Britain‘s major museums and galleries earned the country £1 billion in revenue from overseas tourists last year, a VisitBritain survey reveals today. A new comprehensive report on Britain’s culture and heritage shows this is a key motivator for many international visitors to Britain, with our free world-class national museums and art galleries a particular draw…
Britain`s major museums and galleries earned the country £1 billion in revenue from overseas tourists last year, a VisitBritain survey reveals today.
A new comprehensive report on Britain’s culture and heritage shows this is a key motivator for many international visitors to Britain, with our free world-class national museums and art galleries a particular draw.
VisitBritain sponsored a question on the International Passenger Survey asking about a range of activities that visitors may have undertaken during their stay. Among the 30 million inbound visits in 2009, 7.7 million included visiting a museum and 4.2 million, an art gallery.
The French just nudge the Americans out as the top visitors to our museums (with about 960,000 visitors each), while over half a million Germans and Spanish also visited our museums.
For art galleries Americans replace the French in top spot with well over 500,000 visits, with the Germans and Spanish once again holding third and fourth place. Although not appearing in the top ten in terms of volume, Brazilians and Argentineans are the most avid museum visitors – nearly two-thirds had made a visit.
Many of Britain’s largest museums and national collections – from Scotland to the South Coast – are free and just waiting to be discovered.
The Tate Museums in London, Liverpool and St Ives have amassed an incredible range of art from cutting edge installations at Tate Modern and Tate Liverpool to the superb collection of British art from 1500 to the present day at Tate Britain. The National Gallery has one of the greatest collections of Western European paintings in the world, including dazzling Impressionist masterpieces, Van Gogh’s Sunflowers and van Eyck’s masterful Arnolfini Portrait.
The Imperial War Museums in London and Manchester are not just a collection of weapons – impressive though the hardware is; visitors can experience the Blitz, life in a World War I trench, or learn about the ‘secret war’ of espionage.
Kelvingrove art gallery and museum is the jewel in Glasgow’s cultural crown and dominates the city’s West End. It houses an enormous and eclectic collection of Scottish Colourist paintings, Dali’s Christ of St John of the Cross* and the Spitfire fighter that hovers above the main hall.
For both museums and galleries the most popular time to visit is July to September, while there is a slight dip in visitors from January to March. However, it’s clear that visiting museums and galleries is something inbound visitors indulge in throughout the year.
The longer the duration of the stay, the more likely a tourist will visit museums and art galleries. A large proportion give a number of people who stay in Britain for 4 to 7 nights visit a museum or gallery, while 42% of people who stay 15+ nights will spend time at museums and 26% in art galleries.
As far as visitor characteristics are concerned, equal numbers of males and females visit both museums and art galleries within each age group with the exception 16-24 year olds where females are more frequent visitors. In terms of the proportion of visitors from each gender and age group, females are more likely to visit both museums and art galleries for all age bands except for the 65+ group.
Sandie Dawe, chief executive, VisitBritain said: “This survey showcases the international appeal of Britain’s culture and heritage – where else could you see Grand Masters next to cutting edge installations, a Spitfire hanging next to a Dali?
“We are fortunate in the authenticity of what we have to promote and the connections that our rich culture makes across the world. Tourism is the golden thread running through the cultural sector, delivering the economic benefits of our world class culture and ensuring that these great works and museums continue to be appreciated.”
