Morisetti was commissioned by Transport for London to provide a preliminary review of the operating performance of the Emirates Airline Cable car in London.The study covered an assessment of current markets and projections for future markets, a benchmarking review of the Cable Car’s year one attendance, pricing, visitor spend and visitor origin in the context of the London visitor attraction market, and an assessment of current and future threats and opportunities.Options for enhancing the operating performance were identified and a preliminary sense check conducted on the achievability of the Cable Car’s five-year performance targets.