The National Gallery’s 200th anniversary celebrations have sparked a remarkable surge in cultural tourism, with over 4.7 million in-person visits recorded across its exhibitions and programmes worldwide in 2024.
This impressive 15% increase in visitor numbers highlights the growing appeal of art tourism in the UK and positions London’s iconic Trafalgar Square institution as one of the world’s premier cultural destinations.
Record-Breaking Exhibition Success
The Gallery’s bicentenary programme has proven particularly effective at drawing both domestic and international tourists. “Van Gogh: Poets and Lovers” became the most successful ticketed exhibition in the Gallery’s history, attracting 334,589 visitors between September 2024 and January 2025.
Meanwhile, “The Last Caravaggio” secured its place as the 11th most-visited exhibition of all time with 286,298 visits, demonstrating the enduring appeal of Old Master exhibitions for cultural travellers.
This success comes ahead of two major developments set to enhance the visitor experience further: the reopening of the renovated Sainsbury Wing and the unveiling of “C C Land: The Wonder of Art” – the largest rehang of the Gallery’s collection in its history – both launching on 10 May.
Regional Tourism Boost
The Gallery’s ambitious “National Treasures” tour delivered a significant boost to regional tourism between May and September 2024. By strategically placing 12 masterpieces across the UK, the Gallery ensured that more than half of the British population was within an hour’s journey of a National Gallery painting.
The tour attracted 724,812 visits across its regional venues, spreading the economic benefits of cultural tourism beyond London. This initiative demonstrates how major institutions can effectively drive visitor numbers to locations outside traditional tourist centres.
The innovative “Art Road Trip” travelling studio programme generated further engagement, with 10,798 people participating in creative activities across Britain and Northern Ireland.
International Appeal
The Gallery’s international reach has expanded dramatically, with its touring exhibition “Masterpieces from the National Gallery” drawing 662,068 visits across venues in Hong Kong and Taiwan during 2024 alone. The total visit count for the entire Asia tour reached an impressive 1,443,934 – more than double the attendance of the Gallery’s previous tours in Japan and Australia.
This international presence not only extends the Gallery’s global influence but also serves to promote the UK as a premier destination for art enthusiasts, potentially stimulating future inbound tourism.
Digital Engagement Transformation
Beyond physical visits, the Gallery has transformed its digital engagement strategy, recording over 159 million virtual visits in 2024 – a staggering 106% increase from the previous year.
The innovative “200 Creators Network” has proven particularly effective at reaching new audiences, generating 39.8 million views across the Gallery’s and creators’ channels. This pioneering approach to digital engagement, the first of its kind in the museum sector, has created new pathways for potential visitors to discover the institution.
Sir Gabriele Finaldi, Director of the National Gallery, noted: “The National Gallery continues to build on its founding principles of bringing people and great art together. Through our collection, our exhibitions in London, throughout the UK as well as the hugely popular exhibition tour in Asia – many people have engaged with the Gallery.”
Looking Ahead
For travellers planning UK cultural itineraries in 2025, the newly refurbished Sainsbury Wing will provide a compelling reason to visit or revisit the Gallery. The summer will bring further nationwide activities, including the continuation of the Art Road Trip and Jeremy Deller’s “The Triumph of Art” installation.
With its blend of blockbuster exhibitions, regional outreach, and digital innovation, the National Gallery has demonstrated how heritage institutions can successfully evolve to meet changing visitor expectations while maintaining their cultural significance.
As the Gallery enters its third century, it appears well-positioned to remain a cornerstone of Britain’s cultural tourism landscape and a must-visit destination for art lovers from around the world.
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