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Oxford's treasures draw record 3.8M visitors
29 Mar
Summary
- University of Oxford attractions saw 3.8 million visitors in 2025.
- Ashmolean Museum became Oxfordshire's most visited attraction.
- Visitor numbers increased 7% year-on-year, outpacing UK average.
In 2025, the University of Oxford's renowned gardens, libraries, and museums experienced a surge in popularity, attracting a record-breaking 3.8 million visitors.
The Ashmolean Museum emerged as Oxfordshire's premier attraction, marking its most successful year since reopening in 2009 by surpassing one million visitors. A particularly successful exhibition featured artwork associated with the Oxfordshire-based band Radiohead.
This significant increase in visitor numbers, a 7% rise year-on-year, surpassed the UK's national average growth of 2%. It marks the third consecutive year that tourism to Oxford's cultural sites has grown faster than the national trend.
Several other university institutions, including the Bodleian Libraries, the Oxford Museum of Natural History, and the Pitt Rivers Museum, also ranked among the UK's top 100 attractions. The Oxford Botanic Garden and Arboretum and the History of Science Museum also featured in the national listings.
University officials attributed this success to the appeal of its unique venues and extensive collections, coupled with effective visitor engagement strategies. They expressed anticipation for continued growth with a pipeline of upcoming exhibitions and events.
