The most-visited attraction in the UK for the second year in a row was the British Museum, according to official figures.
The famous London museum saw 6,479,952 visitors through its doors in 2024, an 11% increase on 2023 numbers.
There was also good news for the capital’s Natural History Museum, which enjoyed an 11% increase in visitors (6,301,972), claiming second spot.
Overall, the UK’s most popular attractions saw an uplift of 3.4% in visitor numbers year-on-year, according to Alva (Association of Leading Visitor Attractions).
The total number of visits to 400 Alva sites in 2024 was 157.2 million but that was still a decline of 8.8% on the 169.7 million visits in 2019.
Windsor Great Park (part of the Crown Estate) was the most visited outdoor attraction, welcoming 5,670,430 visitors last year, a 3% increase, which placed it in third.
Alva director Bernard Donoghue said last year was “a year of steady but not significant growth”, citing the “the long economic recovery” from Covid lockdown and “the effects of the cost-of-living crisis”, as well as “modest inbound visitor numbers to the UK”.
“The recovery of visitor attractions and the broader cultural and heritage economies remains fragile”, he noted.
“Visitors have shown that in their leisure spending they still prioritise day trips to loved attractions.”
The British Museum remains one of the most popular tourist attractions in the world due to its vast and diverse collection of historical artefacts. Housing over eight million objects, the museum offers visitors an unparalleled opportunity to explore human history, culture, and art from ancient civilisations to modern times. Iconic pieces such as the Rosetta Stone, the Elgin Marbles, and the Egyptian mummies draw millions of visitors annually, eager to witness these extraordinary relics firsthand. The museum’s extensive collections ensure that there is something to captivate everyone, whether they are fascinated by ancient scripts, intricate sculptures, or archaeological discoveries.
Another reason for its popularity is that the British Museum is free to enter, making it an accessible destination for tourists from all backgrounds. Unlike many other world-renowned museums that charge high admission fees, the British Museum provides an opportunity for visitors to engage with history without financial barriers. This accessibility has helped solidify its reputation as a must-visit cultural institution in London. Additionally, its central location in Bloomsbury means that it is easy to reach for tourists exploring the city, further contributing to its high visitor numbers.
The museum also stands out due to its impressive architecture and atmosphere, which add to the overall experience. The stunning Great Court, designed by architect Sir Norman Foster, is an iconic feature of the museum, boasting the largest covered public square in Europe. Its glass and steel roof floods the space with natural light, creating a welcoming environment for visitors as they navigate the museum’s many galleries. This grand setting enhances the sense of discovery and wonder, making a visit to the museum as visually striking as it is intellectually enriching.
Lastly, the British Museum’s ongoing efforts to educate and engage the public through exhibitions, lectures, and interactive experiences make it an ever-evolving attraction. The museum frequently updates its displays and hosts temporary exhibitions that showcase rare and unique artefacts from around the world. These initiatives ensure that even repeat visitors have new discoveries to look forward to. By blending history, culture, and accessibility with continuous innovation, the British Museum secures its place as a top destination for tourists and history enthusiasts alike.
