The scheme has been short-listed in the category of Marketing and PR Campaign of the Year.
The opposition includes high profile private sector competitors including the British Museum for its promotion of China's Terracotta Army, and the Imperial War Museum for its promotion of a James Bond exhibition.
The winner will be announced at the Royal Albert Hall in November.
Mayor of Newham, Sir Robin Wales, said: "I'm very proud that Newham Council is the only public sector organisation to be named as a finalist in this category rivalling private sector organisations with huge promotional budgets.
"The Be a Local Tourist weekend is a fantastic example of the council working with partners to enable thousands of residents to enjoy visitor attractions in their borough."
The Be a Local Tourist campaign is organised by the council's 2012 tourist and visitor legacy team. This year it saw more than 4,000 residents taking the opportunity to discover the tourist attractions on their doorstep.
Two other Newham organisations are also in the running to win an award. ExCeL London has been nominated as Business Venue of the year and Stratford based children's centre, Discover has been nominated for best celebration of cultural diversity.
