Overview
- ALVA’s annual ranking names the Natural History Museum the UK’s most-visited attraction in 2025, overtaking the British Museum.
- The Fixing Our Broken Planet gallery, opened in April 2025, drew more than two million visits and is now the museum’s second-most visited free space after the dinosaur exhibits.
- The British Museum placed second with about 6.44 million visits, with Windsor Great Park third at roughly five million.
- Across 409 leading attractions, visits rose 2% year over year to 165.2 million but remained about 7% below 2019 levels, ALVA reported.
- ALVA’s director said Chinese visitor numbers are around 80% of 2019 levels and linked the shortfall to the 2020 end of tax-free shopping for inbound visitors.