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NEWS
London attractions draw 65 million visits as capital dominates UK market
POSTED 07 Mar 2016 . BY Tom Anstey
Welcoming 6,820,686 visitors last year, the British Museum remains the most popular attraction in the UK Credit: shutterstock.com
The top 10 most-visited attractions in the UK are all based in London, according to new figures from the Association of Leading Visitor Attractions (ALVA), with the British Museum topping the chart as the most popular visitor attraction in Britain for the ninth consecutive year.

With many urging for the cultural disparity between the capital and the rest of the UK to be addressed, London showed why it receives roughly four times the amount of per capita funding compared to the rest of Britain, drawing more than 65 million people to its visitor attractions in 2015.

Welcoming 6,820,686 visitors last year, the British Museum remains the most popular attraction in the UK, while the National Gallery retained second place spot, drawing 5,908,254 people. The Natural History Museum jumped up two places from 5th in 2014, welcoming 5,284,023 as the UK’s third-most-visited attraction.

Outside the capital, Birmingham’s redeveloped library was the most visited in the UK, with 1,828,999 passing through its doors. Following its £40m Islands expansion and favourable coverage on a BBC drama series in late 2014, Chester Zoo was number 12 on the list, with an 18 per cent increase in visitor numbers year-on-year.

Temporary exhibitions played a strong part in 2015, with the largest increase in visitor numbers in the top 10 being Somerset House, which saw a 31 per cent jump up to 3,235,104, largely credited to a series of temporary exhibitions and public programmes. The Royal Academy of Arts climbed six places in this year’s results, breaking the million visitor barrier thanks in large part to its Ai Weiwei and Summer exhibitions. The V&A’s Alexander McQueen exhibition, which closed last August, was the UK’s most popular temporary exhibition, with 493,043 people seeing it in total during its 21-week run.

Normally dominant in the heritage sector, Edinburgh Castle shone in 2015, becoming the most visited attraction in Scotland, with 1,568,508 people coming to the historic site, overtaking National Museum Scotland for the first time in five years, which followed narrowly in second place with 1,567,310 visitors.

Things aren’t looking as rosy for all of the UK’s visitor attractions however, with the Tate Modern recording its lowest attendance figures for a decade. Finishing fifth on the list with 4,712,581 visitors, the numbers were down 19 per cent – a drop of close to a million people in 2014 when 5,785,427 came to the gallery.

“2015 continued to be a record year mainly due to our members continuing to show how diverse the UK is to both domestic and overseas visitors. However, anecdotally, our members told us that the poor weather had an affect, and our members in the South East did see a decrease during Operation Stack in Kent as well as following the Paris attacks,” said Bernard Donoghue, director of ALVA.

“The current weakness of the pound to the dollar and euro is making the UK a more affordable destination and 2016 is on target to be another memorable year for ALVA’s members.”

To see the full list of figures, click here.
RELATED STORIES
  ALVA to deliver visitor attractions masterclasses in Northern Ireland


Tourism Northern Ireland are teaming up with the Association of Leading Visitor Attractions (ALVA) to deliver a masterclass in how to make visitor attractions a success.
  Funding overhaul can fix broken Britain's culture policy, says report


An independent report has suggested that a forthcoming government White Paper on culture is crucial to the sector, providing a “once in 50 years” opportunity to fix the national cultural policy framework for Britain.
  British Museum appoints Hartwig Fischer as new director


The British Museum has named its first non-British director since the 19th century, appointing german Dr Hartwig Fischer to the role starting in 2016.
  Chester Zoo debuts Monsoon Forest in phase two of £40m Islands expansion


Chester Zoo has debuted phase two of its £40m (US$62.2m, €56.4m) Islands project, which is centred around the UK’s largest indoor zoo exhibit, Monsoon Forest.
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Jobs    News   Products   Magazine   Subscribe
NEWS
London attractions draw 65 million visits as capital dominates UK market
POSTED 07 Mar 2016 . BY Tom Anstey
Welcoming 6,820,686 visitors last year, the British Museum remains the most popular attraction in the UK Credit: shutterstock.com
The top 10 most-visited attractions in the UK are all based in London, according to new figures from the Association of Leading Visitor Attractions (ALVA), with the British Museum topping the chart as the most popular visitor attraction in Britain for the ninth consecutive year.

