The Mayor of London Boris Johnson today launched a new flagship agency that will showcase London to the world.

The new agency, London & Partners, will bring together the current work of the capital’s key promotional agencies – Visit London, Think London and Study London, which were previously responsible for attracting tourism, inward investment and international students.

London currently welcomes almost 25 million visitors, creates over 6,100 jobs through inward investment and attracts 105,000 international students every year. London & Partners will pool the extensive knowledge and expertise from the previous agencies under one roof and deliver a single strategy for the promotion of London.

The Mayor of London, Boris Johnson, said: “With so many landmark events on the horizon, from the Olympic and Paralympic Games, to the Royal Wedding and Diamond Jubilee, this is a really exciting time for us to promote London with a single voice. We have an incredible story to tell and by harnessing our resources under one roof I believe we can become an even stronger magnet for tourists, students and investors in the coming decades.”

London & Partners will be led by interim chair Dame Judith Mayhew Jonas and interim CEO Danny Lopez. The agency currently has staff in six key global locations and work is underway to identify synergies that will support the promotional activity for the whole organisation.