New West End Company marketing lead, Luciana Magliocco, has been recruited as the Director to oversee the City of London Corporation’s flagship new leisure programme, Destination City.

Launched last month, the scheme will transform the Square Mile’s leisure offer, creating a leading destination for UK and international visitors, workers, and residents to enjoy.

Backed by a £2.5 million annual investment from the City Corporation, Destination City will drive the Square Mile’s recovery from the pandemic, enhancing its vibrancy, revitalising its streets, reinvigorating its businesses, and boosting its attractiveness to talent.

Destination City will deliver an exciting events programme, offering something for everyone, including outdoor festivals featuring music, art, education, sport, and wellness, in the City’s iconic settings and hidden spaces.

A first of three major events is planned for this autumn.

New West End Company comprises 600 UK and international retailers, restaurateurs, hoteliers, galleries, and property owners in London’s West End.

During her 11 years at the organisation, Luciana led on a number of transformative West End programmes and activations, working alongside its businesses and partners to ensure it remains a globally-renowned and attractive destination.

These include overseeing the iconic Oxford Street and Regent Street Christmas Lights Switch On shows, large scale traffic-free days, launching the first ever West End wide loyalty app and working with Westminster City Council and property partners to deliver its innovative Pop-Up programme.

Luciana starts in September, and one of her first tasks will be leading the programme’s spectacular launch event this autumn.

It will tell the City’s story through immersive theatre, taking audiences on a journey through 2,000 years of history, and looking towards the even greener, cleaner, and more sustainable Square Mile of the future.

She will have the support of a new City Envoy Network of leading arts, retail, and hospitality specialists, who are providing a new voice for tourism at the heart of the City Corporation.

Policy Chairman of the City of London Corporation, Chris Hayward, said:

“We are thrilled to welcome someone of Luciana’s calibre and experience to oversee this flagship programme.

“This is a once-in-a-generation opportunity to redefine the Square Mile, just as the Elizabeth line is connecting more people to the City than ever before.

“We are putting the City of London on the map as a world-leading destination, which is fun, creative, and inclusive.”