Choose LDN.

We want London to be the best and most attractive city in the world to do business in. That is a choice we can make.

Choose LDN. is the London Chamber of Commerce and Industry's flagship campaign to make London the best city in the world to do business in, helping to deliver growth and prosperity across the country. We want investors to choose London over other global cities, and we want young people to choose London as the place to live, work and build their futures. London's rivals are not our fellow towns and cities, they are capital cities across the world. When London succeeds, the whole country succeeds. Choose London. Choose Growth.

The choice we can make

London's financial sector, its SMEs, and its position as the tech and AI hub of Europe are vital assets to the UK's economy. But with rival global cities in Europe, Asia and the Middle East becoming increasingly attractive investment prospects, we cannot afford to be complacent about London's competitiveness.

For London to reach its full potential, we must actively create a business environment which attracts international investment and high-skill job creation. A modern capital city needs world-class infrastructure, reliable transport, affordable housing and high-quality public services. This will not happen by chance. We must treat funding and delivering these things as a national priority, because London's rivals are closing in fast.

The world will choose London, if we choose to make it happen.

Our rivals are not our fellow towns and cities

Our rivals are capital cities across the world.

The investment London misses out on does not move to another UK town or city. It moves to Paris, Frankfurt, Dubai and Singapore. That is why the attractiveness of a country's capital city is a national issue, not a regional one. Growth in every postcode depends on growth in the capital.

Whether you live in London or Leeds, Leicester or Liverpool, the success of our capital matters for jobs and national prosperity in every single part of the country.

When London succeeds, the whole country succeeds.

A city to invest your future in

London should be a hub for top talent globally. A city where careers can thrive, in a country with some of the best universities in the world.

If London cannot be a city where talent can build a career, afford to enjoy living in the best city in the world and eventually buy a home or start a family, other cities and countries around the world will become more attractive prospects, and they will benefit from growth instead.

We want young people to choose London as the place to live, work and build their futures.

22%of UK GDP is generated by London, £617.9 billion in 2023
£4,900London’s net fiscal surplus per person, funding public services across the country
45%of UK’s income tax paid by London and the South East; 30% of England’s business rates paid by London business

Putting LCCI and our members at the heart of the national debate

Thriving economies treat the success of their capital cities as national policy issues and build a consensus around their capital succeeding, whether you live there or not. That’s why we’ve launched our new flagship Choose LDN. campaign, putting LCCI and our members at the heart of the national debate on driving prosperity in every part of the country. London is a major global financial hub, but we must actively decide to make the city more competitive than our international rivals in order to achieve UK-wide growth. We know the investment London misses out on does not go to another UK town or city, it moves to Paris, Frankfurt, Dubai or Singapore. Our rivals are not our fellow towns and cities. Our rivals are capital cities across the world. Whether you live in London or Leeds, Leicester or Liverpool, the success of our capital matters for jobs and funding for public services in every single part of the country. When London succeeds, the whole country succeeds.

Karim Fatehi OBE

LCCI CEO

Our Campaign Pillars

Make London the most attractive global city to do business in

London cannot be the best city in the world to do business in if it is also one of the most expensive. Businesses in the capital have absorbed rising taxes, growing regulatory burdens and higher employment costs, and they cannot afford more. We are calling for a clear commitment not to increase the cost of doing business, wholesale business rates reform, and a fiscal devolution settlement that fairly reflects the tax receipts London generates.

Win the global investment competition

Winning the global competition means removing the barriers we have placed in our own way: a pragmatic new deal with the EU, abolishing the tax on tourism by restoring VAT-free shopping, and designating King's Cross as an AI Investment Zone to make it, along with the Elizabeth line tech corridor, the most attractive area in Europe for next-generation AI investment.

Get London building

A modern capital city needs world-class infrastructure, reliable transport, affordable housing and high-quality public services. We are calling for further planning reform to get London building, and national backing for London's infrastructure pipeline, from airport expansion at Gatwick, Luton and Heathrow to the Bakerloo line and DLR extensions. London-based infrastructure delivers the highest national return on investment of any projects in the country, powering job creation and growth far beyond the capital.

Repair the social contract

Our rivals are not just competing for investment. They are competing for people, who are choosing where to invest their futures. Yet businesses cannot hire the skills they need, and young people, no matter how hard they try or how skilled they are, cannot find a job. Nobody wins from this. We are calling for swift action on the Milburn Review, more flexible apprenticeships, and the homes that make building a life in London a realistic prospect. We can choose to fix this, repair the social contract with the next generation and help deliver growth across the country.

