Marmite, the dark, thick yeast extract spread made from brewer's yeast – a byproduct of the brewing industry – has been a staple in British culture since its inception in 1902. Its distinctive taste has led to the slogan 'Love it or hate it', reflecting the nation's divided opinion. The term 'Marmite' has even become synonymous with something polarising or an acquired taste. Despite this, tourists are often eager to try Marmite for a true taste of Britain, making it a memorable – and sometimes surprising – part of their visit. 

Britons are famous for their love of queuing, a habit that developed during times of scarcity, such as the Industrial Revolution, and was reinforced during the world wars of the 20th century. Tourists to the UK often appreciate this orderly custom, seeing it as a charming and uniquely British display of respect and fairness. A memorable display of this tradition came in 2022, when former England footballer David Beckham touched the nation's heart by queuing for 13 hours alongside the public to pay his respects to Queen Elizabeth II as her coffin lay in state.

Haggis, Scotland’s national dish, is a must-try for any visitor, especially if you’re lucky enough to experience a Burns Night supper on 25 January, commemorating the beloved poet Robert (or 'Rabbie') Burns. While it may not win any beauty contests, this savoury pudding – made from meat, oatmeal, onions, salt, and spices – delivers a surprisingly delicious flavour. Traditionally paired with 'neeps' (swede), 'tatties' (potatoes) and a rich whisky sauce, haggis has also found a place in modern Scottish cuisine, making it an iconic and memorable part of any trip to Scotland.

Wallace & Gromit, the beloved animated comedy duo, have been charming audiences since their debut in A Grand Day Out in 1989. Created by Nick Park and Aardman Animations, the series follows the eccentric, cheese-loving inventor Wallace and his clever yet long-suffering dog, Gromit. Their adventures are filled with British wit, inventive contraptions and memorable villains – cementing the pair as a quintessential part of British culture and delighting tourists who seek out Aardman-themed attractions and merchandise.

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The Old Course at St Andrews, Scotland – also known as the Old Lady or Grand Old Lady – is the world's oldest golf course. Golf has been documented as being played here since at least 1552 and, despite its historic status, it is a public course that can be played by all. Golfers from around the world come to play both in Scotland – the home of golf – and on other courses across the UK including Wentworth in England, Royal Porthcawl in Wales and Royal Portrush in Northern Ireland.

'There's no such thing as bad weather, only unsuitable clothing,' wrote walking writer Alfred Wainwright in 1973. Four decades on, travellers to the UK are still heeding his advice. Seaside in the rain? No problem. Sitting outside in pub beer gardens in 14°C (57°F) just because it's June and a point of principle? Of course! While 45% of Brits admit they talk about the weather too much, that doesn’t stop them from complaining when it’s bad. Yet, more than half say they can't cope if it gets too hot.

Sherlock Holmes is a character so famous that his name is far more well-known than that of his author, Sir Arthur Conan Doyle. Well over 100 years on from his creation, the fictional detective continues to fascinate Brits and tourists alike thanks to his incredible deductive skills. Aspiring sleuths can start with a visit to The Sherlock Holmes Museum at London's 221b Baker Street, before heading off to find numerous Sherlock-related locations including The Langham Hotel, the British Museum and The Sherlock Holmes pub. 

Rain or shine – and let's face it, it's often rain – nothing epitomises the start of British summer time more than Wimbledon. In 2023, over half a million guests passed through the gates of the All England Lawn Tennis Club over the fortnight – with matches watched across 200 territories worldwide. Long-standing traditions when attending SW19 include eating strawberries with cream and drinking Pimm's, although cheering on Andy Murray is no more, after he retired in 2024 with not a dry eye left on Centre Court.

The man, the myth, the legend: Sir David Attenborough is a national treasure. At the remarkable age of 98, he released his latest TV series, Asia, continuing his lifelong mission to bring the wonders of the natural world into people’s homes. Attenborough’s passion for nature follows in the footsteps of Charles Darwin, the celebrated 19th-century biologist whose groundbreaking work is showcased in London’s Natural History Museum. Tourists are drawn to the UK to explore this legacy, whether visiting exhibitions that highlight Darwin’s discoveries or experiencing Attenborough’s influence at nature reserves and conservation sites across the country.

The iconic British red telephone box, designed by Sir Giles Gilbert Scott in 1924, remains a beloved symbol of the UK. The original model, known as the K2, featured a cast-iron structure with a Tudor crown just below the roof and a domed top inspired by Sir John Soane’s mausoleum in St Pancras Old Churchyard, London. While Scott initially envisioned them in grey, like the earlier K1 version, the General Post Office chose bright red to match the country's equally famous post boxes and postal vans. Tourists love spotting these classic phone booths, often taking photos or even hunting down unique locations where they’ve been creatively repurposed as libraries or defibrillator stations. 

