London is now the top European retail location for expanding international brands, overtaking Paris. International tourists spent a staggering €17.8bn in London in 2015/2016, 53.5% more than the level recorded in Paris. Tourists in London allocate 46.7% of their total spend to shopping, compared to just 16.7% in Paris. London offers 3.9 stores per 1 million of international tourists, while Paris has 5.9 stores per 1 million of international tourists. The appeal of London and Paris to expanding international brands is still unrivaled in Europe!