The British Museum continues to lead as the UK’s busiest tourist attraction, with visitor numbers rising to 6.5 million in 2024, an 11% increase from the previous year. However, total visitor numbers to attractions in the UK are still down 8.8% from pre-pandemic levels, with 157.2 million visits recorded. Attractions outside London experienced stronger growth compared to their London counterparts. Highlights include significant increases at the National Portrait Gallery and Young V&A, alongside impressive performance from entertainment venues like the Royal Albert Hall, showing varied visitor trends across the country.
The British Museum remains the UK's most visited attraction with 6.5 million visitors, showing an 11% increase from 2023 but overall visitor numbers still lag behind pre-pandemic levels.
Despite a slight overall increase in visitor numbers, attractions across the UK are still experiencing an 8.8% decline compared to pre-pandemic figures recorded in 2019.
London attractions, in particular, have seen varied growth rates, with notable increases at the National Portrait Gallery and Young V&A, reflecting the rebound in interest post-reopening.
Visitor engagement in entertainment venues like the Royal Albert Hall shows positive growth, highlighting changing consumer preferences for entertainment experiences post-pandemic.
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