London museum defies drop in numbers seen elsewhere, attributed to cost of living and fall in international tourists
London’s Natural History Museum (NHM) was the most popular attraction in the UK during 2025, with its renovated gardens, new climate gallery and lack of entry fee leading to record-breaking numbers of visitors.
More than 7.1 million people passed through its doors, a 13% increase in visitors year on year and an all-time record for any UK museum or gallery.
Bernard Donoghue, the director of the Association for Leading Visitor Attractions (Alva), which compiles the annual ranking, said the NHM’s success was partly down to its renovated outdoor spaces.
“It’s an astonishingly fun, joyful day out and it’s free,” Donoghue said. “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.”
