Up to 12 million Brits are embracing weird and wonderful attractions this summer, swapping buckets and spades for spell books and broomsticks, according to new research by London North Eastern Railway (LNER).
Shift to unusual days out
More than a quarter (26%) of people said they are drawn to days out exploring myths and legends, while 17% want to see places associated with witch trials. The trend is partly driven by the rising cost of living, with 33% saying they now seek affordable and memorable experiences closer to home. Two-thirds (66%) are more likely to visit attractions if they can be easily reached by train.
Top unusual attractions
The top three unusual attractions are the Museum of Witchcraft & Magic in Cornwall (14%), The Shambles in York (12%) – known for inspiring Harry Potter's Diagon Alley – and Edinburgh's vaults (11%). The full top ten list includes the Dracula Experience in Whitby (11%), the Smallest House in Great Britain in Conwy (11%), Whitby Abbey (11%), the Lake District Pencil Museum (10%), the Forbidden Corner in Yorkshire (10%), JORVIK Viking Centre in York (9%), and the Real Mary King's Close in Edinburgh (9%).
LNER's initiative
Colette Casey, customer experience director at LNER, said: "People are increasingly looking for days out that feel rewarding, whether that's uncovering a hidden piece of history, discovering somewhere they've never visited before or spending quality time together as a family. Our research suggests there's a real appetite to explore more of what Britain has to offer."
She added: "With two thirds of people saying they'd be more likely to visit attractions if they were easy to reach by train, it is clear rail has an important role to play in helping people explore more destinations and uncover the hidden gems waiting on their doorstep."
LNER has teamed up with historian Katie Kennedy, known as The History Gossip, to launch a new online series titled The History Gossip’s Hidden Journeys with LNER for the summer holidays. Each episode explores fascinating stories from destinations across the UK, uncovering hidden histories, curious legends, and unusual attractions.
Katie Kennedy said: "One of the best things about Britain is that you never have to travel very far to stumble across an incredible story. Some of our most fascinating places are hidden in plain sight – from Viking settlements and witch trial sites to underground streets, mysterious caves and attractions that have inspired centuries of myths and legends."
She noted that the strange can make for "unforgettable" family memories. The series is available on Katie Kennedy's social channels.