VISITS MADE IN 2009 TO VISITOR ATTRACTIONS IN MEMBERSHIP WITH ALVA
| SITE | TOTAL VISITS | CHARGE/ FREE | % +/- |
|---|---|---|---|
| British Museum |
5,569,981
|
F
|
-6.1%
|
| The National Gallery |
4,780,030
|
F
|
+9%
|
| Tate Modern |
4,747,537
|
F
|
-2%
|
| Natural History Museum |
4,105,106
|
F
|
+9.8%
|
| Science Museum (South Kensington) |
2,793,930
|
F
|
+3%
|
| Tower of London (HRP) |
2,389,548
|
C
|
+11%
|
| National Maritime Museum |
2,367,904
|
F
|
+15%
|
| Victoria and Albert Museum (South Kensington) |
2,269,880
|
F
|
+10%
|
| National Portrait Gallery |
1,961,843
|
F
|
+6.4%
|
| St Paul’s Cathedral |
1,821,321
|
F/C
|
+8%
|
| Tate Britain |
1,501,837
|
F
|
-7%
|
| Westminster Abbey |
1,449,593
|
F/C
|
-2.1%
|
| British Library |
1,379,475
|
F
|
+9%
|
| Kelvingrove Art Gallery & Museum (Glasgow) |
1,368,096
|
F
|
-5.33%
|
| Kew Gardens |
1,300,557
|
C
|
-0.4%
|
| Chester Zoo |
1,239,044
|
C
|
-1.6%
|
| Edinburgh Castle (Historic Scotland) |
1,196,481
|
C
|
+6%
|
| ZSL London Zoo |
1,059,170
|
C
|
+1.9%
|
| Roman Baths & Pump Room, Bath |
1,037,518
|
C
|
+5%
|
| Eden Project |
1,028,264
|
C
|
-6%
|
| Canterbury Cathedral |
1,013,118
|
F/C
|
+3.3%
|
| Stonehenge (EH) |
990,705
|
C
|
+12%
|
| Royal Horticultural Society, Wisley |
964,212
|
F/C
|
+18%
|
| Houses of Parliament |
963,362
|
F/C
|
+5%
|
| Merseyside Maritime Museum |
945,254
|
F
|
-7%
|
| National Gallery Complex (Edinburgh) |
894,161
|
F
|
+9%
|
| Imperial War Museum London (IWM) |
887,246
|
F
|
+6.4%
|
| National Railway Museum |
807,591
|
F
|
-1%
|
| York Minster |
797,100
|
F/C
|
+4.9%
|
| Chatsworth House Trust (TH) |
652,969
|
C
|
+18.4%
|
| Leeds Castle (TH) |
646,801
|
C
|
+12%
|
| Great North Museum (Tyne & Wear Museums) |
638,454
|
F
|
See note 1
|
| St Fagans National History Museum (Wales) |
628,318
|
F
|
+1.67%
|
| National Media Museum |
613,923
|
F
|
-18%
|
| World Museum Liverpool (National Museums Liverpool) |
605,601
|
F
|
-23%
|
| National Museum of Scotland (National Museums Scotland) |
589,621
|
F
|
-4.1%
|
| National Museum of Scotland (National Museums Scotland) |
589,621
|
F
|
-4.1%
|
| Hampton Court Palace (HRP) |
541,646
|
C
|
+10%
|
| Tate Liverpool |
539,577
|
F
|
-50%
|
| Blenheim Palace (TH) |
537,120
|
C
|
+43.6%
|
| Gallery of Modern Art (Glasgow Museums) |
536,916
|
F
|
-4.56%
|
| Portsmouth Historic Dockyard |
532,158
|
F/C
|
-4.9%
|
| National War Museum (National Museums Scotland) |
494,213
|
F
|
+4.2%
|
| Blackpool Tower & Circus |
483,822
|
C
|
+2.3%
|
| The Falkirk Wheel (British Waterways) |
476,778
|
F/C
|
-4.8%
|
| ZSL Whipsnade Zoo |
475,036
|
C
|
+1.4%
|
| Museum of Transport (Glasgow Museums) |
468,963
|
F
|
+2.77%
|
| Wakehurst Place (RBG/NT) |
456,285
|
F/C
|
+3.2%
|
| Woburn Safari Park (TH) |
447,745
|
C
|
+1%
|
| V&A Museum of Childhood |
