As latest figures show London is still a magnet for overseas tourists, VisitBritain wants to draw more visitors elsewhere.
Here are the UK's top 10 tourist attractions, and the number of people who visit them. They're all in London.
Boris Johnson says 16 million people are expected to visit the capital from overseas.
The viewing platforms on the Shard will be open to the public from the 1st of February 2013.
Although visitors can't go right to the top of the 310m building, they can reach the 72nd floor, which stands at 244m.
The first details about a new tourist attraction at the top of The Shard - the tallest skyscraper in Western Europe - have been unveiled.
The View from The Shard takes people on a journey to 244m (800ft) above London, almost twice as high as any other viewing point in the city, and will offer a 64km (40 mile), 360-degree panoramic view over the capital.
Watch the promotional video from The View From The Shard below.
London's tourism industry is struggling to compete with the impact of the Olympic Games, which has left the host city a "ghost town", businesses said.
Many traditional tourist hotspots have reported a fall in ticket sales as visitors flock to Olympic venues across the capital.
Theatre companies said they were seeing a "mixed picture" with many companies struggling due to the lack of footfall in the West End.
Mark Rubinstein, president of the Society of London Theatre, said: "Normally tourists will visit central London but they are mostly here to see the Games.
The message about travel problems also seems to have kept people away.
"My experience is things are running smoothly and people should not be put off.
"There is a great opportunity to get out there to see some fantastic shows."
Tourists from across the globe have named London the world's best travel destination.
The capital beat cities like New York, Rome and Paris in a survey by travel company TripAdvisor.
Gordon Innes, chief executive of tourism organisation London & Partners, said: "This accolade couldn't be better timed for the capital in this momentous year and we are delighted.
"It is a testament to the wonderful array of attractions, dining and accommodation that set London apart from all of these other destinations."
VisitBritain has brought in some of Russia's most famous sport stars, including tennis player Dinara Safina and Olympic gymnast Alexei Nemov, to promote London. It believes encouraging Russian tourists is a lucrative market - they spend £1,454 on average each time they come to Britain.
HMS Belfast will welcome back visitors to her historic decks next month.
The ship, docked on the Thames, has been closed to the public for six months after the gangway collapsed. It'll be open from May 18th.
Holidaymakers will be offered discounts on UK breaks in a major tourism drive aimed at cashing in on the Olympic year.
Culture Secretary Jeremy Hunt is unveiling a "staycation" campaign on Wednesday that will see companies slash "20.12%" off bills.
Commons Speaker John Bercow has defended plans to charge visitors to the Palace of Westminster to see Big Ben. From July, visitors will have to pay £15 to climb the 334 steps of the clock tower to see the famous bell - an experience which is currently free.
Mr Bercow said the introduction of charges was to cover costs and would not be used to generate a profit.
The issue was raised in the Commons by Tory Robert Halfon who urged Mr Bercow to "look again at the decision" taken by the House of Commons Commission.