London has been named the world's best destination by travel review site TripAdvisor, as it continues preparations to host the 2012 Olympic Games.
The city fended off competition from runners up New York and Rome to be named top in the annual Travellers’ Choice Destinations Awards, which rank global cities on the basis of votes from millions of travelers which use the site.
It was one of five European destinations to make the top ten list, which also featured San Francisco, Marrakech in Morocco, Istanbul in Turkey and Siem Reap in Cambodia.
For many, the award for London will not be entirely unexpected -- the city is currently basking in the spotlight as it prepares to celebrate the Queen's Diamond Jubilee, followed by the London 2012 Olympic Games.
It has already been named the best city in the world to visit this year by travel guide publisher Lonely Planet, in an influential global ranking published late 2011.
This week, the city's world-famous Oxford Street shopping destination kicked off a campaign which will see the entire West End covered in 500 British flags ahead of the summer, each measuring 3.5 meters in height and placed in popular tourist hotspots.
Last month, officials predicted that tourist figures would reach 12.7 million this year (up five percent on 2011), an optimistic projection which appears to contradict suggestions some visitors could be put off by the publicity.
Travellers’ Choice Destinations Awards - winners
1. London
2. New York City
3. Rome
4. Paris
5. San Francisco
6. Marrakech, Morocco
7. Istanbul
8. Barcelona
9. Siem Reap, Cambodia
10. Berlin
Source: TripAdvisor
