UK Tourism Recovery Slows as Visitor Numbers Remain Below Pre-Covid Levels

London attractions see growth, but regional sites and inbound tourism face challenges from rising costs and Brexit policies.

Visitor numbers to UK attractions rose by 3.4% in 2024, reaching 157.2 million visits, but remain 8.8% below 2019 levels.
The British Museum and Natural History Museum were the most visited attractions in 2024, with 6.5 million and 6.3 million visits respectively.
Post-Brexit policies, such as ID card bans and the electronic travel authorisation (ETA) scheme, are deterring European visitors and slowing inbound tourism recovery.
Rising operational costs, including national insurance contributions and minimum wage increases, are straining the financial stability of UK cultural institutions.
Domestic visitors continue to prioritize leisure activities, offering some resilience to the sector despite the ongoing cost-of-living crisis.