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

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.

25 Aug ‘26

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

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

25 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.

25 Aug ‘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.

For Bloomsbury Institute London, committed to breaking down barriers together in higher education, LCCI is invaluable - as a resource as we grow, as a platform for inclusive business and as a supportive community for sharing experiences and learning from others.
Arif Zaman BA (Hons) MBA FHEA FRSA FRAS MCMI
Enterprise Outreach Manager and Senior Lecturer
LCCI has been an incredible platform to connect, network and meet like-minded business leaders! Great member services too.
Abby Ghafoor
CEO, Arc Management Consulting and ABA Committee Member
LCCI has been instrumental in my company growth. I highly recommend the lounge; I use it for connecting with customers and collaborating with colleagues.
Dane Ellis
Co-founder & CEO, Sentriware