The plans are part of a three-year tourism strategy unveiled by Livingstone last week, which is designed to reverse the impact of last year's foot-and-mouth epidemic and the September 11 terrorist attacks.
Its priorities will be to bring in greater private sector investment and the creation of a 'big idea' that unifies London's international image in the same way that similar campaigns have promoted cities such as New York.
Livingstone is taking personal responsibility for the 'Visit London' campaign, co-ordinating the roles of key stakeholders such as London Tourist Board (LTB), the London Development Agency (LDA) and the private sector.
A pre-Christmas marketing campaign, expected to be created by Euro RSCG Wnek Gosper, will be launched, focusing on the combination of cosmopolitanism, tradition and excitement that have made London famous.
The strategy will also involve the establishment of a company whose specific remit will be to market London and act as a representative body for the tourism industry. KPMG has been appointed by the LDA to set up the company by April next year.
Other initiatives include boosting the provision of affordable hotel accommodation in outer London, improving the training of staff in the leisure and hospitality sectors, and the construction of an international convention centre in the capital.
'Visit London' will aim to reverse a 10% fall in visitor numbers and tourism revenue last year. Although the LTB predicts a recovery in 2002, figures are expected to fall well short of the 31.6 million people who visited London in 2000.
Tamara Ingram, the recently appointed chairman of the LTB and the chairwoman and chief executive of advertising agency McCann-Erickson, said London had to seize the opportunity to transform its marketing strategy.
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