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www.chinaview.cn 2009-03-24 07:57:37 Print

LONDON, March 23 (Xinhua) -- London revealed on Monday plans to promote the capital city's tourism industry for a 60-million-pound(about 84 million U.S. dollars) boost to the local economy.

On the London Eye, one of the capital's most popular sights, on the first day of British Tourism Week, London Mayor Boris Johnson called on the world to come to London for the experience of a lifetime, as he announced a new two-million-pound (about 2.8 million dollars) international marketing campaign to boost overseas visitors to the capital.

London is claimed to be a great value destination for overseas visitors who are actually spending more during their stay, and the latest campaign is expected to deliver an additional 60 million pounds worth of benefits to the whole London economy by the end of the year.

Funded by the London Development Agency, the global campaign will be called "Only in London" and focus on the unique and exceptional experiences, sights and attractions that make this city such a popular destination for visitors from all over the world.

Starting in the UK at the end of April, the campaign will then be rolled out across key international markets in Europe and NorthAmerica during the summer.

The campaign theme was developed following Visit London's extensive research into the city's key visitor markets, which the organizers said ended in finding that people were keen to come to the capital but wanted to be stimulated by London's unique offering at a good value price.

Visit London's Interim Chief Executive Sally Chatterjee said: "Only in London is a confident and recognizable phrase that we know rings true with people who both visit and live in the city."


Editor: An