With many urging for the cultural disparity between the capital and the rest of the UK to be addressed, London showed why it receives roughly four times the amount of per capita funding compared to the rest of Britain, drawing more than 65 million people to its visitor attractions in 2015.

Welcoming 6,820,686 visitors last year, the British Museum remains the most popular attraction in the UK, while the National Gallery retained second place spot, drawing 5,908,254 people. The Natural History Museum jumped up two places from 5th in 2014, welcoming 5,284,023 as the UK’s third-most-visited attraction.

Outside the capital, Birmingham’s redeveloped library was the most visited in the UK, with 1,828,999 passing through its doors. Following its £40m Islands expansion and favourable coverage on a BBC drama series in late 2014, Chester Zoo was number 12 on the list, with an 18 per cent increase in visitor numbers year-on-year.

Temporary exhibitions played a strong part in 2015, with the largest increase in visitor numbers in the top 10 being Somerset House, which saw a 31 per cent jump up to 3,235,104, largely credited to a series of temporary exhibitions and public programmes. The Royal Academy of Arts climbed six places in this year’s results, breaking the million visitor barrier thanks in large part to its Ai Weiwei and Summer exhibitions. The V&A’s Alexander McQueen exhibition, which closed last August, was the UK’s most popular temporary exhibition, with 493,043 people seeing it in total during its 21-week run.

Normally dominant in the heritage sector, Edinburgh Castle shone in 2015, becoming the most visited attraction in Scotland, with 1,568,508 people coming to the historic site, overtaking National Museum Scotland for the first time in five years, which followed narrowly in second place with 1,567,310 visitors.

Things aren’t looking as rosy for all of the UK’s visitor attractions however, with the Tate Modern recording its lowest attendance figures for a decade. Finishing fifth on the list with 4,712,581 visitors, the numbers were down 19 per cent – a drop of close to a million people in 2014 when 5,785,427 came to the gallery.

“2015 continued to be a record year mainly due to our members continuing to show how diverse the UK is to both domestic and overseas visitors. However, anecdotally, our members told us that the poor weather had an affect, and our members in the South East did see a decrease during Operation Stack in Kent as well as following the Paris attacks,” said Bernard Donoghue, director of ALVA.

“The current weakness of the pound to the dollar and euro is making the UK a more affordable destination and 2016 is on target to be another memorable year for ALVA’s members.”

To see the full list of figures, click here.
RELATED STORIES
ALVA to deliver visitor attractions masterclasses in Northern Ireland


Tourism Northern Ireland are teaming up with the Association of Leading Visitor Attractions (ALVA) to deliver a masterclass in how to make visitor attractions a success.
Funding overhaul can fix broken Britain's culture policy, says report


An independent report has suggested that a forthcoming government White Paper on culture is crucial to the sector, providing a “once in 50 years” opportunity to fix the national cultural policy framework for Britain.
British Museum appoints Hartwig Fischer as new director


The British Museum has named its first non-British director since the 19th century, appointing german Dr Hartwig Fischer to the role starting in 2016.
Chester Zoo debuts Monsoon Forest in phase two of £40m Islands expansion


Chester Zoo has debuted phase two of its £40m (US$62.2m, €56.4m) Islands project, which is centred around the UK’s largest indoor zoo exhibit, Monsoon Forest.
MORE NEWS
Mubadala makes €1 billion bid for Pierre and Vacances
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed €1 billion offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the continental European Center Parcs business.
Expo 2030 Riyadh will create a permanent global destination
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers confirming the six-million-square-metre site will become a Global Village after the event closes.
Australian waterpark acquisition creates new leisure attractions group
The owner of one of Australia's best-known waterparks has acquired a major competitor, creating a new attractions business spanning two of the country's largest visitor destinations.
London Museum reveals 2026 opening date for new Smithfield home
The London Museum’s new site will open in Smithfield, East London, on 28 November 2026.
Toverland unveils €98m expansion plan as park prepares to launch resort development
The Toverland theme park in the Netherlands has announced a €98m expansion programme that will add a resort, new attractions and staff facilities as it pursues plans to become a multi- day destination.
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COMPANY PROFILES
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
29 Sep - 02 Oct 2026

Synergy - The Retreat Show

Pical Resort, Valamar Collection, Porec, Croatia
+ More diary  
 


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Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
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