Avoid being the typical tourist and let London experts guide you to the secret gems you’ll regret missing ✨

Get the Casual Tourist Guides

Avoid being the typical tourist and let London experts guide you to the secret gems you’ll regret missing ✨

Get the Casual Tourist Guides

Explore London like you’re a local

Avoid the icky and overpriced tourist traps

Experience what the locals LOVE but tourists usually miss

Explore the city’s best secret gems, according to our London experts

“I don’t want to be a typical tourist and to get ripped off by overpriced food or other tourist traps. But there’s so much information out there that I don’t know who’s recommendations to trust.” 😞

Does this sound like you? 

  • There are SO many recommendations online, but they’re mostly by other tourists so they’re extremely unreliable
  • The city is so big, so it’s so hard to make a plan to see the locally-loved areas and secret spots you’re finding without burning out
  • It takes WEEKS of research to even find the gems that are worth it and then figure out how to see them all in the most efficient way
  • A lot of the advice online doesn’t mention crucial info like price, if reservations are mandatory, friendliness for dietary requirements, wheelchair accessibility, and more
  • It’s hard to know which hidden gems you’ve read about are nearby when you’re on the ground in London. You miss out!

You deserve to have the city’s best hidden gems, as recommended by a London expert, right in the palm of your hand when you’re on the ground in London, without having to waste hours of your life trying to find out what’s actually worth it.

We TOTALLY understand. As a company founded and run by travellers, we know how incredibly overwhelming it is to want to see a city like a local and to avoid the wasteful tourist traps, but not understanding which advice online is credible and taking HOURS of your life to find the good stuff.

We too were frustrated by vague, under-researched content we found online and how hard it was to TRULY get off the beaten path.

That’s why we made the Casual Tourist Guides.

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We’ve found all of the city’s best-kept secrets for you ✨

The Casual Tourist Guide to Central London 2024
The Casual Tourist Guide to Central London 2024

The Casual Tourist Guide to Central London 2024

$22.00

Our Casual Tourist Guides, made by our in-house London experts, break down each area of London and tell you where to find the spots that Londoners love to visit but we’ve seen tourists completely miss time and time again (such a shame!)

We’ve assembled the city’s best restaurants, the coolest bars and pubs, underrated museums worth a visit, unique tours run by amazing independent businesses, and much more.

Go from wasting weeks of your life trying to work out which hidden gems are worth visiting, to having them all in the palm of your hand, ready to be explored on the trip of a lifetime (with not a tourist trap in sight!)

Get the Casual Tourist Guides

3 simple steps to explore London like a local

Step 1

Download your PDF Guides and Notion template and access your Digital Map.

Step 2

Choose which recommendations you want to visit (we’ll tell you if you need to book in advance).

Step 3

Use the Digital Map while in London to navigate to the city’s best kept secrets.

Our promise to you…

 Avoid tourist traps and wasting money on mediocre places.

 Explore the places that Londoners ACTUALLY love, not what a random tourist on TikTok thinks is “authentic”.

 Skip the days-long research time.

 Feel good knowing you’ve visited amazing places that the typical tourist sadly always misses.

ABOUT YOUR LONDON EXPERT

Meet Jess Dante, the founder of Love and London.

When she moved from New York to London over ten years ago (originally for love, but that’s a long story), she started helping people with their visits to her new home that she was intently exploring. She launched a YouTube channel and started helping her growing audience of future London tourists.

After seeing the massive success of our London itineraries, she could see that many of our community members were asking for something that was strictly hidden-gems-only, something that would be great for people who like to skip the attractions, have been to London before, or moved to London recently.

So in 2022 she and the team launched the Casual Tourist Guides to help tourists access the heartbeat of the city. They’ve been a hit ever since (just see all of the positive reviews at the bottom of the page!).

Both Jess and our Love and London team love helping people to have the stress-free trip they deserve and have been planning for years. ❤️

Our promise to you…

 Avoid tourist traps and wasting money on mediocre places.

 Explore the places that Londoners ACTUALLY love, not what a random tourist on TikTok thinks is “authentic”.

 Skip the days-long research time.

 Feel good knowing you’ve visited amazing places that the typical tourist sadly always misses.

What’s included in Each Casual Tourist Guide?

  • PDF Guide (instant download) with 50+ recommendations for food, drinks, points of interest, tours and more for the area you choose
  • Digital Map for your phone with ALL of the recommendations in the PDF
  • THREE Notion templates, including the My Must-Do's Database, To Do Checklist, and the Bookings and Tickets Tracker
  • Dietary-friendly food spots (veggie, vegan and GF), wheelchair accessibility, hours of operation, where to book tickets/make reservations, and other crucial info
  • Printable Checklists - keep track of which recommendations are your must-do’s
  • Toilet Guide - find public (and not so public) toilets while on the ground
  • The 2025 version so you can start planning early!