The Welsh island of Anglesey boasts the UK's longest place name: a 53-character tongue-twister often shortened to 'Llanfair PG'. But the UK is full of quirky and unusual names. England’s Ordnance Survey maps feature places like Wetwang, Nether Wallop and Pratts Bottom, while Scotland has gems like Crossmyloof, Brokenwind and Lost. Pronunciation challenges abound, too, with Belvoir pronounced as 'beaver' being a prime example. Tourists are often amused and fascinated by these unique names, adding a fun and memorable twist to exploring the UK’s rich tapestry of towns and villages.

The London Underground, the world’s oldest underground railway, has been a defining feature of the city since it opened in 1863. Known as the Tube, its iconic roundel logo and map design have become synonymous with London itself. Equally famous is the safety announcement, 'mind the gap'. While the phrase has evolved over the years, the northbound platform at Embankment still plays the original 1960s/70s recording by actor Oswald Laurence – a nostalgic touch reinstated in 2013 so his widow could continue hearing her late husband’s voice. Tourists love the Tube not only for its convenience but also for the sense of history and culture woven into every journey. 

The White Cliffs of Dover, towering chalk cliffs overlooking the English Channel with views of the French coast, are a must-see for tourists drawn to their breathtaking natural beauty and historical significance. Beyond their stunning appearance, these cliffs have played a crucial role in British history, serving as a line of defence during both world wars. They have become a lasting symbol of British resilience and hope, a sentiment famously captured in Dame Vera Lynn's 1942 wartime song, (There'll Be Bluebirds Over) The White Cliffs of Dover.

Football is the most popular sport across the UK. Each home country – England, Scotland, Wales and Northern Ireland – boasts its own leagues and national teams, but it’s the English Premier League that has become a global phenomenon. In the 2023/24 season, matches were broadcast to viewers in 189 countries, showcasing British football’s enormous international appeal. While tickets to top matches can be hard to get, visitors can still experience the excitement through stadium tours, a visit to the National Football Museum in Manchester or simply joining passionate fans in a pub to watch a game, soaking up the electric atmosphere that defines British football culture.

Fifty-plus years on from their heyday, The Beatles continue to lure thousands to Liverpool each year. Their home city is the fifth most visited in the UK and the Fab Four alone are estimated to bring in some £20 million through tourism per annum. Fans can explore two Beatles-themed museums, take the Magical Mystery bus tour, stay at a Beatles-inspired hotel and visit iconic pubs, clubs and venues like The Cavern. The waterfront's famous Beatles statue and the many locations associated with the band ensure there’s more than enough to keep any fan busy. 

Britons have a deep-rooted passion for gardens, from grand historic estates to innovative urban green spaces. London’s Royal Botanic Gardens, Kew, and Cornwall’s Eden Project showcase the splendour of nature on an impressive scale, drawing tourists with their breathtaking plant collections and immersive landscapes. Visitors also love exploring stately homes and historic attractions, where manicured gardens are often key features. Cities are increasingly embracing green space too, with Manchester recently transforming a former railway line into an urban garden.

Victorian poet Matthew Arnold called Oxford 'the city of dreaming spires' and any visitor today can clearly see why. Walking through the cobbled streets between the medieval buildings is truly otherworldly. And it's not just academics who've been inspired by the dreaming spires – Chronicles of Narnia writer C.S. Lewis, Alice in Wonderland's Lewis Carroll and The Lord of the Rings author JRR Tolkien all wrote here.

Steam engines are a major tourist attraction in the UK, with around 13 million passengers enjoying 18.6 million journeys on heritage railways each year. One of the most famous is the Flying Scotsman, the first steam locomotive to reach 100 miles per hour (161km/h) in 1934, which remains a quintessential symbol of British heritage. Steam railways also gained worldwide fame through the Harry Potter series, with the Hogwarts Express scenes filmed on the iconic Glenfinnan Viaduct in Scotland.

'Please Look After This Bear. Thank You'. So read the label around Paddington Bear's neck when he was found by Mr and Mrs Brown in Paddington Station. First appearing in children's book A Bear Called Paddington by Michael Bond in 1958, the famous bear from Peru has been a much-loved character of page and screen for generations. He surprised millions worldwide by appearing in a comedy TV sketch with Queen Elizabeth II to mark her Platinum Jubilee, and was a popular tribute when she died in 2022.

