London Eye: A Prominent Tourist Attraction in London

This project focuses on London Eye as a prominent tourist attraction in London. It provides an overview of tourist attractions in London, discusses the features of London Eye, conducts a SWOT analysis, and explores the possibilities of future expansion. The project aims to evaluate the strengths, weaknesses, opportunities, and threats associated with London Eye and its contribution to the tourism industry.

CONTEMPORARY ISSUES
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Overview of tourist attraction in London....................................................................................1
About London Eye a Tourist Attraction in London.....................................................................1
SWOT analysis of London Eye as a tourist attraction place.......................................................2
Possibility of future expansion of London Eye...........................................................................4
CONCLUSION................................................................................................................................4
REREFENCES................................................................................................................................6

INTRODUCTION
Tourist attraction is a kind of place, monument, cultural value, historical significance etc.
that helps in increasing number of tourists visit to a place (Organ, 2019). These tourist attractions
are one of the main and major interest of tourist which not only helps in increasing tourist visit to
a place but also helps in increasing contribution of tourism to country’s economy. This project
will lay emphasis upon London Eye of London as a tourist attraction, evaluation of London Eye
as tourist attraction with the help of SWOT analysis and them and possibility for its expansion in
the future.
MAIN BODY
Overview of tourist attraction in London
Today Globalization has made it much easier for tourist to visit tourist attraction places
globally. London is one of the top leading world’s tourism destination. This city can be defined
as a home to an array of famous tourist attractions. London has various kinds of tourist
attractions that not only attract local tourist but also attracts international tourist as well. In 2018
this city attracted approximately 20 million international tourists (Geddes and et. al., 2018).
When international tourism and tourist places are concerned then this city has been ranked as one
of the most visited cities in the world in terns of international tourist visit. It is one of the most
important sources that helps in contributing approximately 8 percent of overall GDP of United
Kingdom. Not only this, before this global Covid-19 pandemic, every year tourism in London
was continuously increasing. London has various tourist attractions that helps the city in
attracting more international tourist Some of them are: Big Ben, London eye, British museum,
tower of London and tower Bridge and many more. There re many other tourist attraction places
within London that are quite famous both locally and internationally. Millions of tourists every
year come to visit these places.
About London Eye a Tourist Attraction in London
London Eye is one of the most prominent tourist attractions in London of its own kind. It
is the tallest wheel of its own kind not only of London bit in whole Europe. This wheel provides
one of the best views of London City. In recent years it has become one of the most prominent
tourist attractions of London. It is located right on the River Thames (About London Eye. 2020).
This wheel has various kinds of names because of the sponsors of the wheel at a particular time.
But even today sometimes it is known as Millennium Wheel. London Eye stands at 443 feet
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from the ground and is 349 feet in diameter. It has been on South Bank of River Thames for
approximately 15 years and is one of the most popular and paid tourist attractions in UK that
offers one of the best and highest view point in the city. It took approximately 7 years and
hundreds of people from almost 5 different countries to create London Eye. London eye can
provide a clear view scoping 25 miles of area around London. Every year approximately 3 to 5
million of customers visit London to visit London Eye.
SWOT analysis of London Eye as a tourist attraction place
SWOT analysis of a tourist attraction can help in analysing strengths, weakness,
opportunities and threats related to a place. SWOT analysis is one of the most useful frameworks
that can be used for evaluation of a Tourist place like London eye. SWOT analysis will help in
analysis all the internal and external information related to London Eye as a tourist attraction
place in London. In order to evaluate this tourist, attract in a proper manner all the internal data
can be analysed in form of strengths and weaknesses (Sarsby, 2016). Whereas, market
information can be analysed in form of opportunities and threats for the tourist attraction place.
SWOT analysis of London Eye of London will provide a brief view so that future expansion
opportunities can be evaluated in a proper and appropriate manner. SWOT analysis of London
Eye as a Tourist attraction place has been explained below:
Strengths of London Eye: One of the main strengths of London Eye is that it is one of the most
important and prominent land mark of the City which is located at the centre of the city near
Thames river. It has been a centre of attraction from the time it is developed. It is a tourist-
oriented place where groups, families, friends and many other kinds of tourist. Its higher and
strengths attracts millions of tourists every year as this wheel provides them with an excellent
and clear view for about 25 miles. Identity of the only largest wheel present in Europe is another
one of the main strengths of this tourist attraction. It is an innovative idea which that was one of
its own kind when it was build which has also helped this tourist attraction in developing or
building its own identity. Another one of the main strengths of this tourist destination is that it
every year many popular events are organized at this place which further helps in attracting a
greater number of tourists.
Weaknesses of London Eye: One of the main weakness of London Eye is its premium cost or
high fees. Many times, tourist do not prefer to visit London Eye because of its high or premium
cost (Bull and et. al., 2016). Other than this, another one of main weakness of this tourist attract
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is that it is a one- time experience i.e. an individual who has already experience visited this
tourist attraction and experienced the view once would not like to spend huge amount for the
same view again and again. Other than this, it is a weather sensitive tourist attraction i.e. only if
the weather is clear, only then there is a reason to visit this place otherwise in band weather there
is no sense of visiting this place. There is one more factor because of which weakness of London
