Story perspectives

London's NHM Tops UK Attractions Amid Visitor Challenges

3/20/2026

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Summary

Story summary

London's Natural History Museum (NHM) was the UK's top attraction in 2025, drawing over 7.1 million visitors.
The British Museum followed with 6.4 million visits.
Many institutions faced challenges recovering to pre-Covid numbers due to fewer foreign visitors, particularly from China.
Bernard Donoghue of Alva urged government support including reducing VAT and reintroducing tax-free shopping.
Optimism remains for 2026 with several major openings planned.

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Story summary

London's Natural History Museum (NHM) was the UK's top attraction in 2025, drawing over 7.1 million visitors.
The British Museum followed with 6.4 million visits.
Many institutions faced challenges recovering to pre-Covid numbers due to fewer foreign visitors, particularly from China.
Bernard Donoghue of Alva urged government support including reducing VAT and reintroducing tax-free shopping.
Optimism remains for 2026 with several major openings planned.