London launches foodie tourism promotion

The Mayor of London, Sadiq Khan, has launched a new social media campaign called #MyLondonDish to celebrate food in London, as part of his #LondonIsOpen movement.

Top chefs and food experts across the capital have pledged their support including Jamie Oliver, Jasmine and Melissa Hemsley, ‘Clerkenwell Boy’, and many more.
London has the highest concentration of restaurants in the UK including 65 Michelin-starred establishments, and offers more than 70 world cuisines. It is hoped that the campaign will encourage tourists to ignore outdated misconceptions about British food and instead explore the incredible variety of foods available in the capital.
The campaign begins in the same week as the Mayor of London made his first post from his new Instagram account, @MayorofLDN. In it he shared his favourite London dish, traditional fish and chips, saying: “London is an incredible place to eat with some of the best chefs, food markets, restaurants and cafes in the world. And of course, we do the best fish and chips. They’re #MyLondonDish (bit of a cliché, but the truth). What’s yours? Take a photo, video or live of your favourite food or your favourite place to eat and make sure to tag me and use #MyLondonDish. Show the world that #LondonIsOpen for the world’s best food!”

Social media users are being encouraged to share their chosen #MyLondonDish on Instagram or other social media platform. This could be a meal at their favourite London restaurant, or even something they’ve created using London-sourced ingredients. Those who join in the conversation will see their picture featured in a crowd-sourced gallery on a bespoke new segment of VisitLondon.com. Head to  www.visitlondon.com/mydish for more information.
The Mayor of London, Sadiq Khan, said: “We want to unite Londoners and tourists alike through #MyLondonDish, to show that London is open to some of the finest cuisine in the world. Here in London we have thousands of incredible restaurants to eat and drink at, and a huge variety of interesting and exotic ingredients available at markets, shops and stalls throughout the capital. From traditional fish and chips to the best new fusion recipes, I urge Londoners to share their favourite dish and show the world that London is Open for food.”
Jamie Oliver said: “I’m loving the Mayor of London’s #MyLondonDish campaign to show the world that London is Open for Food. It’s a bit naughty to put one of my own restaurants in but Fifteen is a massively unique restaurant having trained so many people over the years. No credit to me, all to our head chef Robbin Holmgren and his ridiculously yummy short ribs. There is so much diversity in London when it comes to food so I’d encourage everyone to get out there and try something new.”