Tourism London, the city of London's Destination Marketing Organization since 1996, is a trailblazer in developing real experiences, promoting its vibrant and diverse visitor destination and attracting and hosting people with warm, genuine hospitality. Tourism London enhances the city's reputation and grows the resilience of London's sustainable tourism ecosystem by driving tourism visits and spending, collaborating with industry partners and enriching the community. Tourism London is a not-for-profit, membership-based organization (with 300+ members) that boasts an impressive resume of hosting local, provincial, national and international sporting, music and cultural events as well as meetings and conventions.