Every March, the Association of Leading Visitor Attractions (ALVA) publishes visitor numbers for its members, and it is the closest thing the UK has to an official league table of days out. The figures for 2025 were released on 20 March 2026 and cover 409 sites across England, Scotland, Wales and Northern Ireland.
Between them, those sites recorded 165 million visits in 2025. That is a 2% rise on 2024, but still 7% below the 170 million visits recorded in 2019, so the sector has not yet fully returned to pre-pandemic levels (ALVA, 2025 press release).
Below is the full top 20, what the numbers tell us, the most visited attractions outside London and in the West Midlands, and some practical advice if you are planning a group trip to any of them. For the places themselves rather than individual attractions, see our list of the most visited cities in the UK.
The 20 Most Visited Attractions in the UK (2026)
Figures are total visits in 2025, with the percentage change on 2024. Source: ALVA 2025 visitor figures.
| Rank | Attraction | Location | Visits 2025 | Change |
|---|---|---|---|---|
| 1 | Natural History Museum | London | 7,116,929 | +13% |
| 2 | British Museum | London | 6,440,120 | -1% |
| 3 | Windsor Great Park | Berkshire | 4,978,299 | -12% |
| 4 | Tate Modern | London | 4,514,266 | -2% |
| 5 | National Gallery | London | 4,147,544 | +29% |
| 6 | Southbank Centre (buildings) | London | 3,423,648 | -8% |
| 7 | V&A South Kensington | London | 3,332,300 | -5% |
| 8 | Somerset House | London | 2,895,010 | -6% |
| 9 | Tower of London | London | 2,817,852 | -3% |
| 10 | Science Museum | London | 2,640,417 | -7% |
| 11 | Royal Museums Greenwich | London | 2,364,348 | +5% |
| 12 | National Museum of Scotland | Edinburgh | 2,318,305 | 0% |
| 13 | Royal Botanic Gardens, Kew | London | 2,250,355 | -2% |
| 14 | Royal Shakespeare Company London Theatres | London | 2,103,891 | +49% |
| 15 | Edinburgh Castle | Edinburgh | 2,044,963 | +3% |
| 16 | National Galleries Scotland: National | Edinburgh | 2,004,777 | 0% |
| 17 | Royal Albert Hall | London | 1,719,156 | -2% |
| 18 | Westminster Abbey | London | 1,610,182 | -6% |
| 19 | Barbican Centre | London | 1,587,017 | +3% |
| 20 | National Portrait Gallery | London | 1,523,447 | -3% |
The Top 10 in More Detail
1. Natural History Museum, London
The Natural History Museum in South Kensington took the top spot for the first time, with 7,116,929 visits and a 13% increase on the year before. ALVA confirmed this is a record for any UK museum or gallery. Entry to the permanent galleries is free.
2. British Museum, London
After years at number one, the British Museum slipped to second with 6,440,120 visits, down 1%. It remains free to enter.
3. Windsor Great Park, Berkshire
Windsor Great Park is the highest-ranked outdoor attraction and the only top-five entry outside London. Visits fell 12% to 4,978,299, but the park still welcomed more people than any art gallery in the country.
4. Tate Modern, London
Tate Modern, in the former Bankside Power Station, attracted 4,514,266 visits, a small 2% dip. It remains the most visited modern art gallery in the UK.
5. National Gallery, London
The National Gallery was the biggest climber in the top 10. Visits rose 29% to 4,147,544, which ALVA attributes to the reopening of the Sainsbury Wing, the end of the gallery’s bicentenary year and a rehang of the collection. It moved up two places.
6. Southbank Centre, London
The Southbank Centre’s 3,423,648 figure counts only the concert halls, galleries and indoor spaces. ALVA notes that around 11.6 million people visited the wider 11-acre riverside site, which would put it comfortably at the top if outdoor footfall were counted.
7. V&A South Kensington, London
The V&A South Kensington recorded 3,332,300 visits, down 5%. Its Cartier and Marie Antoinette exhibitions performed strongly, but 2024 had been boosted by the closing months of its Chanel show.
8. Somerset House, London
Somerset House drew 2,895,010 visits, down 6% on an unusually busy 2024. Its courtyard, exhibitions and seasonal events keep it in the top 10 every year.
9. Tower of London
With 2,817,852 visits, the Tower of London was the most visited paid-for attraction in the UK. Everything above it in the table is either free or has free general access. For more of the UK’s heritage sites, see our guide to historical places to visit in the UK.
10. Science Museum, London
The Science Museum completes the top 10 with 2,640,417 visits, down 7%. Together with the Natural History Museum and the V&A, it makes Exhibition Road in South Kensington the busiest cluster of attractions in the country.
What the 2025 Figures Tell Us
- Free entry wins. Eight of the top 10 attractions offer free general admission. The Tower of London is the only one where every visitor pays.
- London dominates. 16 of the top 20 are in London. The other four are Windsor Great Park and three Edinburgh attractions.
- Reopenings drive growth. The National Gallery (+29%) and Birmingham Museum and Art Gallery (+305%) both grew sharply after major reopenings.
