Mayor leads tourism drive
Mayor Ken Livingstone today launches a major new initiative to boost London's economy and tourist industry.
The month-long Totally London campaign, to be run in partnership with the Evening Standard and 95.8 Capital FM, will aim to lift London's businesses out of a downturn brought on by the war in Iraq.
From 17 May to 15 June, leading tourist attractions, shops, hotels and restaurants will offer exclusive promotions including discounts, competitions and special deals. Weekend fare concessions will be available on buses and the Tube.
Mr Livingstone outlines his plans for London's leisure and tourism industry fightback in a statement below.
Overseas visitor numbers have dropped since the start of the conflict, while tourism from the US has never fully recovered since the September 11 terrorist attacks. Hotels and leading attractions have seen takings fall, and London Underground has reported a decline in off-peak Tube travel, a sure sign tourists are staying away. Even some local people are keeping out of the West End for fear of tensions or terrorism. A Mori poll last month found that one in five Londoners is now less likely to visit central London "in light of current global events".
Totally London month will see all-day bus passes offered for £1 on Saturdays and Sundays, allowing unlimited travel across London. Children will go free on the Tube on some weekends in June. A worldwide advertising campaign will use the Totally London slogan to promote holidays. Press and TV adverts will run across the UK from next month, then extend to the Continent and the US.
The £3.8 million initiative will be funded from £15million which the Mayor has requested this year to promote London tourism.
Many businesses are backing the campaign, as well as the Metropolitan Police, Westminster City Council and Soho and Chinatown community groups. Regent Street Association spokeswoman Annie Walker said: "This will benefit not only the retailers but theatres, restaurants and other attractions."
