Stars to boost London tourism

It is unquestionably the greatest show on earth. It stars Dame Judi Dench, Timothy West, Joanna Lumley, Sophie Dahl, Richard E Grant and Eddie Izzard. They're joined by Gordon Ramsay, Linda Gray, Dennis Waterman, Dawn French, Joan Collins, Alison Moyet and Chris Tarrant. And the master of ceremonies is Ken Livingstone.

Amid clear indications that London theatres, restaurants and attractions are suffering from the drop in tourism triggered by the 11 September atrocities, the Mayor has enlisted a stunning array of talent to try to persuade more visitors to come to the heart of the capital.

They will all be involved in a new campaign, London - The Greatest Show on Earth, to be launched at a London theatre next week with the simultaneous unveiling of a huge poster - two and half times normal size - overlooking Cromwell Road. Some celebrities featured in the pioneering advert will attend the launch.

The campaign will also see the start of a massive price cutting package allowing tourists cheap deals at London restaurants, hotels and theatres. Details of reduced travel packages, allowing tourists to move around cheaply, will also be announced. With Americans reluctant to travel, the star-spangled project is designed to persuade people from other parts of Britain and Europe to come to London.

The Mayor has already promised a half-a-million-pound cash injection to revive theatre audiences. The cash is pledged towards 100,000 free and discounted tickets. He is backing this up with an offer of free bus travel, to highlight the message: "London's Open for Business".

Mr Livingstone has given a commitment to champion the theatre industry again in the New Year, as part of a long-term strategy to provide support through what is traditionally a quieter time.

The battle to save the central London economy is one of Mr Livingstone's top priorities. On Monday he announced his willingness to end his congestion charge scheme at 6.30pm instead of 7pm to avoid deterring visitors from London's restaurants and theatres.

His researchers say the economic downturn and 11 September are having an impact on some London attractions.

The Museum of London has seen a 44 per cent decline in visitors while Tate Modern has seen a 40 per cent drop. Hotel occupancy is 17.2 per cent lower and theatre ticket sales are 15 per cent down. Some theatre chiefs have told the Mayor they are 30 per cent down on visitors. Forecasts from the London Tourist Board are gloomy. It says London could lose up to £1.5 billion in tourist revenues. Tourism is the second largest industry in the capital. Valued at £8 billion, it represents eight per cent of London's GDP and employs 275,000 people.

Teresa Wickham, LTB chairman, said: "This is a difficult year for London's tourism industry. But experience has shown that the industry will recover. The campaigns are a crucial step towards that recovery."

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