Friday, June 20, 2025
England’s tourism sector continues its slow path to recovery, according to the newly released 2024 Annual Survey of Visits to Visitor Attractions by VisitEngland. The report reveals that while visitor numbers to English attractions rose by a modest 1.4% in 2024 compared to 2023, overall visits are still 27% below 2019 pre-pandemic levels.
The data, gathered from 1,373 attractions across the country, paints a picture of a sector still grappling with the long-term effects of the COVID-19 pandemic and ongoing economic challenges. Despite some bright spots—such as an uptick in overseas visitors and strong performances from top-tier attractions—many regions and sectors continue to struggle, particularly in drawing domestic audiences.
🇬🇧 Modest Growth Driven by International Tourism
A key trend in this year’s data is the growing role of international visitors, who contributed to a 6% increase in attraction visits year-on-year. In contrast, domestic visits declined by 1%, highlighting the pressure many UK residents are feeling due to the ongoing cost-of-living crisis.
Andrew Stokes, Director of VisitEngland, acknowledged these pressures in his official statement:
“As these survey results so clearly demonstrate, there remain challenges in getting our sector back to pre-pandemic levels and the cost-of-living impacts continue to bite.”
He also emphasized the need for public support, urging families to take advantage of the country’s cultural and heritage assets this summer.
📍 Regional Insights: London Leads but Still Lagging Behind 2019
London recorded the strongest growth among all English regions, with a 5% rise in attraction visits compared to 2023, largely fuelled by international tourists. However, the capital still faces an 18% decline in visitor numbers compared to 2019, reflecting the broader national shortfall.
Other regions showed mixed results. While most posted small increases in attendance, three regions experienced slight declines, and one remained flat. These disparities highlight the uneven pace of recovery and the need for targeted regional tourism initiatives.
🏛️ Top Performing Attractions in 2024
Among paid attractions, the Tower of London reclaimed the top spot with 2.9 million visitors, up 4% from 2023 but still 3% below its 2019 numbers. Following closely were:
- Royal Botanic Gardens, Kew – 2.3 million visitors, up an impressive 15%
- Chester Zoo – 1.9 million, steady year-on-year
These attractions continue to anchor England’s appeal to both domestic and international tourists, combining historical significance with engaging visitor experiences.
In the free attraction category:
- British Museum led with 6.5 million visitors, up 11% from 2023 and 4% above 2019
- Natural History Museum drew 5.9 million visitors (+4%)
- Tate Modern saw a slight decline to 4.6 million visitors (–3%)
These institutions, many located in London, benefit from accessibility and brand recognition, yet their visitor volumes also reflect the return of international footfall more than domestic resurgence.
🐄 Niche Categories Show Strong Gains
Some attraction categories recorded above-average growth:
- Farms led all categories with an 11% rise in visits
- Visitor and Heritage Centres followed with a 6% increase
- Places of Worship grew by 5%, reflecting renewed community engagement
- Historic Houses and Castles were up 3%
These numbers suggest that while major metropolitan museums continue to dominate in volume, smaller and more regionally distributed attractions are regaining traction—perhaps reflecting a shift toward local and family-oriented tourism.
🏛️ Historic and Cultural Significance
Duncan Wilson, Chief Executive of Historic England, highlighted the broader value of cultural heritage:
“Heritage is so important to us all. It brings communities together, creating a sense of belonging and pride, and is a major contributor to our economy.”
He encouraged the public to explore new historic places, especially those closer to home, to help revive community-oriented tourism.
💷 Economic Context and the Road Ahead
Tourism remains one of England’s most valuable sectors. According to VisitBritain, domestic visitor spending contributed approximately £76 billion to the economy in 2024. However, with visitor numbers still trailing significantly behind 2019 levels, the report underscores the urgency of sustained investment, marketing, and policy support to rejuvenate the sector.
As summer approaches and schools prepare for holidays, VisitEngland is urging families to explore local attractions, not just as a leisure activity but as a means to support the national economy. The message is clear: rediscovering England’s attractions isn’t just enjoyable—it’s essential.
📊 Looking Forward
VisitEngland’s full report, available via VisitBritain.org, includes detailed breakdowns by region and category. It serves as a critical resource for policymakers, marketers, and the travel industry as they plan for a more resilient and inclusive tourism recovery.
