British Museum tops visitor numbers in 2024
The British Museum has once again claimed the title of the most-visited attraction in the UK for the second consecutive year, according to recent figures. With an impressive 6,479,952 visitors in 2024, this iconic London landmark saw an 11% increase in footfall compared to 2023, maintaining its stronghold as the nation’s favourite destination.
Not far behind the British Museum in popularity, the Natural History Museum in London also experienced a surge in visitor numbers, welcoming 6,301,972 people. This marked a similar 11% increase, securing the museum second place on the list of most-visited UK attractions. Windsor Great Park, part of the Crown Estate, took third place with 5,670,430 visitors, also showing a steady 3% rise in numbers.
In total, UK attractions saw an uplift of 3.4% in visitor numbers in 2024, according to the Association of Leading Visitor Attractions (ALVA). The combined visits to 400 ALVA-listed sites reached 157.2 million, though this remains down by nearly 9% compared to pre-pandemic levels in 2019.
Despite challenges like the ongoing economic recovery from the Covid lockdowns and the ongoing cost-of-living crisis, visitors to the UK have demonstrated a strong preference for cultural and heritage experiences. ALVA director Bernard Donoghue remarked that 2024 marked a year of “steady but not significant growth,” with attractions continuing to recover, though cautiously.
The steady rise in numbers signals that, despite external pressures, London and the wider UK remain prime destinations for cultural tourism.
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