The Your London Starts Here initiative, spearheaded by London Higher, aims to give international students a coordinated welcome as they arrive in London, with the message that they are “loved and wanted” in the capital.
London attracts more than 200,000 international students each year, according to London Higher, with the sector now aiming to establish what it describes as the world’s best city-wide welcome for students.
As part of the initiative, Mayor of London Sadiq Khan has recorded a personal welcome message for arriving students, while TfL and the Metropolitan Police have contributed advice and guidance on navigating the city and staying safe.
Student ambassadors from universities across London will also be present at Heathrow during the busiest arrivals period in September to greet new international students as they enter the capital.
“Every year hundreds of thousands of international students choose to come to London to study at our world-leading universities,” said Khan.
“Their talent, ideas and diverse experiences provide a fantastic addition to our capital, and I’m delighted to be joining with London Higher and partners to show how hugely welcome these students are, as we build a better London for everyone.”
Shitij Kapur, chair of London Higher and vice-chancellor and president of King’s College London, said the initiative reflected an ambition for London to be known as much for its welcome as its education.
“We want London to be the best in the world for higher education in every respect, and that starts with giving every arriving student the best welcome of any city on earth,” he said.
We want London to be the best in the world for higher education in every respect, and that starts with giving every arriving student the best welcome of any city on earth
Shitij Kapur, King’s College London
Universities UK International director Jamie Arrowsmith said the campaign demonstrated what could be achieved when universities, communities, businesses and city leaders worked together.
The campaign comes as the UK’s international education sector continues to contend with concerns over the country’s reputation as a welcoming destination for international students, amid changes to immigration policy and heightened scrutiny of migration.
Laura Citron, chief executive of London & Partners, said international education was central to the Mayor’s London Growth Plan and described the campaign as an example of that ambition “in action”.
“London’s ability to attract the brightest students from around the world is one of the city’s greatest strengths, and a huge part of what keeps it growing,” she said.
“This initiative shows that ambition in action: a coordinated, city-wide welcome that tells students, from the day they arrive, that they made the right decision to study in London.”
Meanwhile, TfL customer director Emma Strain said the campaign would provide international students with “clear, practical travel advice” to help them navigate London’s transport network safely and confidently.
The Metropolitan Police is also contributing crime prevention and personal safety advice, with deputy assistant commissioner for frontline policing Louise Puddefoot encouraging students to seek trusted guidance and report concerns.
The initiative comes as London continues to position itself as a leading global destination for international students, with its universities, employment opportunities and cultural diversity forming key parts of its appeal.
