West Midlands attractions enjoy largest UK visitor growth in 2015

  • Footfall at region’s attractions goes up by 6%, according to new VisitEngland report

  • mac birmingham and Birmingham Museum & Art Gallery are UK’s most-visited free attractions outside London and South East

  • Drayton Manor Theme Park features in top 10 most-visited ‘paid for’ attractions 

Footfall at West Midlands tourist attractions increased by 6% in 2015 – the highest visitor growth in the UK, along with the East Midlands and South West – according to VisitEngland’s Annual Attraction Survey, published today (Wednesday 10th August).

The study also revealed that mac birmingham (14th) and Birmingham Museum & Art Gallery (BMAG) (15th) were among the 20 most-visited free attractions in the country last year and the two most popular locations outside of London and the South East. The mac birmingham arts complex saw its visitor numbers break through the million mark in 2015 (1,028,371). BMAG enjoyed a 31% year-on-year increase in visitors, attracting 909,935 people. The list was topped for the eighth year by the British Museum in London.

Emma Gray, Director of Marketing and Communications at Visit Birmingham, said:

More people than ever are being drawn to the West Midlands to discover what the area’s many tourist attractions have to offer them.
Whether it’s heritage, cultural, sporting or family venues, this latest VisitEngland report is further proof that the region is becoming an increasingly popular choice for visitors. It echoes our own data, which shows that Birmingham alone has enjoyed a 17% increase in tourists since 2010, resulting in an overall visitor economy worth £6.2 billion last year.

Dorothy Wilson, Chief Executive and Artistic Director of mac birmingham, added:

When we reopened to the public six years ago, our intention was to make art as open and accessible to as many people as possible, especially operating in one of Europe’s youngest and most diverse cities. Our visitor figures prove that the region has embraced mac as an important part of their cultural life.

Meanwhile, Drayton Manor Theme Park in Staffordshire was the 10th most-visited ‘paid for’ attraction in 2015 with 1,210,141 visitors, a 14% increase on the previous year. The Tower of London remained at number one, followed by Westminster Abbey and Kew Gardens.

William Bryan, Managing Director at Drayton Manor Park, said:

When my grandparents first opened the park 61 years ago they never imagined it would become the success it is today and it’s very humbling to see that we’ve become one of the top 10 most visited attractions in England.
Each year we’re continuing to grow and develop. Last year was one of our busiest as our Thomas Land attraction underwent a £2.5 million expansion and we had a record breaking attendance. This year is no different and we’ve got so many exciting plans in the pipeline for the future. We hope to continue to provide families with a value for money, memorable day out.

Overall, visits to England’s attractions rose by 2% in 2015, with revenue up 5%. England’s gardens, farms and leisure and theme parks have seen the most significant growth in visitor numbers, with a 7% increase.

More than 1,500 English attractions were involved in the survey. 



Maps & Guides

Maps & Guides for your visit.

Read More

Getting around

Getting around Birmingham couldn’t be easier...

Read More

What's on

Search for places, events & accommodation...

Read More

Festivals & events

Take a look at what’s on now and coming up here...

Read More


RT @IndependentBham: Saturday is SOLD OUT! Grab your Sunday tickets fast 👉 https://t.co/GigfVdx511 25 of Brum's very best food/drink trad…

RT @JQBID: If you ❤️the #JewelleryQuarter in #Birmingham, join us for the #JQFestival to discover our #artisans, #museums, #shops, #pubs,…

RT @HGIBirminghamBP: We are showing it at the Hilton Garden Inn Birmingham too with a BBQ on the terrace. @visit_bham we hope to see you al…

RT @MeetBirmingham: Exciting times ahead as @thenec unveils an extensive £4.5 million transformation... https://t.co/PgXu54be9J https://t.c

Festivals & events

Sporting highlights


Art Galleries

Birmingham’s art collection is as wide as it is impressive. 

Read More

Stage & Screen

From touring West End shows to showcasing local talent.

Read More


A huge arena tour or an intimate gig?  You’ll find it here.

Read More


Multiplexes, the UK’s oldest working cinema or art house cool?

Read More

Birmingham Museum & Art Gallery

A vibrant museum in the heart of the city with over 40 galleries.

Read More


A diverse range of dance groups and venues.

Read More

See More, Feel More

Come, stay and soak up the culture in one of Europe's most vibrant cities.

Read More



Plan the perfect shopping trip with full store, centre and brand directories.

Read More

Shopping centres

From the world-famous, 21st Century Bullring to the Victorian elegance of the Great Western Arcade.

Read More

Vibrant streets

Linking the centres are Birmingham’s bustling shopping streets, packed with major brands and boutique independents.

Read More


Don’t miss Birmingham’s amazing markets – whether it’s the 850-year old Bullring markets or the...

Read More

Jewellery Quarter

Home to more diamond rings, finishing touches and tokens of love than anywhere else in...

Read More

Getting Married in Birmingham

We have everything covered from the rings right up to the venue itself.

Read More