387,823
|
F
|
+10%
|
| Imperial War Museum Duxford (IWM) |
387,122
|
C
|
+1.2%
|
| Stirling Castle (Historic Scotland) |
383,293
|
C
|
+2%
|
| National Museum Cardiff (Wales) |
373,191
|
F
|
+11%
|
| Stourhead (NT) |
356,816
|
F/C
|
+5.2%
|
| Beaulieu (TH) |
351,975
|
C
|
+12.7%
|
| Fountains Abbey & Studley Royal (NT) |
348,749
|
F/C
|
+6.1%
|
| Waddesdon Manor (NT) |
347,139
|
F/C
|
+3.8%
|
| Churchill Museum & Cabinet War Rooms (IWM) |
314,162
|
C
|
+8.9%
|
| Dover Castle (EH) |
304,513
|
C
|
+4%
|
| Urquhart Castle (Historic Scotland) |
282,203
|
F/C
|
+4%
|
| Galleries of Modern Art (National Galleries of Scotland) |
274,161
|
F
|
-2.8%
|
| Kensington Palace (HRP) |
272,606
|
C
|
+10.6%
|
| Royal Armouries (Leeds) |
271,513
|
F
|
+3.45%
|
| People`s Palace (Glasgow Museums) |
268,591
|
F
|
+6.50%
|
| Polesden Lacey (NT) |
262,176
|
F/C
|
+18.8%
|
| Royal Horticultural Society, Harlow Carr |
261,581
|
F/C
|
+21%
|
| HMS Belfast (IWM) |
260,423
|
C
|
+6.6%
|
| Attingham Park (NT) |
260,035
|
F/C
|
+20.1%
|
| National Waterfront Museum (Wales) |
257,888
|
F
|
+12.8%
|
| Belton House (NT) |
249,323
|
F/C
|
+24.8%
|
| Larrybane (NT) |
241,636
|
F/C
|
+0.6%
|
| Harewood House (TH) |
241,052
|
C
|
+6.63%
|
| St Michael`s Mount (NT) |
240,927
|
F/C
|
+23.7%
|
| Calke Abbey (NT) |
239,748
|
F/C
|
+92.8%
|
| Osborne House (EH) |
238,931
|
C
|
+10%
|
| Imperial War Museum North (IWM) |
236,529
|
F
|
-1.4%
|
| Castle Howard (TH) |
232,871
|
C
|
+14.9%
|
| Penrhyn Castle (NT) |
228,820
|
F/C
|
+22.2%
|
| Cragside Estate (NT) |
225,823
|
F/C
|
+30.0%
|
| Nymans Garden (NT) |
221,974
|
F/C
|
+21.8%
|
| Anglesey Abbey (NT) |
219,934
|
F/C
|
+14.8%
|
| Lanhydrock (NT) |
214,274
|
F/C
|
+12.9%
|
| Tate St Ives |
214,189
|
C
|
+2%
|
| Walker Art Gallery (National Museums Liverpool) |
213,893
|
F
|
-46%
|
| Sheffield Park (NT) |
209,604
|
F/C
|
+9.0%
|
| Cliveden (NT) |
206,799
|
F/C
|
+14.7%
|
| Burrell Collection (Glasgow Museums) |
203,153
|
F
|
+0.20%
|
| Corfe Castle (NT) |
198,874
|
F/C
|
+23.2%
|
| Bodnant Garden (NT) |
197,631
|
F/C
|
+33.4%
|
| Wallington Park (NT) |
197,535
|
F/C
|
+9.6%
|
| Tintagel Castle, Cornwall |
197,283
|
C
|
+18%
|
| Sissinghurst (NT) |
194,743
|
F/C
|
+18.7%
|
| Chartwell (NT) |
194,323
|
F/C
|
+11.8%
|
| Lady Lever Art Gallery (NM Liverpool) |
193,034
|
F
|
+23%
|
| Kingston Lacy (NT) |
190,288
|
F/C
|
+17.7%
|
| Bodiam Castle (NT) |
187,843
|
F/C
|
+15.6%
|
| Ickworth (NT) |
179,035
|
F/C
|
+13.1%
|
| Culzean Castle & Country Park (National Trust for Scotland) |
175,210
|
F/C
|
+5%
|
| Sudbury Hall (NT) |
165,851
|
F/C
|
6.6%
|
| Big Pit: National Coal Museum (Wales) |
163,882
|
F
|
-0.75%
|
| Mottisfont (NT) |
162,165
|
F/C
|
+20.4%
|
| Claremont Landscape Garden (NT) |
159,848
|
F/C
|
+9.2%
|
| Hidcote Manor Garden (NT) |
