Annual Survey of Visits to Visitor Attractions: Latest results

Each year, VisitBritain invite all English visitor attractions to take part in an annual survey, recording visitor numbers alongside key information like entrance fees and visitor profiles.

2016 Headline results

The results from this survey are reported annually, providing an overview of the visitor attraction sector.

The full report on the 2016 is available here: 2016 Full Trends Report (PDF, 1.9MB)

The survey is carried out through a mix of online and postal interviewing. This approach means we’re unable to verify results provided by individual attractions beyond a very basic ‘sense check’. Read more about our methodology (PDF, 123KB).

Survey users should also be aware that the lists of English attractions included in the report only feature those that choose to participate and make their results public.

The Annual Survey of Visits to Visitor Attractions is an official statistic and is produced in adherence with the Code of Practice for Official Statistics (2009). You can find out more about what this means by visiting Official Statistics.

If you have any queries about the survey, get in touch. Results of the survey are published according to our release timetable.

RANKMost visited PAID attractionsMost visited FREE attractions 
Name of attractionNumber of Visitors in 2016Name of attractionNumber of Visitors in 2016

(E) = Estimate

1Tower of London2,741,126British Museum6,420,395
2Chester Zoo1,898,059National Gallery6,262,839
3Royal Botanic Gardens, Kew Gardens1,828,956Tate Modern5,839,197
4Flamingo Land Theme Park and Zoo1,610,556Brighton Pier4,650,000 (E)
5Windermere Lake Cruises, Bowness1,557,423Natural History Museum4,624,113 (E)
6St Paul’s Cathedral1,519,018Somerset House3,443,220
7Stonehenge1,381,855Science Museum3,245,750
8Royal Academy of Arts1,285,595Victoria and Albert Museum3,022,086
9ZSL London Zoo1,211,279National Portrait Gallery1,949,330
10Westminster Abbey1,202,000 (E)British Library1,496,685
11RHS Garden Wisley1,135,976MAC Birmingham1,130,030
12Roman Baths1,093,856Serpentine Gallery1,111,015
13Drayton Manor Theme Park1,054,102 (E)Tate Britain1,081,542
14Colchester Zoo1,017,023Imperial War Museum London1,011,172
15Eden Project1,000,363Discover Greenwich Visitor Centre936,013 (E)
16Pleasure Beach, Great Yarmouth1,000,000Ashmolean Museum910,419
17Houses of Parliament990,014Museum of London856,559
18Shakespeare’s Globe938,432Merseyside Maritime Museum840,675
19Canterbury Cathedral903,319 (E)The Ice Cream Farm821,462
20Hampton Court Palace903,270Museum of Liverpool802,722


2016 visitor admission trends

For more stats and full reports visit: