The Mayor Boris Johnson has welcomed news that London has been given the green light to develop a top level internet domain – .london – to boost the city’s online identity and create a valuable revenue stream.

Cities around the world such as New York, Berlin and Paris are currently applying for the rights to use a city suffix which operates in the same way as .com, .org and .net. Following a bid from London & Partners supported by the Mayor, ICANN has confirmed (Friday 7 June) that London’s application has been approved.

The new domain opens up a range of exciting options including the ability for businesses and individuals to register .london names including email addresses. This would have the benefit of products and services being more strongly associated with the London ‘brand’ online. Profits from the sale of the .london name would be invested back into the city.

Working with the Mayor’s office, London & Partners will be developing a detailed policy on the management of the new domain, which has a working title of Dot London, to ensure the opportunity is maximised. This will include continuing consultations with a range of key stakeholders such as London First, Federation of Small Businesses (FSB), Transport for London and London boroughs. It is expected that the domain will be launched in phases from early 2014.

Mayor of London, Boris Johnson, said, “Acquiring the .london online suffix is an exciting way we can reinforce our position as a world leading digital innovator. Using this virtual moniker will offer the ultimate association with the greatest city on earth, which in turn will generate a valuable revenue stream to invest back into London. This is an important first step and we will now be developing detailed plans to ensure we maximise the opportunities this project presents.”

Gordon Innes, CEO, London & Partners said, “The Dot London project brings variety and choice to the domain name market around one of the most famous city names in the world. We will be working hard with our partners in the months ahead to create opportunities for London and Londoners, and ensure a successful launch of the new domain.”

Lisa Smith, Director of Sales & Revenue, Radisson Blu Edwardian said, “As a brand born in London, our association with the city is vitally important giving a trusted global brand a cosmopolitan edge. London’s creative energy infuses the development of our two new restaurant brands opening across the city. The .london address would help position these brands as innovative and ahead of the curve.”