The British are known for their reserved nature, which is exactly why Downton Abbey star Jim Carter, better known as the butler Mr. Carson, modestly boasts about the stellar lineup of cultural events happening in London this fall, highlighting the city as the world’s top cultural destination in a new digital campaign.

Launched by VisitLondon.com in partnership with the GREAT Britain Campaign, Autumn’s Season of Culture is a response to the increasing numbers of tourists, especially Americans, heading to London for museum and gallery visits.

In addition, the campaign builds off recent findings that show London is the most searched for city in the world. The data, collected by by Google and London & Partners, the mayor’s official promotional company for the city, also shows that London is the most Googled city for its art galleries, performing arts and innovative design.

“Culture is the leading reason why visitors come to London and it is vital to the city’s economy, contributing an estimated $11.4 billion per year. By bringing together these events, we can attract new international audiences to experience the best of London’s blockbuster cultural offerings, while underlining the city’s status as a global cultural powerhouse,” said Gordon Innes, chief executive of London & Partners.

The research reveals that London’s museums are among the top three most searched for museums in the world, and VisitLondon.com along with the GREAT Britain Campaign are riding the wave of cultural interests bringing tourists to the city.

London is doing its best to outshine the Big Apple, with Jim Carter doing a pretty good job having a laugh at Brits’ notorious lack of emotions while proudly plugging London as a “pleasant city” to visit.

Photo Credit: Jim Carter, notable for his role as head butler on Downton Abbey, puts the spotlight on London as the world's most cultural city. VisitLondon.com/ GREAT Britain Campaign