Natural History Museum Surpasses 7.1 Million Visitors to Lead UK Attractions
London, a city renowned for its world-class cuisine, spectacular museums, and endless family-friendly activities, continues to dominate the UK's tourism scene. In 2025, the Natural History Museum in South Kensington emerged as the nation's most visited attraction, drawing more than 7.1 million people and dethroning The British Museum from its long-held top position.
Record-Breaking Year for the Iconic Museum
According to data from the Association of Leading Visitor Attractions (AVLA), the Natural History Museum's visitor count set a new record for English museums and galleries. Located just a five-minute walk from South Kensington tube station, this crown jewel of British museums boasts an extensive collection ranging from fossils and gemstones to immersive virtual reality experiences.
In preparation for its 150th anniversary in 2031, the museum has embarked on an ambitious plan to open or reopen a permanent gallery annually. Later this year, it will unveil a gallery that has been closed for nearly eight decades. Additionally, the Fixing Our Broken Planet exhibition, launched in April 2025, has already attracted over two million visitors.
Diverse Exhibitions and Scientific Research
Beyond its permanent displays, the Natural History Museum regularly hosts impressive and sometimes quirky exhibitions. Current offerings include David Attenborough's immersive documentary and the Wildlife Photographer of the Year 2025 showcase. A sold-out Pokémon pop-up shop has also captivated audiences. In recent years, the museum has expanded its repertoire with an intergalactic exhibition—a first in its 145-year history—and a Harry Potter-inspired mythical beast display.
The museum is not merely a tourist destination; it serves as a hub for scientific innovation, housing over 400 researchers who utilize its vast collections for groundbreaking studies. Dr. Doug Gurr, Director of the Natural History Museum, expressed enthusiasm about the achievement: 'We are thrilled to be the UK's most popular visitor attraction, smashing all previous records for the sector! These exceptional results reflect our unwavering focus on delivering a fantastic day out for every visitor, as well as the dedication of our colleagues who work tirelessly to create unforgettable experiences and world-class exhibitions.'
Broader Trends in UK Tourism
While this milestone is positive for British museums, the sector has yet to fully recover from the impacts of the COVID-19 pandemic. In 2025, the 409 most popular UK attractions recorded 165.2 million visits, still 7 percent below 2019 levels. The top 10 most visited attractions in the UK for 2025 are:
- Natural History Museum (South Kensington)
- The British Museum
- The Crown Estate, Windsor Great Park
- Tate Modern
- National Gallery
- Southbank Centre
- V&A South Kensington
- Somerset House
- Tower of London
- Science Museum
This resurgence highlights London's enduring appeal and the critical role of cultural institutions in driving tourism and engagement across the United Kingdom.
