In 2024, the United States was the leading market for visits to the UK, with roughly 5.59 million trips. France, Germany, and Ireland typically follow as top source markets, alongside other European nations. Visitors are largely drawn to London, with a significant portion visiting for holidays, visiting friends/family, or for business.
Three countries – Australia, Canada and New Zealand – stand out at the top of the list of friendly nations. Just over seven in ten Britons (71-73%) view our three Commonwealth partners as friends and allies specifically, with nearly nine in ten (85-87%) seeing the relationships as positive overall.
The British Museum in London is consistently the most visited place in the UK, attracting over 6.4 million visitors in 2024, followed closely by the Natural History Museum, also in London, with the outdoor Windsor Great Park ranking as the top outdoor attraction. These free London museums dominate visitor numbers, with popular paid attractions like the Tower of London and Edinburgh Castle also drawing large crowds.
10 Best Places to Visit in the UK: The UK Travel Guide to England, Scotland & Northern Ireland
Which country has the most British tourists?
Spain was estimated to be the most visited country by residents of GB in 2024 (17.8 million visits), followed by France (9.3 million visits) and Italy (4.8 million visits).
A new WorldAtlas ranking puts Canada at number 1 on the list of the top 20 most loved countries on the planet, ahead of every U.S. and European destination.
1. Kiribati. Kiribati – a remote island nation in the Micronesia region of the Pacific Ocean – is the least-visited country in the world. Its 33 atolls and islands straddle the equator, sitting just above sea level, making them among the world's most climate-vulnerable.
At just 23 years old, Lexie Alford made history by becoming the youngest woman to visit every country in the world. Her journey took her to all 195 countries, including the often-restricted North Korea.
Overall picture: Volume of overnight trips showed a minor decline year-on-year, while volume of tourism day visits was up. Total domestic tourism spend increased for both overnights and day visits.
The UK achieves the highest attractiveness ratings in Kenya and the Ukraine (both 88 per cent) and lowest in Japan (55 per cent). However, percentage figures mask cultural differences across countries in the way people answer questions in a survey.
1. United States. The United States ranks at the top in the list of the top 10 powerful countries. The United States has one of the most powerful and modern militaries in the world.
However, Niue's iconic landscapes and natural wonders are just the tip of the iceberg. Their Polynesian way of life, which is far removed from the pressures of modern tourism, gives space for once-in-a-lifetime experiences. The warm hospitality and adventurous wonders truly make Niue the rarest country in the world.
The World's Friendliest Nations, According To Scientific Study
South Africa tops our list of the friendliest nations, scoring an impressive 34.63 out of 40 on the 'agreeableness' trait of the Big 5 Personality Test.
Greeks were found to be the second-friendliest people in the world, scoring 33.71 on the test.
1. Denmark. Denmark is at the top of the list of the top ten countries for quality of life. This small Nordic country consistently ranks highly in international surveys on factors like happiness, income equality, safety, and access to education.
The ONS reports that 517,000 people emigrated from the UK in 2024, including around 77,000 British nationals. Current trends show: Europe remains dominant – Spain, Ireland, France, and Germany continue to top the list. More non-EU moves – Canada, Australia, the USA, and UAE are steadily gaining.
Local governments and residents believe that, rather than sustaining the locations, the overtourism has contributed to a reduced quality of life and increased cost of living for residents.
