Authorities in London are having a bit of a problem over the past few days with riots and looting in some of the capital's less-touristy areas.
While the violence has so far been contained to urban areas, although London's West End shopping zone has seen some skirmishes, footage of folk fighting the police is probably not one many folk want to see beamed around the world.
William and Kate getting hitched, yes. Wheelie bins set on fire and thrown through shop windows, probably not.
Unfortunately the timing also couldn't be worse for the UK's tourism bosses, with the London 2012 Olympics less than a year away amid various agencies having massive cuts made to their funding.
VisitBritain will no doubt be hoping that its new project, the Super Blog, will go some way to countering the negative publicity and (possible) hype in social media around the recent events.
The idea is very simple - aggregate UK-related content from some of the highest profile travel bloggers across the world, in a single place.
Twenty bloggers have been picked so far to, in VisitBritain's words, "provide inspirational world-class UK travel content every day".
Among the 20 are those behind 501Places, Inside the Travel Lab, Travel Crunch, Bald Hiker and The Quirky Traveller.
The bloggers are providing their content for free, a VisitBritain official says, with a new post expected "more or less every day" from the group.
It is expected that the content will be a mixture of original and regurgitated articles from a blogger's existing site. Each is expected to use the usual social media channels such as Twitter to promote the articles.
So how did VisitBritain select the 20 luminaries?
The organisation spent six months hand-picking bloggers based quality and type of articles on their blogs (specialists in food, budget, culture, etc) as well as quantitative services such as Twitter presence and Klout score.
The 20 bloggers have a combined Twitter following of 500,000.
VisitBritain will also be using the site (which will be accessed through the main site, Facebook page, TV site, etc) to promote time-sensitive deals, consumers news and traveller tips.
A VisitBritain official says:
"We know that more and more consumers are looking to trusted independent sources for travel information and inspiration.
"By working with some of the most established travel influencers from across the globe, not only can we offer the highest quality content, we are now able to inspire a vast number of travellers via sources they trust and engage with on a daily basis."