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The LTB is working with COI Communications to develop a brief to agencies that will involve the development of a new communications strategy for London. The capital's mayor, Ken Livingstone, is working with the LTB to launch a tourism strategy for London later this month.

It follows a sharp decline in tourism revenues in London last year, a consequence of the foot-and-mouth epidemic and the aftermath of the terrorist attacks on the US.

The budget for a campaign is likely to be significantly higher than previous initiatives, with the LTB seeking private sector backing from London businesses.

LTB marketing director Sandra Elliott said a new campaign would communicate the fact that London was a "unique mixture of the old and new".

According to LTB projections, 29.5 million people are expected to visit London this year, 4% up on last year, but 6% lower than the 31.6 million figure in 2000.