159,381
|
F/c
|
+27.2%
|
| Dunham Massey (NT) |
155,085
|
F/C
|
+32.9%
|
| Hardwick Hall (NT) |
153,010
|
F/C
|
+9.8%
|
| Killerton (NT) |
145,662
|
F/C
|
+10.4%
|
| St Mungo Museum of Religious Art (Glasgow Museums) |
144,366
|
F
|
-5.24%
|
| Royal Horticultural Society, Rosemoor |
143,003
|
F/C
|
+7%
|
| Kenilworth Castle, Warwickshire (EH) |
142,723
|
C
|
+58%
|
| Home Farm Wimpole (NT) |
138,769
|
F/C
|
+9.6%
|
| Dyrham Park (NT) |
137,553
|
F/C
|
+10.9%
|
| Pier Master`s House (National Museums Liverpool) |
135,260
|
F
|
-26%
|
| 1066 Battle of Hastings:Abbey & Battlefield (EH) |
135,045
|
C
|
+11%
|
| Dunster (NT) |
134,502
|
F/C
|
+21.7%
|
| Royal Horticultural Society, Hyde Hall |
134,167
|
F/C
|
+13%
|
| Mount Stewart (NT) |
133,343
|
F/C
|
-1.1%
|
| Cotehele (NT) |
132,467
|
F/C
|
+11.9%
|
| Whitby Abbey, North Yorkshire (EH) |
131,886
|
C
|
+12%
|
| Erddig (NT) |
131,861
|
F/C
|
+21.8%
|
| Baddesley Clinton (NT) |
131,165
|
F/C
|
+11.0%
|
| Carisbrooke Castle, Isle of Wight (EH) |
128,388
|
C
|
+15%
|
| Brownsea Island (NT) |
127,333
|
F/C
|
+14.3%
|
| Castle Drago Estate (NT) |
126,195
|
F/C
|
+11.5%
|
| National Conservation Centre (NM Liverpool) |
124,656
|
F
|
-3%
|
| Trelissick (NT) |
121,804
|
F/C
|
+7.8%
|
| Clifford`s Tower, York (EH) |
118,055
|
C
|
+3%
|
| Natural History Museum at Tring |
118,034
|
F
|
-1.6%
|
| Anderton Boat Lift (British Waterways) |
117,129
|
C
|
+7.5%
|
| Provand`s Lordship (Glasgow Museums) |
116,533
|
F
|
+2.96%
|
| Kenwood House, London (EH) |
116,454
|
F
|
+10%
|
| Montacute House (NT) |
110,529
|
F/C
|
+3.0%
|
| Housesteads Roman Fort, Hadrian`s Wall (EH) |
105,136
|
C
|
+8%
|
| Tyntesfield (NT) |
104,451
|
F/C
|
+3.4%
|
| Audley End House & Gardens, Essex (EH) |
99,552
|
C
|
+12%
|
| Burghley House (TH) |
98,411
|
C
|
+14%
|
| Brodsworth Hall, South Yorkshire (EH) |
86,683
|
C
|
+19%
|
| The Home of Charles Darwin, Kent (EH) |
81,623
|
C
|
+198%
|
| Royal Armouries (Fort Nelson, Portsmouth) |
76,715
|
F
|
+1.62%
|
| Belsay Hall Castle & Gardens, Northumberland (EH) |
76,648
|
C
|
+29%
|
| Woburn Abbey & Gardens (TH) |
65,937
|
C
|
0%
|
| Scotland Street School Museum (Glasgow Museums) |
64,866
|
F
|
+5.61%
|
| Sudley House (National Museums Liverpool) |
64,864
|
F
|
+1%
|
| Glasgow Museums Resource Centre |
6,497
|
F
|
+32.51%
|
EH = English Heritage
HRP = Historic Royal Palaces
IWM = Imperial War Museum
RBG = Royal Botanical Gardens
TH = Treasure Houses for England
NT= National Trust
Note 1. The Great North Museum launched in May 2009 so there is no comparative figure.
Note 2. The % change for the 8 sites operated by the National Museums Liverpool clearly demonstrates the Influence of having been the European Capital of Culture in 2008.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
