England’s tourism sector is on a slow, but steady, path to recovery, as detailed in VisitEngland’s newly released 2024 Annual Survey of Visits to Visitor Attractions. The report, which compiles data from 1,373 attractions nationwide, indicates a modest 1.4% increase in visitor numbers in 2024 compared to the previous year. However, despite this growth, overall visits remain significantly below pre-pandemic levels, standing at 27% below the figures recorded in 2019. This suggests the sector continues to grapple with the lasting effects of the COVID-19 pandemic and persistent economic pressures.

A notable trend identified in the 2024 survey is the increasing importance of international visitors, whose patronage contributed to a substantial 6% year-on-year rise in attraction visits. In stark contrast, domestic visits experienced a 1% decline, underscoring the financial strain many UK residents face due to the ongoing cost-of-living crisis. Andrew Stokes, Director of VisitEngland, acknowledged these challenges, stating, “As these survey results so clearly demonstrate, there remain challenges in getting our sector back to pre-pandemic levels and the cost-of-living impacts continue to bite.” He further appealed to the public, encouraging families to engage with the country’s rich cultural and heritage assets during the upcoming summer months to bolster the industry.

Regionally, London demonstrated the strongest growth across England, experiencing a 5% increase in attraction visits compared to 2023, largely propelled by international tourism. Nevertheless, the capital still faces an 18% shortfall in visitor numbers compared to its 2019 performance, mirroring the broader national deficit. Other regions presented a mixed bag of results; while most reported marginal increases in attendance, three regions observed slight declines, and one remained stagnant. These regional disparities highlight the uneven pace of recovery and emphasize the necessity for tailored regional tourism strategies.

The survey also highlighted the performance of top attractions. Among paid attractions, the Tower of London regained its position as the leader, attracting 2.9 million visitors, a 4% increase from 2023, though still 3% below its 2019 figures. Other strong performers included the Royal Botanic Gardens, Kew, which saw an impressive 15% surge to 2.3 million visitors, and Chester Zoo, which maintained steady visitor numbers at 1.9 million year-on-year. For free attractions, the British Museum led with 6.5 million visitors, an 11% rise from 2023 and remarkably 4% above its 2019 levels. The Natural History Museum followed with 5.9 million visitors (+4%), while Tate Modern experienced a slight dip to 4.6 million visitors (–3%). The success of these prominent institutions, many situated in London, benefits from their accessibility and strong brand recognition, and their visitor volumes largely reflect the return of international footfall rather than a significant domestic resurgence.

Interestingly, certain niche attraction categories registered above-average growth, suggesting evolving tourism patterns. Farms led all categories with an 11% increase in visits, followed by Visitor and Heritage Centres with a 6% rise. Places of Worship saw a 5% increase, indicative of renewed community engagement, and Historic Houses and Castles were up by 3%. These figures imply that while major metropolitan museums continue to draw high volumes, smaller, more regionally distributed attractions are regaining popularity, possibly reflecting a shift towards local and family-oriented tourism experiences.

Duncan Wilson, Chief Executive of Historic England, underscored the profound value of cultural heritage, noting, “Heritage is so important to us all. It brings communities together, creating a sense of belonging and pride, and is a major contributor to our economy.” He encouraged the public to discover new historic sites, particularly those nearby, to foster community-oriented tourism.

Economically, tourism remains a vital sector for England, with domestic visitor spending contributing approximately £76 billion to the economy in 2024, as reported by VisitBritain. However, with visitor numbers still significantly below 2019 levels, the survey highlights the urgent need for sustained investment, strategic marketing, and robust policy support to revitalize the sector. As the summer holidays approach, VisitEngland is actively urging families to explore local attractions, not only for leisure but also as a crucial means of supporting the national economy. The message is clear: rediscovering England’s diverse attractions is not just an enjoyable pastime, but an essential contribution to its recovery.