As Chair of the Board, I am proud to see the Chamber launch its new flagship campaign, Choose LDN. This is a positive, ambitious and timely campaign to help the Chamber deliver the strongest possible voice on behalf of members, at a time when our advocacy efforts have never been more important. Making our capital city as attractive as possible for investment, job creation and growth helps to deliver prosperity across the whole country.
Julia Onslow-Cole
Partner, Fragomen and LCCI Chair
London’s success is not a London issue; it is a UK, even global, issue. As Lord Mayor of London 2023-2024, I positioned London as The World’s Coffee House. Naturally, I strongly support Choose LDN. because it makes the same simple but important point: London’s global competitiveness is something we can choose to strengthen. We should choose investment, choose talent, choose innovation, and choose growth.
Professor Michael Mainelli
LCCI President

As the UK’s gateway to the world, Heathrow plays a vital role in helping businesses, people and investment choose London. But in an increasingly competitive global economy, London cannot afford to stand still. Choose LDN. recognises that investing in world class infrastructure, from expanding the UK’s hub airport to upgrading the city’s transport networks, is essential to keeping London one of the world’s most attractive cities to live, work and invest in, benefitting the whole of the UK.
Heathrow Airport
LCCI Patron Member
As a city, London succeeds when it is open, connected and competitive. As the UK's primary gateway to global markets, London's world-class airports, transport networks and commercial infrastructure are national assets that support trade, facilitate the movement of goods and connect UK businesses to international opportunities, driving growth and prosperity in every region and nation of the UK. If we want businesses to choose London over rival global cities, we must continue investing in the infrastructure that underpins growth and strengthens London's position as the first choice for global businesses, investors and talent.
Natalie Chapman
Head of Public Affairs, Logistics UK and Chair of LCCI's Connected London Committee
I am delighted to see the London Chamber launch Choose LDN. A campaign that puts the next generation at the heart of London's growth story. London should be a magnet for the best talent in the world, yet too often businesses cannot hire the skills they need, and young people, cannot find a job or build a career here. This city has incredible skills providers and companies that want to teach and gift opportunities to the next generation.
Carlos Cubillo-Barsi
OCN London CEO and Chair of LCCI's Skills Committee
As Chair of the Sustainability Committee, I welcome LCCI's Choose LDN. campaign. London's competitiveness and its climate resilience go hand in hand, and we must take advantage of London's leading position in the Low Carbon Market, the value of which will almost double in the next 5 years to £13 billion. Together we can build a modern, resilient and climate leading London, in line with the Heat Ready London Plan to seize all of the opportunities on offer.
Mark Jenkinson
Director, Crystal Associates and Chair of LCCI's Sustainability Committee
Choose LDN gives London's business community a strong, influential voice on our global stage. When London succeeds, businesses across the UK benefit from the investment, innovation and talent that flow from that success. As an insurance specialist whose expertise has been shaped through extensive training, leadership, and experience in the London insurance market, I understand the unique value that London brings. The depth of expertise, innovation and global reach found in London remains unmatched, enabling experts like me to deliver world-class outcomes.
Amy Green
Development Executive, Specialist Risk and Chair of LCCI's Business Crime Committee
Choose LDN. gives London’s business community a clear, confident voice to compete on the global stage. When London wins so do our female entrepreneur and business leaders. I’m proud to support a campaign that puts growth, talent and opportunity for the whole country and will provide the skill training and support for the next generation of women in the workplace. London’s success has never been ours to take for granted, it is a choice we make every day.
Abby Ghafoor OBE
Arc Management Consulting CEO and Chair, LCCI Women in Business
As Chair of the City of London Association, I'm proud to support Choose LDN. The City alone supports 676,000 jobs and generates £97 billion a year drawing talent from around the world. London doesn't just contribute to the UK economy. It powers it. Competitive, innovative, open to the world: that isn't London's ambition, it's London's business model. The City of London Corporation creates the conditions for business to thrive, and the City of London Police, national lead force for fraud and economic crime, protect the trust that global business runs on.
Rehana Ameer
Founder, SMAART Healthcare and Chair, LCCI City of London Association

Person using a calculator and tying a laptop with the word Tax on the image

6 Aug ‘26

LCCI's Open Letter to the Prime Minister on Tax Devolution

LCCI CEO Karim Fathei OBE on securing a funding settlement for London which fairly reflects the level of income tax and business rates receipts the capital generates.

2 Jul ‘26

London firms sound alarm on growth prospects amid policy concerns

Around six in ten London businesses expect the UK’s economy to deteriorate over the next 12 months, according to the London Chamber of Commerce and Industry’s latest quarterly economic survey, the first conducted since the outbreak of the Iran war.

30 Jun ‘26

London’s business leaders set out 10-point growth plan for Andy Burnham to restore confidence and competitiveness

London’s business leaders set out 10-point growth plan for Andy Burnham to restore confidence and competitiveness.

The attractiveness of a country's capital city is a national issue, not a regional one. Our rivals are not our fellow towns and cities. Our rivals are capital cities across the world. When the world chooses London, the whole country succeeds. This is how we will deliver national economic growth.

#ChooseLDN

Upcoming LCCI Event: Gateway to Growth: London as an Engine for National Prosperity

Join us on Thursday 17 September at LCCI HQ to hear a panel of senior leaders from London's business community to discuss what it will take to strengthen the capital's position as a competitive global hub: unlocking investment, reinforcing its status as a world-leading commercial centre, and attracting and retaining top talent.

Book Here

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