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VisitEngland

England Visitor Attractions: latest

This annual survey looks at trends in visitor numbers and profiles, entrance fees, employment, sustainability, accessibility by public transport, funding, and marketing and communication. Insights are available by attraction type, entrance fee (paid/free), and region.

Released on: 
18 June 2025

Next release: 
TBC

For further information, 

please contact 
[email protected].

Report highlights

  • Attractions in England reported a 1.4% increase in the volume of total visits from 2023 to 2024, however this is still 27% below 2019 levels.
  • Farms and Visitor / Heritage Centres received the highest increase in visits year on year (11%) and (6%) respectively.
  • In 2024, the sector experienced modest growth due to an increase in overseas visits to attractions (+6% on 2023) and a decrease in domestic visits (-1% in 2023).
  • The British Museum was the most visited free attraction in 2024, attracting 6.5m visitors, up 11% on 2023.
  • The Tower of London was the most visited paid for attraction in 2024, attracting 2.9m visitors, up 4% on 2023.

View the latest report including data tables

PDF

Annual Attractions Survey 2024 Full Trends Report

Published: 18 June 2025

Annual Attractions Full Admissions Listings 2024

Published: 18 June 2025

PDF

Top 20 Most Visited Free and Paid Attractions England and Regional 2024

Published: 18 June 2025

About the survey

The annual trends report provides an overview of the visitor attraction sector using results from a mix of online and postal surveys. This approach means we’re unable to verify results provided by individual attractions beyond a basic ‘sense check’. Read more about our methodology (PDF, 1.38 MB).

The lists of English attractions included in the report only feature those that choose to participate and agree to make their results public.

The Annual Survey of Visits to Visitor Attractions is designated as official statistics and follows the Code of Practice for Official Statistics (2022) set by the Office for Statistics Regulation.