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The British Museum is one of the world's greatest museums, with an extraordinary collection of Greek and Roman antiquities and the largest ancient Egyptian collection outside of Egypt, featuring the Rosetta Stone, which unlocked the meaning of hieroglyphics. For tourists, the museum provides a unique opportunity to explore thousands of years of history. However, the museum is now reassessing parts of its collection, as many items were acquired during the height of British colonialism. The Parthenon Sculptures, in particular, are the subject of ongoing international debate.

Chicken tikka masala has been described as the illegitimate child of Indian cooking and British taste. Said to have been invented in Glasgow in the 1970s, the dish of marinated chicken pieces served with a creamy, tomato and subtly-spiced sauce. One of the UK's favourites, it has long been hailed as a symbol of modern multicultural Britain. In 2001, then-foreign secretary Robin Cook said it was an Indian dish designed to "satisfy the desire of British people to have their meat served in gravy".

Brontë Country refers to the wild, windswept moorland stretching across the West Yorkshire and East Lancashire Pennines, which provided the dramatic backdrop for many of the Brontë sisters' works – Charlotte, Emily, and Anne. Top Withens (pictured) is often cited as the inspiration for Emily’s Wuthering Heights, and other Brontë-related landmarks are easily accessible from Haworth. Once a bustling industrial town, Haworth is now one of England's most picturesque villages and home to the Brontë Parsonage Museum, where the sisters lived and wrote their timeless novels.

Eryri (Snowdonia) is the oldest and biggest of Wales' three national parks and home to the 3,560-foot (914m) tall Yr Wyddfa peak, also known as Snowdon – the UK's highest mountain outside of Scotland. While scaling Snowdon is one of the main attractions for many, you can also take the Snowdon Mountain Railway from late spring until the end of October. At its centre, but not actually part of the park, is the moonscape-like former slate-mining town of Blaenau Ffestiniog.

British pop music emerged in the 1950s as an alternative to US rock 'n' roll and seven decades later is still going strong. From the skiffle of the Fifties; to the beat music and British blues of the 1960s; the folk rock, punk and glam rock of the 1970s; Eighties' synth pop followed by the 1990s Britpop trend, the UK has continued to help define popular music into the 21st century. The UK was also behind two of the world's most formative boy bands and girl groups – Take That and Spice Girls. 

'Oh I do like to be beside the seaside.' From penny arcades on the pier to basking in front of colourful beach huts and building sand castles that get washed away by the sea, the seaside resort is something of a British institution. The history of the beachside resort dates back to the 18th century, when 'taking the water' became popular for its health benefits. And they're still wildly popular – with 179 million day trips to the beach made in 2019 alone.

Stonehenge is arguably the UK's most mystical attraction. Located on Salisbury Plain in Wiltshire, this colossal circle of standing stones is one of the world's most impressive prehistoric monuments. Constructed over 5,000 years ago, its true purpose and method of construction remain shrouded in mystery. While it is generally agreed to be an ancient burial site, some theories suggest it may have functioned as an astrological calendar, as the sun rises over the Heel Stone on the summer solstice and sets over it on the winter solstice. Tourists are drawn to the site’s aura of mystery and the chance to witness the alignment of the stones with celestial events. 

The history of fish and chips is somewhat unclear. While Sephardic Jews are widely thought to have brought the idea of eating battered and fried fish to Britain in the 17th century, nobody really knows when it was first combined with chips. That said, the first chip shop does date back to the 1860s, and the dish remains widely popular – with 382 million portions from 'chippies' consumed each year. Fish and chips were also among the few foods not rationed during World War II. 

British humour is renowned for its sarcastic, self-deprecating and often absurd take on everyday life. Current British comedy's roots can be traced back to Shakespearean times, but was really codified in its present form through the arrival of television in the late 20th century – with shows such as Monty Python, Fawlty Towers, Blackadder and Mr Bean inspiring many an actor and comedian. BBC show The Office was so popular it's been remade over a dozen times in different countries.

Millions flock to the Scottish Highlands each year, where one of the main highlights is the mysterious Loch Ness. The largest loch in Scotland by volume, it is most famous for being the alleged home of the Loch Ness monster, with reports of a large marine creature inhabiting its deep, dark depths dating back to ancient times. While you're unlikely to spot the legendary Nessie, there's plenty of other things to keep you occupied, including walks, water sports and Castle Urquhart.