Eye increases which is its high popularity i.e. it is a primary tourist attraction which high
popularity because of which it becomes many times tourist try to avoid visiting this place as it is
mostly clouded due to its high popularity.
Opportunities of London Eye: There are various kinds of opportunities that can not only helps
London Eye to increase its popularity and maintain its position as a primary tourist destination
but will also help in increasing tourist visit and contribute to overall GDP in an appropriate
manner. there are various kinds of opportunities that can help London Eye to increase its
importance as a tourist attraction. digital support to this tourist attraction can be increased.
Increasing digital support will help in making it much easier for people to book tickets for this
place. Digital support will also help in increasing awareness about this place among people
globally. Other than this local government can also focus upon providing local support for
development of this place. People can be asked for feedback and suggestions so that according to
suggestions and feedback development of this tourist attraction can be done. In order to increase
popularity of London Eye trips can be organized or organizations should be allowed to organize
trips like student trips, school trips etc. as it will help in increasing popularity of this tourist
attraction in a drastic manner (Forleo and Palmieri, 2019). Lastly, memorabilia should be made
available for the tourist so that they can collect objectives or items associated with this place so
that they can create some memories with this place.
Threats of London Eye: However, despite of some strengths and opportunities and lower
weakness London eye has some of the main threats associated with this tourist attraction because
of which popularity of this place can get reduced. Some of the main threats associated with this
place are: fluctuation in exchange rates is one of the main threats associated with London Eye as
a tourist attraction as it can reduce tourist visit to this place as this place already have premium
cost. Current covid-19 pandemic situation is one of the major threats as this situation has
increased the probability that tourist visit to this place will be quite low for at least a year. Other
lower cost tourist attractions within London is also a threat for London Eye as in order to visit
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London Eye premium cost is required whereas there are many other tourist attractions that do not
require high cost to visit which can become a reason and threat for this tourist destination.
Possibility of future expansion of London Eye
In order to maintain tourist, visit and increasing both local and international tourist visit
to this place it is important of London tourism. Tourist attractions should always be brought
changes within or there should always be an expansion strategy for all the tourist attractions.
This is because expansion of a tourist place always helps in attracting a greater number of
tourists. There are various strategies that can be adopted for future expansion of London Eye.
But these strategies are limited because possibility of future expansion of London Eye are
limited. Some of the most common strategies for expansion of London Eye are:
A separate digital page or application should be developed in which all the information
about London Eye is present, ticket prices, and additional bonus or profit which is provided to
the tourist is also available. Not only this, this application should be accessible to all the tourist
present globally as it will help in increasing a greater number of tourists visit to this place. Other
than this, these website and applications should also include all kids of rules, regulations,
legislation associated to visiting London Eye this will help in increasing awareness about the
place among tourist in a proper manner. For future expansion and maintaining their number one
position in London as a tourist attraction they can provide various kinds of offers to tourist which
will help in attracting a greater number of tourists (Forleo and Palmieri, 2019). These offers can
include, free snack, discounts to other tourist place, or discounts upon memorabilia on visit or
discount upon next visit and many more. These offers or discounts can help in increasing tourist
visit to this place. Other than this tourist can also be provided with offers or discounts upon
nearby hotels for staying. This will not only increase tourist visit to this attraction but will also
help in increasing business of near by hotels as well. Nearby market of London Eye can be
developed i.e. a greater number of hotels can be opened, restaurants or shopping market near
London Eye can be developed or expanded i.e. almost all kinds of facilities can be developed
which will attract tourist to this place. Information about this market development and discounts
or other places or items should be uploaded upon its website and application.
CONCLUSION
From the above research it has been summarized that there are various kinds of tourist
attraction within London. Each of them plays a vital role in increasing number of tourists visit in
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London which eventually helps in contributing in increasing GDP. Out of all of those tourist
attraction London Eye is one of the main and prominent tourist attractions in London. Central
location of London Eye and being one of its own kind in Europe has successfully helped in
increasing overall popularity of this tourist attraction. it has been analysed that this place itself
help in contributing at least 5 percent of GDP. Every year number of tourist visit to this tourist
attraction is continuously increasing and due to this increase its contribution in increasing GDP
of a country is also increasing. However, it has also been analysed that there are various kinds of
threats associated with this tourist attraction that are important to be focused upon so that these
threats do not become barrier in increasing number of tourists visit of this place and future
development to this place can be increased.
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REREFENCES
Books and Journals
Bull, J.W., and et. al., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT
analysis of the ecosystem services framework. Ecosystem services, 17, pp.99-111.
Forleo, M.B. and Palmieri, N., 2019. The potential for developing educational farms: a SWOT
analysis from a case study. The Journal of Agricultural Education and Extension, 25(5),
pp.431-442.
Geddes, V., and et. al., 2018. LONDON EYE. The Hardy Society Journal, 14(2), pp.115-121.
Organ, S., 2019. The opportunities and challenges of improving the condition and sustainability
of a historic building at an international tourist attraction in the UK. International
Journal of Building Pathology and Adaptation.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Online
About London Eye. 2020. [Online]. Available though: <
https://www.britannica.com/place/London-Eye >
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