The British Museum has once again claimed the title of the UK’s most visited attraction, welcoming nearly 6.5 million people in 2024. The London institution, which houses world-famous treasures like the Rosetta Stone and Elgin Marbles, experienced an 11% increase in footfall compared to the previous year, according to new figures released by the Association of Leading Visitor Attractions (ALVA).
Visitor Numbers Rise Across the Board
Overall, ALVA reported a 3.4% increase in visitor numbers across the UK’s top cultural and heritage destinations. Despite the positive momentum, total visits still lag behind pre-pandemic levels, with 157.2 million entries recorded in 2024 — down from 169.7 million in 2019.
Natural History Museum and Windsor Great Park Follow Closely
Not far behind the British Museum, the Natural History Museum saw over 6.3 million visitors in 2024 — also an 11% boost from 2023. Meanwhile, Windsor Great Park emerged as the most popular outdoor destination, drawing over 5.6 million visitors and securing third place in the national rankings.
Top 20 UK Attractions of 2024
Here are the UK’s most visited attractions last year, highlighting the nation’s enduring love for history, nature, and the arts:
- British Museum — 6,479,952
- Natural History Museum — 6,301,972
- Windsor Great Park — 5,670,430
- Tate Modern — 4,603,205
- Southbank Centre — 3,734,075
- V&A South Kensington — 3,525,700
- National Gallery — 3,203,451
- Somerset House — 3,074,736
- Tower of London — 2,902,385
- Science Museum — 2,827,242
- National Museum of Scotland — 2,314,974
- Kew Gardens — 2,273,976
- Royal Museums Greenwich — 2,255,753
- National Galleries Scotland: National — 1,999,196
- Edinburgh Castle — 1,981,152
- Royal Albert Hall — 1,753,371
- Westminster Abbey — 1,717,296
- National Portrait Gallery — 1,578,065
- The Barbican Centre — 1,541,194
- St Paul’s Cathedral — 1,493,184
Regional Highlights and Cultural Comebacks
Scotland’s National Museum of Scotland remained the top regional draw, climbing to 11th place overall with a 6% increase in visitors. Edinburgh Castle and the National Galleries Scotland’s National site both followed closely behind.
Northern Ireland and Wales See Steady Growth
In Northern Ireland, Titanic Belfast continued to lead, attracting 881,573 visitors — a 10% rise. In Wales, Cardiff’s St Fagans National Museum of History drew 600,690 guests, making it the most visited attraction in the region.
New and Reopened Venues Spark Public Interest
The Young V&A, reopened for a second year, saw a substantial 47% rise in attendance with 596,100 visitors. Named Museum of the Year, it landed 18th in the national rankings. The National Portrait Gallery, after a major three-year renovation, drew in over 1.5 million people — a 36% year-on-year boost.
Other notable increases include:
- Museum of Liverpool — up 19% to 829,692 visitors
- Pitt Rivers Museum, Oxford — up 27% to 509,703
- Fitzwilliam Museum, Cambridge — up 25% to 506,428
Royal and Historic Sites Continue to Captivate
Buckingham Palace, despite only opening for public tours during summer, achieved a record-breaking 646,832 visitors — its highest since launching the summer opening initiative in 1993. Meanwhile, the UK Parliament saw a remarkable 196% surge, drawing over 560,000 visitors and securing the 67th position on the list.
Challenges Remain Amid Economic Recovery
While the figures are encouraging, ALVA’s director Bernard Donoghue cautioned that the road to full recovery remains uncertain. He attributed the modest growth to the ongoing impact of the cost-of-living crisis, subdued international tourism, and the lingering effects of the pandemic.
“The recovery of visitor attractions and the broader cultural and heritage economies remains fragile,” Donoghue noted. “But visitors have shown that in their leisure spending they still prioritise day trips to loved attractions.”
As travel confidence grows and institutions continue to adapt, the UK’s museums, galleries, and historic landmarks look set to remain key destinations for millions seeking knowledge, inspiration, and a connection to the past.
