First Johnson revealed a week-long series of events to celebrate St George's Day, which falls on 23 April. And on 23 March, the mayor took a ride on the London Eye to launch a new £2m international marketing campaign to promote the experiences unique to London.
The mayor is perhaps keen to portray himself as the saviour of London's tourism business, following a recent stinging public attack by a coalition of London retailers.
The lobby group London First, which includes John Lewis, Harrods and Westfield presented an open letter to the mayor earlier this month calling for a campaign to attract foreign visitors through the favourable exchange rate.
Tourism body Visit London was also said to be unhappy with the £3m cut from its annual budget, including £1.5m shortfalls from the London Development Agency (LDA) and the Department for Culture, Media and Sport (DCMS).
With media pressure building, the mayor found some additional funds stashed away in his Economic Recovery Action Plan. The launch of the campaign, which uses the strapline ‘Only in London', also happens to coincide with the start of British Tourism Week.
The ads list 100 contemporary and historical experiences only to be found in the capital (see below). The aim is to attract US and European visitors who can benefit from a favourable exchange rate, as well as getting UK consumers back shopping in London.
1. See where the Gunpowder Plot was first contrived at Eastbury Manor House in Barking
10. Recreate the famous Beatles album cover on Abbey Road
20. Watch a performance at the famous Brit School in Croydon - whose alumni include Amy Winehouse, Adele and Kate Nash.
30. Visit The Kurdish Museum and Library in Ravenscourt Park, the first museum for Kurdish Heritage in the World
40. Marvel at the world's largest collection of steam pumping engines at the Kew Bridge Steam Museum
50. View the largest outdoor fruiting olive tree in Britain at the Chelsea Physic Garden
60. Pay tribute at suffragette Sylvia Pankhurst's commemorative site, Pankhurst Green in Woodford
70. Get stylish in the UK's home of fashion - over 85% of UK fashion designers are based in London
80. Shop in the UK's leading retail city - over 40,000 shops and 80 individual markets
90. Eat at the world's first Hard Rock Café near Hyde Park Corner
100. See the original Mamma Mia! in its 10th year in the West End
For a full list, visit the Visit London website at www.visitlondon.com.
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