London's Natural History Museum (NHM) has secured the title of the UK's most frequented tourist attraction, drawing a record-breaking 7.1 million visitors in 2025. This significant influx of visitors saw the South Kensington institution overtake the long-standing popularity of the British Museum, which recorded 6.4 million visits. The NHM's achievement represents an all-time high for attendance at any UK museum or gallery, according to data from the Association of Leading Visitor Attractions (Alva).
A Blend of Accessibility and Engaging Exhibitions Drives Record Numbers
The museum's success can be attributed to a combination of factors, including its free entry policy, which remains a significant draw in an era of rising living costs. Furthermore, recent renovations to its outdoor spaces, including its gardens, have enhanced the visitor experience. A key driver for the increased numbers was the museum's popular 'Fixing Our Broken Planet' exhibition, which focused on climate change solutions. This exhibition alone attracted over two million visitors, becoming the museum's second most popular free gallery after its renowned dinosaur exhibits.
NHM director Dr Doug Gurr expressed his delight with the figures, stating that they demonstrate "the enormous public appetite to engage with the wonders of the natural world." This sentiment was echoed by Bernard Donoghue, director of Alva, who noted that "Even in a cost of living crisis, it's clear that the last thing that people are prepared to sacrifice are day visits and spending special time with special people in special places."
Broader Tourism Trends and Future Outlook
While the Natural History Museum celebrated record numbers, the overall UK tourism sector is showing signs of recovery, though not yet fully back to pre-pandemic levels. Across the UK, 409 of the most popular tourist attractions collectively recorded 165.2 million visits in 2025, a slight increase from the previous year but still seven percent below 2019 figures. Other top attractions included the British Museum, Windsor Great Park, Tate Modern, and the National Gallery. However, many of these institutions saw slight declines in visitor numbers compared to the previous year, highlighting the NHM's exceptional performance.
The surge in visitors to the Natural History Museum suggests a sustained public interest in natural history and environmental issues. The museum's ability to offer engaging, free-to-access content appears to be a winning formula, positioning it as a resilient and highly attractive destination for both domestic and international tourists. As the tourism sector continues to navigate post-pandemic recovery, the NHM's success story provides valuable insights into what resonates most with the public.