This report provides a comprehensive analysis of the London Eye as a significant tourism attraction in the UK. It begins with an introduction outlining the aim to evaluate the London Eye's importance and objectives including analyzing its strengths, weaknesses, opportunities, and threats (SWOT) from a tourism perspective, as well as exploring ways to enhance tourism through the London Eye. The literature review highlights the London Eye's prominence, its appeal due to the panoramic city views, and its status as a major paid tourist attraction. A SWOT analysis is presented to assess internal and external factors affecting the London Eye's tourism potential. The research methodology section outlines the use of positivism, an inductive approach, and descriptive research design, with qualitative research methods using secondary data from journals and books for theoretical analysis. The results section details the importance of the London Eye, emphasizing its visibility, accessibility, and popularity, followed by a detailed SWOT analysis. The report concludes with recommendations for the tourism authorities to improve London Eye's tourism through modern marketing strategies and enhancements to make the attraction more appealing. The report stresses the need for digital, social media, and mobile marketing, and also suggests adding technical elements and improvements within the place to make it a major attraction from the tourism perspective.