England’s tourist attractions experienced a rebound in 2023, with overall visits increasing by 11% compared to the previous year. This growth was fueled by the return of international visitors, up 80% compared to 2022, and an increase in school trips. However, these numbers are still significantly lower than pre-pandemic levels, with a 28% decrease compared to 2019. Despite this positive trend, the cost-of-living crisis continues to impact the industry, as indicated by the slower growth rate compared to the previous two years.
VisitEngland Director Andrew Stokes highlighted the continued growth in visits but acknowledged the remaining gap to reach pre-pandemic levels. He emphasized the importance of supporting local economies through tourism and encouraged everyone to make magical memories in England’s diverse attractions. Chief Executive of Historic England Duncan Wilson echoed the sentiment, acknowledging the challenges faced by many attractions while celebrating the gradual increase in visitor numbers. He emphasized the positive impact of heritage attractions on mental health and wellbeing, expressing hope for continued growth in visitor numbers.
The survey, conducted with data from 1,513 English attractions, revealed that most regions saw admissions grow between 4-8%, with London being an exception due to a 26% growth largely driven by international visitors. Despite this high percentage increase, the volume of attraction visits in London remains well below 2019 levels, at -22%.
The Tower of London retained its top spot as the most visited paid attraction in England, with 2.8 million visitors, a 38% increase compared to 2022. Kew Gardens remained in second place with 2.0 million visitors, while Chester Zoo came in third with 1.9 million visitors.
The British Museum regained its position as the most visited free attraction in England, with 5.8 million visitors, followed by the Natural History Museum with 5.7 million visitors and the Tate Modern with 4.7 million visitors.
The ‘Museum/Art Galleries’ category, which suffered one of the sharpest declines in visitors due to COVID-19, saw the highest levels of growth in 2023, with a 20% increase compared to 2022. ‘Places of Worship’ showed the second largest increase with a 19% growth, while ‘Visitor/Heritage Centres’ saw a 14% increase in visitor numbers. ‘Historic Houses/Castles’ also saw positive growth with a 13% increase in 2023.