- Regional growth outside London. The North West was the fastest-growing English region outside the capital, up 11.3%, followed by the East Midlands at 7.5%.
The Most Visited Attractions Outside London
London takes most of the headlines, but several attractions elsewhere pass the million mark:
- England: after Windsor Great Park, the most visited were Windsor Castle (1,259,964), RHS Garden Wisley (1,255,706) and Stonehenge (1,253,397).
- Scotland: the National Museum of Scotland was the most visited free attraction (2,318,305) and Edinburgh Castle the most visited paid attraction (2,044,963). Both are covered in our Edinburgh group travel guide.
- Northern Ireland: Titanic Belfast held its top spot with 953,554 visits, up 8%.
- Wales: St Fagans National Museum of History, on the outskirts of Cardiff, was the most visited attraction, with 570,207 visits. See our Cardiff minibus and coach hire page if you are planning a trip.
The Most Visited Attractions in the West Midlands
These are the ten West Midlands attractions with the highest visitor numbers in the 2025 ALVA table, with their UK-wide rank. Top of the list is the Royal Shakespeare Company’s theatres in Stratford-upon-Avon.
| UK rank | Attraction | Location | Visits 2025 |
|---|---|---|---|
| 43 | Royal Shakespeare Company Stratford Theatres | Stratford-upon-Avon | 830,341 |
| 62 | Birmingham Museum and Art Gallery | Birmingham | 672,391 |
| 69 | Attingham Park (National Trust) | Shropshire | 625,262 |
| 125 | Royal Air Force Museum Midlands | Cosford, Shropshire | 351,304 |
| 134 | Forestry England Cannock Chase | Staffordshire | 330,122 |
| 137 | Forestry England Wyre | Worcestershire | 320,015 |
| 142 | National Memorial Arboretum | Staffordshire | 300,861 |
| 143 | Shugborough (National Trust) | Staffordshire | 299,819 |
| 156 | Croome (National Trust) | Worcestershire | 270,845 |
| 164 | Charlecote (National Trust) | Warwickshire | 254,697 |
The standout story is Birmingham Museum and Art Gallery. After reopening on 24 October 2024 following a period of closure for maintenance, it recorded 672,391 visits in 2025, a 305% increase that lifted it 146 places to 62nd. Thinktank, Birmingham’s science museum, recorded a further 165,506 visits. Entry to BMAG is free, and it features in our round-up of free things to do in and around Birmingham.
What This List Does Not Include
ALVA only counts attractions that are members of the association. Theme parks and several large commercial attractions, including Alton Towers, Cadbury World and Warwick Castle, do not appear in the table, and some would rank highly if they did. Treat this as the most reliable published list of UK museums, galleries, heritage sites and gardens rather than a complete ranking of every day out in the country. If a theme park is on your list, see our guides to theme park coach and minibus hire and getting to Alton Towers from Birmingham.
Planning a Group Trip to One of the UK’s Top Attractions
Most of the top 20 are in central London, which means the journey often takes more planning than the visit itself. A few points worth knowing before you book:
- Book group entry in advance. Even free museums usually ask school and group visitors to book a time slot. Check the group booking page for each venue before you fix a date.
- Plan around London’s charging zones. Depending on the vehicle, drivers in London may face the Ultra Low Emission Zone, the Low Emission Zone and the Congestion Charge. Transport for London sets out which rules apply to which vehicles. A professional operator will account for these in the quote.
- Agree drop-off and pick-up points. Central London parking for larger vehicles is limited, so the usual approach is to drop the group close to the entrance and arrange a set collection time.
- Combine nearby attractions. The Natural History Museum, Science Museum and V&A are next door to each other in South Kensington, which makes it easy to split a large group across different venues and meet at the same collection point.
Travel SOS runs minibus and coach hire to London from Birmingham and across the West Midlands, including school trips, corporate away days and wheelchair accessible minibus hire. Every booking is minibus hire with a driver, so your group arrives without anyone having to navigate London traffic. See our guide to minibus and coach hire costs, browse more group day trip ideas or get a quote.
If you enjoy this kind of data, see our rankings of the busiest airports in the UK and the busiest train stations in the UK, or the most visited countries in the world.
Frequently Asked Questions
What is the most visited attraction in the UK?
The Natural History Museum in London, with 7,116,929 visits in 2025. It was the first time the museum has taken the top spot in the ALVA rankings.
What is the most visited paid attraction in the UK?
The Tower of London, with 2,817,852 visits in 2025. It ranked ninth overall.
What is the most visited attraction in Scotland?
The National Museum of Scotland in Edinburgh, with 2,318,305 visits. Edinburgh Castle was the most visited paid attraction in Scotland, with 2,044,963.
What is the most visited attraction in Birmingham?
Among ALVA members, Birmingham Museum and Art Gallery, with 672,391 visits in 2025. Commercial attractions that are not ALVA members are not included in these figures.
When will the 2026 figures be published?
ALVA usually releases its figures in March. The 2025 figures were published on 20 March 2026, so the 2026 figures are likely to follow in spring 2027. We will update this page when they are released.
