Totally London, a near-£4m scheme to boost London's economy and tourist industry in the wake of falling visitor numbers caused by the war in Iraq and terrorism worries, has been announced.

The first phase of the plan - brainchild of mayor, Ken Livingtone in conjunction with the London Tourist Board and to be run in partnership with the Evening Standard newspaper and radio station, 95.8 Capital FM - will run from 17 May to 15 June and be principally aimed at Londoners.

It will see discounts, promotions and special deals offered by leading tourist attractions, theatres, hotels, restaurants and retail outlets, the list of which is still being added to.

Weekend fare concessions will also be available on the Underground and buses.

The second and subsequent stages of the scheme will see advertising targetting the rest of the UK later, followed by Europe in the summer and the US in the autumn.

Funding for the scheme is coming from a £15m budget which Livingstone requested to promote the London tourism industry this year.

Announcing the launch of Totally London, he said: This is a unique opportunity for a good time and good business to go together.

A spokesperson for VisitBritain said: Anything that can be done to generate tourism to London would be very beneficial for the industry generally.

Steven Dowd of the BITOA said that his organisation supported the concept of Totally London but hoped that visitors could be persuaded to visit Britain and its other cities in addition to its capital. Details: www.visitlondon.com/totally or email to [email protected]