Last week's riots in England have dented the UK's reputation as images of looting and burning London buses filled international news coverage.
With the Olympics only months away, authorities hope that potential visitors haven't been scared off visiting a country more typically associated with the pomp and ceremony of April's royal wedding.
Tourism is a major industry in the UK, contributing $145 bn to the economy and providing 4.4 per cent of jobs.
Al Jazeera's Tim Friend reports from London on how tourism in the UK may be affected.
Source: Al Jazeera