Successful summer for EDF London Eye

More than 42 million people went on the EDF Energy London Eye this summer, an eight per cent increase on last year’s figure, it has been announced.

The central London tourist attraction hosted more people this summer than in any year since it opened as part of the Millennium celebrations.

The feelgood factor and increased tourism generated by the royal wedding and the favourable exchange rate could be reasons for the upturn in visitor numbers, according to the EDF Energy London Eye.

More Americans than ever before took the 30-minute journey around the wheel, with one in 10 visitors coming from the US, while 12 per cent were from Italy and Germany.

David Sharpe, the divisional director (London) for the Merlin Entertainments Group, the company which owns the attraction, said: “It’s great to see the EDF Energy London Eye maintaining momentum and going from strength to strength. The royal wedding and other International events have helped to boost our success.

“In 2002, during the Queen’s Golden Jubilee, we also saw an incredible influx of guests, but this year has now trumped that. We’re looking forward to the Queen’s Diamond Jubilee and the Olympics next year, when we’ll be ready to welcome each and every visitor with a regal London Eye experience.”

The EDF Energy London Eye achieved particular success by offering luxury experiences to tourists while they take in the capital’s skyline.

Some 86,700 litres of Pommery Champagne were enjoyed by people on the Champagne Experience after the marriage of William and Kate. Champagne tasting experiences will be on offer over the Christmas period after the successful run during the summer.

Meanwhile, tourists looking for a truly British experience have embraced London’s traditional culture. Tickets for the Afternoon Tea Capsule have proved to be as popular as ever, while the attraction has also served up Earl Grey tea, Pimm’s, scones and egg and cress sandwiches.

Encouragingly for the EDF Energy London Eye, some 23 per cent of visitors returned to enjoy the view for a second time. Offering innovative experiences and special extras are believed to be key to bringing consumers back to the attraction again and again.

The 4D Experience at the tourist hotspot has also found favour with visitors since it was launched in 2009. It was the first 3D aerial film of London and has a fourth dimension to delight the senses of visitors.