The British Museum has once again claimed the title of the UK’s most-visited attraction, drawing 6.48 million visitors in 2024, marking an 11% rise from the previous year. This marks the second consecutive year the iconic London institution has secured the top spot.
In second place, the Natural History Museum, also in London, reported a similar 11% increase, welcoming 6.3 million visitors. Both museums contributed to a broader trend of growth for the UK’s major attractions, with overall visitation rising by 3.4% compared to 2023, according to data from the Association of Leading Visitor Attractions (ALVA).
The National Museum of Scotland in Edinburgh was the most popular attraction in Scotland, with 2.31 million visitors, a 6% increase. This placed it 11th in the UK’s overall rankings. Meanwhile, Windsor Great Park, part of the Crown Estate, emerged as the most-visited outdoor attraction, drawing 5.67 million visitors, a 3% increase, securing third place.
Despite the rise in visitor numbers, the total attendance across 400 ALVA sites in 2024 reached 157.2 million, still 8.8% below the 169.7 million visits recorded in 2019. Bernard Donoghue, director of ALVA, acknowledged that the recovery of cultural and heritage economies remains fragile, largely due to the prolonged effects of the COVID-19 pandemic and the ongoing cost-of-living crisis. Nonetheless, he noted that visitors continue to prioritize leisure activities such as day trips to beloved attractions.
Among notable gains, London’s National Portrait Gallery saw a remarkable 36% increase in attendance following its extensive redevelopment, attracting 1.58 million visitors and landing in seventh place. Similarly, the Museum of Liverpool experienced a 19% rise, jumping 12 places to 41st with 829,692 visitors.
The Young V&A, which re-opened its doors for a second year, achieved a 47% increase in visitation, reaching 596,100 visitors and securing 18th place. Meanwhile, Buckingham Palace, which is only open to the public for a limited time each summer, saw its highest-ever attendance at 646,832 visitors, taking 59th place.
In Scotland, the National Galleries of Scotland’s National site recorded a 9% rise, reaching 1.99 million visitors. Edinburgh Castle also saw an increase, attracting 1.98 million visitors. In Northern Ireland, Titanic Belfast remained the region’s most visited attraction, up 10% to 881,573 visitors.
Meanwhile, in Wales, Cardiff’s St Fagans National Museum of History topped the regional chart, with 600,690 visitors.
While visitor numbers are improving, ALVA’s report underscores the challenges that the UK’s attractions still face, emphasizing that steady growth is expected in the coming years, as long as economic uncertainties persist.
