimulate economic growth. 

22 November 2023

At the Autumn Statement on 22 November, the Government said that it will continue to accept representations on tax-free shopping and consider information carefully. In response to a question from Geoffrey Clifton-Brown MP in the ensuing debate, the Chancellor said: 

“We are looking again at the numbers [..] We will review this to see if it is still that expensive, and I hope that it is not.” 

You can watch the exchange here.

October 2024

Key partners are currently reflecting on developing a new campaign focused on improving the UK’s international competitiveness – tax-free shopping will be a part of this campaign. 

In September 2024, the Mayor announced his plans to transform Oxford Street, and in February 2025 launched the first of his consultations on the plans.

May 2025

We submitted our response to the GLA consultation on the proposed establishment of a Mayoral Development Corporation and the designation of a Mayoral Development Area for Oxford Street.  You can read this here.

Pedal rickshaws, or pedicabs, can be a nuisance in the West End. They are currently not regulated, so there is no requirement for insurance, fares are neither fixed nor consistent, and vehicle condition and driver quality are not assessed. The behaviour of pedicab operators causes problems for businesses by blocking highways, harassing customers and causing serious risk to residents, visitors and workers.

We want to see a level playing field with other private hire vehicles that ensures the highest standards across the board for transport in London.

Spring 2022 

We supported the work of former MP Nickie Aiken getting the Government to commit to including a pedicabs licensing scheme in primary legislation as set out in the Queen’s Speech. 

October 2022 

Supported and promoted Westminster City Council’s information campaign to warn residents and visitors about the dangers of using pedicabs. 

November 2022

Our chief executive, Ros Morgan, wrote an op-ed for the Evening Standard here. She said that “tourist-fleecing pedicabs are a menace to London” and urged them to be regulated. 

7 November 2023

At the King’s Speech, it was announced that “a Bill will be introduced to deal with the scourge of unlicensed pedicabs in London”. You can watch the clip here. Commenting on the announcement, our chief executive, Ros Morgan, said: “We have campaigned tirelessly for the regulation of pedicabs. We are delighted that today the King has confirmed legislation will be introduced in this session. The Government must ensure that this doesn’t get kicked into the long grass.” 

22 November 2023

The House of Lords convened for the second reading of the Pedicabs Bill, marking its debut in parliamentary debate. You can read our summary of the debate here, and watch a reference to the Heart of London Business Alliance in the debate here. 

25 April 2024

We were delighted that the Pedicabs (London) Act 2024 received Royal Assent in April 2024, which gives Transport for London (TfL) the power to regulate and licence pedicabs.

January 2025

We have worked closely with colleagues at Transport for London to help develop and shape their consultation on new regulations and a licensing scheme for pedicabs.  On 27 January, this consultation went live, and we will be coordinating a response on behalf of our members.

We are supportive of the benefits that dockless e-bikes and e-scooters can bring in enabling a shift towards more sustainable travel in the West End and wider London.  However, despite efforts to engage pro-actively with operators, dockless e-bikes and e-scooters continue to be parked and operated carelessly and dangerously, creating obstructions on our footways and causing serious issues for those with mobility issues and visual impairments.

This is why we are supporting the London Councils campaign to introduce a new regulatory framework for the micromobility market and in November 2024, we wrote to Parliamentary Under-Secretary of State for Local Transport, Simon Lightwood MP.

Homelessness and rough sleeping is a major issue in the West End, and we work with our front-line partners to ensure proactive and positive engagement with people living on our streets.

The Government needs to produce a long-term strategy to tackle rough sleeping and end homelessness for good.

Former MP Nickie Aiken tabled an amendment to the Levelling Up and Regeneration Bill that sought to remove a clause that would allow homelessness to be treated as a criminal offence. We wholeheartedly supported this amendment.

August 2022 

We provided evidence to the Levelling up and Regeneration Bill Committee in support of former MP Nickie Aiken’s amendment, which sought to remove a clause that would allow homelessness to be treated as a criminal offence. 

January 2023 

Responded to the consultation on The Mayor’s Budget for 2023-24 here, supporting the prioritisation of the Greater London Authority’s work to tackle homelessness across London, in line with the ambition to end rough sleeping for good.

December 2023

Attended the launch of the Greater London Authority’s London Charter to End Rough Sleeping. It’s London first ever charter of this kind, bringing a broad coalition together with the aim of ending rough sleeping in the capital. It sets out a series of principles that businesses can sign up to, to signal their determination to be part of ending rough sleeping in London. 

November 2024

We provided a response together with the Westminster BIDs group to Westminster City Council’s consultation on homelessness and rough sleeping.