Boris Johnson, the Mayor of London, today launched a major new initiative to boost visitors to London. The plan will include discounts at shops and restaurants, free live events and traffic-free days in the West End.

Boris Johnson said that there was “no time for complacency” in terms of attracting visitors to the capital. He announced a £400,000 cash injection from four central London boroughs to the London tourism campaign, following plans announced last month for a new £2m Visit London campaign to promote the capital to the rest of the UK and abroad last month.

The initiative sees the launch of “West End – It’s Time” in Covent Garden – billed as a unique initiative to drive visitors into the centre of London, and  the first in a series of unique events under the “Only in London” umbrella.

Theatres in London have already gone on the offensive to capitalise on the influx of tourists visiting the UK with discounts and special offers on a wide range of shows in London.

Tourism is one of the largest industries in London worth approximately £16.6bn with estimates of over 25 million tourists visiting the capital each year. Shopping, restaurants and theatre remains a major draw to UK and overseas tourists to London.