A new £2m Visit London campaign to promote the capital's tourism industry has been handed a boost, after mayor Boris Johnson revealed details of a £400,000 cash injection from four central London boroughs.

Camden, Westminster, Kensington and Chelsea and the City of London, the four areas which account for around half of all visitor expenditure in the capital, have provided the extra funding in a bid to strengthen the impact of the tourism drive in key overseas markets. The announcement coincided with the launch of the 'West End – It's Time' initiative, which is being led by West End Marketing Alliance as the first in a series of events to take place as part of Only in London in a bid to attract more visitors to the West End.

Other events that will take place later this year include The Story of London, a month-long celebration of London's past, present and future, highlighting London's contribution to fashion, arts and music and popular culture. Johnson said: "While we kick off our marketing drive with ‘West End it’s Time’, a unique initiative to drive visitors into the centre of London, it is crucial that we take nothing for granted and continue shouting from the rooftops that London is a fantastic city to visit, whether filling your shopping bags, visiting one of our incredible museums, or grabbing a meal."

Visit London's chief executive, Sally Chatterjee, added: "Tourism is an industry that can produce results even in a recession, so it’s essential that we continue to promote London to both domestic and international audiences. The ‘Only in London’ campaign keeps London at the forefront by promoting the great one-of-a-kind experiences that only our capital can offer." Image: Britain On View