London’s Natural History Museum was the most visited attraction in the UK during 2025, drawing a record 7.1 million visitors, a 13% increase on the previous year. The museum’s success was attributed to its renovated gardens, new climate gallery, and free entry.
The British Museum came second with 6.4 million visits, followed by the Crown Estate in Windsor (4.9 million), Tate Modern (4.5 million), and the National Gallery (4.1 million). However, most top attractions saw slight declines in visitor numbers compared to 2024, with many still below pre-pandemic levels.
Bernard Donoghue, director of the Association for Leading Visitor Attractions, said the cost of living crisis and a drop in international tourists, particularly from China, had affected numbers. He noted that the UK’s removal of tax-free shopping had made countries like France and Italy more attractive to Chinese visitors.
Donoghue called on the government to reduce VAT on attractions, reintroduce tax-free shopping, and ringfence any tourism tax for cultural investment. Despite current challenges, optimism remains for 2026 with major openings planned, including the V&A East and the London Museum.
