Families wanting to visit London for a weekend of sightseeing face paying hundreds of pounds to visit iconic tourist attractions – versus just pennies 50 years ago.
This year, Which? Travel analysed how tourist attractions have skyrocketed in price since its first issue in 1974, revealing how the cost of a day out in the capital has far outstripped the rate of inflation.
A ticket to the world-famous Kew Gardens was just 1p (9p in today’s money) in 1974, now rising in price from between £12 and £24 per adult.
In 1974, entry to the Tower of London was 10p – the equivalent of 90p today. But visiting in 2024 costs a staggering £34.80 per adult, an increase of 3,767 per cent.
Entry to waxworks museum Madame Tussauds was 75p – or £7 in today’s money. But an advanced ticket now costs £33, or £42 if bought on the day – a rise of 500%.
Meanwhile, popular booking websites such as Booking.com are advertising three star hotel rooms at eyewatering prices.
A two-night weekend stay at the three star Holiday Inn Express in Newham, London, for a family-of-four is £491, in a single room with a double bed and sofa to sleep on.
Or the four star Radisson Blue Hotel in Tower Hamlets, east London, for a weekend is £1,344. The bedroom suite comes with a double bed and sofa bed.
This year, Which? Travel analysed how tourist attractions have skyrocketed in price since its first issue in 1974
Tourist attractions in London have hit customers with the highest price hike of the past 50 years, according to this Which? analysis from March this year
A ticket to Kew Gardens (pictured) was just 1p (9p in today’s money) in 1974, now skyrocketing in price from between £12 and £24 per adult
Tourist attractions in the city have hit customers with the highest price hike of the past 50 years, according to Which? analysis from March this year.
London Zoo, once 80p to enter (£7.20 in today’s money), costs £27 per person during off-peak periods, and up to £33 at weekends – an increase of 358 per cent based on the weekend ticket.
Rory Boland, Editor of Which? Travel, said: ‘Everybody should be able to afford a day out in the nation’s capital, but our research found people must dig ever deeper to afford entry to some of London’s best loved attractions.’
Mr Boland advised booking ahead rather than buying at the gate in order to bag the cheapest price, while also looking out for discount schemes.
‘Plus many of the UK’s top attractions can still be enjoyed for free – in London some of our reader’s favourite examples include the RAF museum, and even a tour of the Houses of Parliament, which can be booked ahead of time via your MP,’ he said.
When it comes to hotels, although expensive, Which? explained they are still the cheaper alternative to renting out holiday lets in the city.
On Booking.com, a two-bedroom apartment in Camden is advertised for £876 for two nights for a family of four with two children.
In 1974, entry to the Tower of London (pictured) was 10p – the equivalent of 90p in today’s money. However, when visiting in 2024 you would pay a staggering £34.80 per adult
London Zoo (pictured), once 80p to enter (£7.20 in today’s money), costs £27 per person during off-peak periods, and up to £33 at weekends – an increase of 358 per cent based on the weekend ticket
While entry to Madame Tussauds was 75p – or £7 in today’s money – a ticket in 2024 costs £33 if purchased in advance – rising to as much as £42 if bought on the day
A stay at the three star Holiday Inn Express in London would cost a family £491 for a two-night weekend stay in a single room with a double bed and sofa bed
A family of four can stay at the four star Radisson Blue Hotel in Tower Hamlets for a weekend for £1,344
Holiday lets in London generally prove more expensive than hotels. A two-bedroom apartment in Camden is advertised for £876 for two nights for a family of four with two children
A cheaper alternative is a one-bedroom apartment in Tower Hamlets for £544, which offers one double bed and one sofa bed
A cheaper alternative is a one-bedroom apartment in Tower Hamlets for £544, which offers one double bed and one sofa bed.
Mr Bowland said: ‘Though many of us might assume holiday lets will beat hotels on price, when we last checked we found this isn’t the case, with the average cost of a hotel room in Greater London coming out significantly cheaper than a one bedroom rental.
‘Comparison sites can be a great tool for finding accomodation, but when you’ve found somewhere you like the look of we’d always recommend booking directly to get the best price.
‘If you pick up the phone, there’s every chance you can negotiate an extra saving or even a nice perk like a free breakfast.’
The expert also advised carefully considering the dates you choose to visit, and aiming to avoid travelling during major events, as these can often ‘push accommodation prices up’.