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.

RANK Most visited PAID attractions Most visited FREE attractions 
Name of attraction Number of Visitors in 2016 Name of attraction Number of Visitors in 2016

(E) = Estimate

1 Tower of London 2,741,126 British Museum 6,420,395
2 Chester Zoo 1,898,059 National Gallery 6,262,839
3 Royal Botanic Gardens, Kew Gardens 1,828,956 Tate Modern 5,839,197
4 Flamingo Land Theme Park and Zoo 1,610,556 Brighton Pier 4,650,000 (E)
5 Windermere Lake Cruises, Bowness 1,557,423 Natural History Museum 4,624,113 (E)
6 St Paul’s Cathedral 1,519,018 Somerset House 3,443,220
7 Stonehenge 1,381,855 Science Museum 3,245,750
8 Royal Academy of Arts 1,285,595 Victoria and Albert Museum 3,022,086
9 ZSL London Zoo 1,211,279 National Portrait Gallery 1,949,330
10 Westminster Abbey 1,202,000 (E) British Library 1,496,685
11 RHS Garden Wisley 1,135,976 MAC Birmingham 1,130,030
12 Roman Baths 1,093,856 Serpentine Gallery 1,111,015
13 Drayton Manor Theme Park 1,054,102 (E) Tate Britain 1,081,542
14 Colchester Zoo 1,017,023 Imperial War Museum London 1,011,172
15 Eden Project 1,000,363 Discover Greenwich Visitor Centre 936,013 (E)
16 Pleasure Beach, Great Yarmouth 1,000,000 Ashmolean Museum 910,419
17 Houses of Parliament 990,014 Museum of London 856,559
18 Shakespeare’s Globe 938,432 Merseyside Maritime Museum 840,675
19 Canterbury Cathedral 903,319 (E) The Ice Cream Farm 821,462
20 Hampton Court Palace 903,270 Museum of Liverpool 802,722


2016 visitor admission trends

For more stats and full reports visit: