The Royal Wedding effect has led to the EDF Energy London Eye enjoying its most successful summer of trading ever, with visitors numbers rising 8 percent.
The iconic attraction has now hosted over 42 million guests, more than the entire population of Spain.
The EDF Energy London Eye believes that various factors, including a favourable exchange rate and the ‘Royal Wedding Effect’ led to an influx of tourists to the capital, resulting in the uplift. Alongside British guests, this summer has seen the most ever Americans enjoy a 30 minute rotation the London Eye. One in ten visitors have been from the USA and 12 percent from Italy and Germany.
Guests have been in celebratory mood after the marriage of William and Kate, quaffing 86,700 litres of Pommery Champagne on the Champagne Experience, enough to fill almost three hundred summer paddling pools. The Champagne Experiences have proved so popular, that the London Eye will be introducing festive Champagne tasting experiences this Christmas.
Quintessentially British experiences have also been a must for visitors, with sales of the Afternoon Tea Capsule proving as popular as ever. The EDF Energy London Eye has served the equivalent weight in scones of seven Olympic male rowers alongside British favourites like Earl Grey tea, Pimm’s and egg and cress sandwiches.
David Sharpe Divisional Director (London) for the Merlin Entertainments Group says, “It’s great to see the EDF Energy London Eye maintaining momentum and going from strength to strength. The Royal Wedding and other International events have helped to boost our success. In 2002, during the Queen’s Golden Jubilee, we also saw an incredible influx of guests, but this year has now trumped that. We’re looking forward to the Queen’s Diamond Jubilee and the Olympics next year, when we’ll be ready to welcome each and every visitor with a regal London Eye experience.”
Growing consumer demand for that extra special something has continually spurred the EDF Energy London Eye on to increase its offerings, adding innovative extras to draw in guests and keep guests coming back, with 23 percent of visitors returning to enjoy the views a second time. The 4D Experience, which is available free to all ticket holders, launched in 2009 and was the first ever 3D aerial film of London. It’s shown in an on-site cinema and features a fourth dimension to give guests a sensory treat. Visits to the attraction have risen by an average of 3 percent year on year, underlining the merit of added value. The London Eye’s River Cruise, introduced in 2002 provides visitors with a new perspective on the city and also saw sales increase an average of 11 percent year on year, as visitors have taken in the sights of the Thames and learnt about London’s rich history.
London was voted “World’s Leading Destination” at 2010 World Travel Awards.