New campaign aims to reverse London slump

As nearly 50% of London Tourist Board members reveal that they are experiencing a downturn in business, the city's mayor, Ken Livingstone, has launched the LTB's largest-ever marketing campaign, Totally London, in an effort to strengthen domestic tourism.

The launch comes a week after a survey found that 42% of LTB members were experiencing a downturn in business levels this quarter against the same period in 2002, while 43% said that they had already suffered cancellations.

In addition, 88% said that war with Iraq would have a negative impact on their business.

Two-for-one deals to tourist attractions, theatre offers, discounted short breaks and hotel packages, all available through www.visitlondon.com, are part of a £1.2m campaign to attract Britain's internal tourist market and to encourage Londoners to spend more in their own economy.

LTB chairman Tamara Ingram said: "Given current international uncertainties, domestic tourism is particularly important to the capital. The domestic market has been more resilient in such times, and has shown a good return on investment in short-lead campaigns."

Alex Brannan, a spokesman for the LTB, added: "For obvious reasons, it was thought to be pragmatic to target the markets that we haven't given as much attention to in the past.

"We're also targeting Londoners, to encourage them to spend more in their own economy. It's a call to action to them to be proud of their city and to enjoy it."

Totally London survey results

Overseas visitors were asked what they thought were Totally London experiences:

\ Most representative sites: Big Ben (81%), Tower of London (72%), Harrods (63%)
* Most typical London culinary experiences: fish and chips (38%), afternoon tea (28%), Brick Lane curry (2%)
\ Totally London experience: theatre (61%), local pubs (39%)

By Helen Adkins