London's glittering array of world-famous attractions, from the London Eye to Madame Tussauds, draws millions each year. Yet, nestled in the heart of the West End lies a destination that has recently been crowned with a rather dubious honour: the title of the capital's 'most naff' tourist attraction.
The Scathing Verdict on a London Icon
According to a damning roundup by The Telegraph, Leicester Square was described as the 'West End’s premier holding pen of commerce, petty crime and rancid pizza slices'. This brutal assessment labels it a prime example of a 'tourist trap', a place that often fails to live up to the hype for visitors seeking an authentic London experience.
Despite this reputation, the square's pulling power is undeniable. It continues to welcome a staggering 2.5 million visitors each week. Furthermore, it remains the epicentre of the UK film industry, hosting more than 52 star-studded red carpet premieres every year. For some, the long-running 'Magic Mike' show at the Hippodrome offers a redeeming quality, evidenced by its extended run until January 2027.
A Historic Hub with a Rebellious Past
To dismiss Leicester Square as merely a modern-day commercial zone is to overlook its rich and vibrant history. Its story began in 1631 when the second Earl of Leicester started construction on a grand residence. The square itself was opened to the public in 1750.
The 19th century saw it transform into a cultural nucleus, with theatres, hotels, and museums establishing themselves there. Its rebellious spirit was cemented in the 1960s, when the legendary Cavern in the Town—now the Leicester Square Theatre—hosted early gigs by music icons like The Rolling Stones, Sex Pistols, The Who, and The Clash.
Seeking Authenticity? Try These Local Alternatives
For tourists wishing to avoid the square's perceived shortcomings, London offers a wealth of more bespoke experiences close by.
Skip M&M's World, Visit a Master Chocolatier
Instead of queuing for mass-produced sweets, venture into neighbouring Soho to the boutique of William Curley. This award-winning pâtissier-chocolatier, a four-time winner of Britain’s Best Chocolatier with over 30 gold awards, offers exquisite creations from fancy Jaffa Cakes to sophisticated drinking chocolate.
Beyond the Lego Store: Hamleys' Joy Emporium
While the Leicester Square Lego Store is popular, the iconic Hamleys on Regent Street provides a far more enchanting toy shop experience. Spanning seven floors, it features Lego alongside heritage toys, live demonstrations, and spectacular displays, holding a cherished Royal Warrant.
An Alternative Theatre Experience
Beyond the Hippodrome, the stunning art deco Dominion Theatre on Tottenham Court Road is currently hosting the hit musical 'The Devil Wears Prada', with songs by Elton John. The show is set to run until September 2026.
Cosy Cinema Without the Crowds
For a luxurious film experience away from premiere crowds, The Electric Cinema in Notting Hill is a perfect choice. It offers plush leather armchairs, side tables, and even double beds. The venue is notably inclusive, hosting 'Electric Scream' sessions for parents with babies and subtitled screenings for the hearing impaired.
While Leicester Square may divide opinion, its enduring popularity and deep-rooted history ensure it remains an undeniable, if controversial, fixture on the London map.
