The British Museum has retained its title as the most-visited attraction in the UK with 6.48 million visitors in 2024, marking an 11% increase from the previous year. The Natural History Museum also saw a similar rise, landing second with 6.30 million visitors. Overall, visitor numbers to 400 attractions analyzed by Alva grew by 3.4%, yet the total remains lower than pre-pandemic levels, indicating ongoing economic challenges. Alva director Bernard Donoghue noted that while visitor interest is strong, the recovery of cultural sectors remains delicate amid the cost-of-living crisis.
The UK's most popular attractions saw a modest increase in visitor numbers in 2024, led by the British Museum, reflecting ongoing recovery post-Covid.
Alva's Bernard Donoghue emphasized that while there is growth in visitors, the cultural economy's recovery remains fragile due to economic pressures.
Despite a notable uptick in visitor numbers to attractions, total visits still fell significantly from pre-pandemic levels, stressing the continuing challenges faced by the sector.
The British Museum and Natural History Museum stood out as major attractions in 2024, showcasing that people prioritize day trips to beloved sites.
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