London's West End is famous for its theatre productions – including the world's longest-running play, Agatha Christie's The Mousetrap, which is now in its 72nd year. However, culture festivals, performance art events and theatrical productions of all sizes can be found across the UK – with some of the most successful being the Edinburgh Fringe Festival, which issued well over 2.5 million tickets in 2023, and the Welsh National Eisteddfod, the largest cultural festival in Europe. 

A whopping 36 billion cups of tea are consumed in the UK each year, equal to about 100 million a day. Tea has long been entrenched in British life, thanks in part to the role it played in Britain's imperial past, and its soothing properties are often seen as a solution to just about every problem. Tourists are charmed by this tea culture, whether indulging in a classic afternoon tea experience or simply observing the ritualistic importance of a 'cuppa' in everyday British life. 

Part of the UK's charm is its postcard-perfect quaint villages, which can be found all the way from Cornwall to the Scottish Highlands. The 'prettiest village in England' accolade often goes to Castle Combe in the Cotswolds, but there are plenty of others scattered across the UK, including the mountain village of Beddgelert in Snowdonia, Wales; the fishing village of Crail in Fife, Scotland; and Glenarm in County Antrim, Northern Ireland. 

Castles are a fascinating symbol of the era in which they were created. Caernarfon Castle, for example, was born out of a bitter war between England's King Edward I and Welsh princes in the 1280s. Together with castles at Beaumaris, Conwy and Harlech, it formed the king's 'Ring of Iron' castles across north Wales as a show of might to remind the latter party to toe the line. Millions visit castles across the UK each year, attracted by the amazing architecture and tales of knights gone by.

With its breathtaking beaches and rugged coastline, Cornwall stands out as a unique corner of England. Once an ancient Celtic kingdom, it largely escaped Roman and Saxon influences, a heritage still echoed in the Cornish language and the granite crosses that dot the landscape. Visitors are drawn to Cornwall for its stunning natural beauty, world-renowned seafood restaurants and rich mining history, famously brought to life in the Poldark series. From picturesque fishing villages to dramatic cliffs, Cornwall offers an unforgettable mix of culture, cuisine and coastal charm.

More than two decades after Harry Potter and the Philosopher's Stone was published, J.K. Rowling's iconic boy wizard continues to enchant the UK's tourism industry. Fans flock to the Warner Bros. Studio Tour in Leavesden, line up to photograph the famed Platform 9¾ luggage trolley at King's Cross Station in London and visit Alnwick Castle in Northumberland, which served as a filming location for Hogwarts. These sites, among others, allow tourists to immerse themselves in the wizarding world, making the UK a must-visit destination for Harry Potter enthusiasts.

The UK is full of historic and stately homes, with many open to the public for at least part of the year. With stunning architecture, lavish interiors and many a story to tell, visitors often get a glimpse of life both upstairs and downstairs in years gone by. Heritage tourism contributes billions per year to the UK economy, with much of it driven by popular TV shows and films like Downton Abbey, Brideshead Revisited and Bridgerton. 

Edinburgh is truly enchanting, with its ancient castle perched atop a rocky outcrop – there’s nowhere quite like it. Tourists flock to the city for its top attractions such as Edinburgh Castle, the winding medieval closes of Old Town, and the grand Georgian boulevards of New Town. Venture just beyond the city centre to discover the picturesque Dean Village along the Water of Leith or hike up Arthur’s Seat, an ancient volcano, for breathtaking views over the city and coastline.

Is there anything more British than the classic pub? The public house – or 'pub' for short – has for centuries played a vital role in local communities, with even the smallest of villages having one. With their origins in Roman Britain, pubs often offer an insight into the country's past – with many of their names and signs depicting everything from historic events (The Waterloo Inn), royalty (The Queen's Head), occupations (The Blacksmith's Arms) to local folklore (The Green Man).

In 2023, London attracted over 20 million international visitors, reaffirming its status as one of the world's most visited cities. The UK capital is brimming with world-class attractions, from historic landmarks like the Tower of London and St Paul’s Cathedral to the lush Kew Gardens, ZSL London Zoo and the stunning Hampton Court Palace. Yet, the lesser-known side of London also holds plenty to discover, offering small but fascinating museums, unique off-beat neighbourhoods and an array of quirky shops, pubs and cafés.

Our number one spot goes to… the British Royal Family. Kings and queens; princes and princesses; palaces and castles.... it's hardly a surprise that the British Royal Family captures the imagination – and that's before taking into account the well-publicised family dramas immortalised in Netflix series The Crown. Indeed, the estimated economic benefit of tourism related to the royals for 2024 is £64 million – although King Charles still has a lot of catching up to do on the era of his mother Queen Elizabeth II. In 2012, it was a whopping £680 million.

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