Every element of the Casual Tourist Guide is digital, so it will land straight in your inbox after purchase, and it works best on your devices— no printing required!

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Which areas are covered in each guide?

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Westminster

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Soho and Chinatown

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Marylebone, Fitzrovia and Mayfair

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Covent Garden

What our customers say...

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Thanks for this!

“Since we were staying in Central London, I purchased this guide. Let me tell you, it was super handy especially during the recent rail and Tube strikes! We were able to walk around and find places to eat & drink at, and find interesting sites to go to. Nicely detailed descriptions and handy maps. For example, although it was very busy when we went, the Seven Dials Market was a good recommendation for lunch.”

Luci, ⭐⭐⭐⭐⭐

(about the The Casual Tourist Guide to Central London)

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Informative, fun and spot-on

“I’ve been to London countless times over the past 50 years, often for business, but sometimes just to go. Each time I try focusing on a new area to learn, and this guide has provided me my next adventure! I have been in all of the locales before, and I knew a few of the places/sites/eateries Jess has included, but most are new and enticing. I look forward to exploring this coming May. Cheers!”

David, ⭐⭐⭐⭐⭐

(about the The Casual Tourist Guide to Central London)

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Awesome guide!!!!

“I have stayed in Southwark London a few times but other than Borough Market and sights near the Thames have never ventured further. This guide feels intimate and exciting. I cannot wait to explore! I am going to buy all the other guides!”

Eleanor, ⭐⭐⭐⭐⭐

(about the The Casual Tourist Guide to South London)

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This guide is so worth it!

“I purchased the West London guide, and it is fantastic. It has maps it has recommendations, checklist, and most of all I love all the pictures so we can really see what we might want to do in the short time that we’re there. It is organized in every way possible, I’m sure to suit everyone’s needs. Really love this, can’t wait to share it with my daughter so we can decide what we want to do in Notting Hill!”

Heidi MI Summers, ⭐⭐⭐⭐⭐

(about The Casual Tourist Guide to West London)

Each Casual Tourist Guide comes with…

 ➭ PDF Guide (with ± 50 recommendations)
➭ Digital Map
➭ Toilet Guide
➭ 3 Notion Templates:
     ➬ My Must-Do's Database
     ➬ To Do Checklist
     ➬ Bookings and Tickets Tracker
➭ Printable Checklist
➭ 2025 version (when released)
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Get your Casual Tourist Guides 

The Casual Tourist Guide to Central London 2024
The Casual Tourist Guide to Central London 2024

The Casual Tourist Guide to Central London 2024

$22.00
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The Casual Tourist Guide to North London

$22.00
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The Casual Tourist Guide to West London

$22.00
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The Casual Tourist Guide to Central London

$22.00
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The Casual Tourist Guide to East London

$22.00
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The Casual Tourist Guide to South London

$22.00
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The Casual Tourist Guide to Central London

$22.00
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The Casual Tourist Guide to North London

$22.00
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The Casual Tourist Guide to West London

$22.00
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The Casual Tourist Guide to East London

$22.00
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The Casual Tourist Guide to South London

$22.00
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15% off

All Casual Tourist Guides

$94.00
$110.00
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20% off

All Casual Tourist Guides
London Spending Guide
+ London Packing Guide

$126.00
$157.00

Frequently Asked Questions

Customer Reviews

Based on 92 reviews
95%
(87)
4%
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E
Emaida
Best guide for first time travelers!

Well written and researched. Will review again once I return from my trip.

M
Monica Ferraresi
Good project

Good project

S
Sarah Jones
Makes planning your trip so much easier and surprisingly fun!

I got all five Casual Tourist Guides, and I LOVE all the helpful information - from the suggestions of things to do and see, to the Google maps which make finding the places so convenient, to the restroom locations, and especially the Notion template! I'd never used Notion before and it makes the trip SO much easier to organize, sort, etc. I'm excited to go back to London with my long list of new things to experience. I highly recommend getting AT LEAST one of these guides.

G
Gloryl M Feliciano
Great guide!

Love how there is a list of places to go and things to pay attention to while going on the visit. Helped plan my itinerary. Can’t wait for my trip!

G
Glenn Murray
Very helpful guide

We are preparing for our visit to London and the Love & London guides are so helpful setting everything up.