The Mayor of London, Boris Johnson, has unveiled details of a £2 million international marketing campaign, Only in London, to boost overseas visitor numbers to the capital.
The announcement was made on The London Eye on the first day of British Tourism Week, March 23, where the Mayor also launched Only in London 100 - one hundred examples of what makes the capital a unique tourism destination.
Underpinning the campaign theme is research into the city's visitor market which found people were keen to come to the capital but wanted a good value price.
The initiative, which is funded by the London Development Agency, is expected to deliver an additional £60 million to London's economy by the end of the year. It follows £600 million winter marketing campaigns which have so far returned £6.7 million to the economy, said the organisers Visit London.
Mayor Boris Johnson said: "As well as the massive choice of things to do and see, our overseas visitors will find London even greater value for money today. They'll see that their travel budget buys so much more in London and the only limit to their enjoyment will be not having enough hours in the day to fit it all in."
Only in London will launch in the UK at the end of April before being rolled out across international markets in Europe and North America during the summer.
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