The much-trusted Where brand is the world’s largest visitor magazine. Founded in 1938, it boasts a presence in the finest hotels and visitor venues in 68 markets worldwide, including 46 in the United States. Where London provides authoritative content direct to tourists on all the best things to see, do and eat in the city each month. Exclusively distributed in more than 270 four and five star hotels, both in-room and at concierge desks, the magazine has become a useful tool for London’s network of concierges, who use the magazine to help visitors to the city seek out the best experiences. 

In addition to hotels, Where London is also available in more than 40 luxury serviced apartments, 27 special distribution outlets and 18 private members’ clubs. Special distribution points include international embassies, the Queen Elizabeth II Conference Centre and corporate reception areas.

Thanks to Where London's unique position in the market, the MVP team can offer a whole host of advantages to clients: 

  • Each edition of Where London is published and edited locally, offering first-hand insider information from people who know the city best. Reflecting the dynamic lifestyles of affluent travellers, Where London is a unique platform for targeting this valuable but hard-to-reach audience.

  • MVP has direct access to the head concierges and their teams at all of London's four and five star luxury hotels. MVP provides a unique opportunity to personally introduce concierges to your brand or service.

  • The Where brand is also affiliated with tourist information website Dozens of international cities contribute to the Where Traveler site, which presents up-to-the-minute information on events around the globe, plus maps, links and information to make a visitor’s stay as enjoyable and productive as possible.


 Spends an average of 6.1 days in our capital on each trip

Has an average age of 48

Average household income is £62,850 p.a.

"London Planner has always been a brand that reaches the right audiences, from Chinese, millennials to middle class tourist travellers - it's possibly the most well known brand."
Ana Araque
Head of Global Sales - EMEA
Big Bus Tours

Click here to access the Where London media kit