New research has revealed the London attractions generating the biggest buzz online, alongside the lesser-known attractions visitors consistently rate among the capital’s best experiences.
*All details correct at time of publish (15 July 2026)
As part of its 75th anniversary celebrations, The Original Tour, London’s original hop-on hop-off sightseeing bus operator, analysed Google reviews and social media interactions across 20 of the capital’s most popular attractions to uncover which landmarks are capturing the most attention online and which experiences visitors rate most highly.
The findings show that while iconic landmarks such as Buckingham Palace, the London Eye and Tower Bridge continue to dominate online conversations, several museums, cultural attractions and historic sites are earning exceptional visitor reviews despite attracting far less online attention.
Together, the results highlight the incredible variety of experiences available across London, from world-famous landmarks and royal attractions to fascinating hidden gems waiting to be discovered.
London’s Biggest Buzz Attractions
The study analysed each attraction’s global social footprint, Google rating and total review volume to identify the places generating the most online attention.
The Top 10 London Attractions Generating the Biggest Buzz Online:
- Buckingham Palace
- London Eye
- Hyde Park
- Tower Bridge
- Madame Tussauds
- Camden Market
- British Museum
- The Shard
- Borough Market
- Tower of London
Buckingham Palace topped the list with a global social footprint of more than 904 million, followed by the London Eye with more than 803 million and Hyde Park with more than 702 million.
Tower Bridge also ranked highly, with more than 602 million social interactions, showing the lasting appeal of London’s most photographed landmarks. Madame Tussauds, Camden Market and the British Museum also featured in the top 10, reflecting the broad mix of entertainment, culture, shopping and history that attracts visitors to the capital.
The findings highlight how London’s most recognisable attractions continue to capture imaginations online, while also playing a major role in how visitors plan their trips to the city.
London’s Most-Loved Hidden Gems
While London’s most famous landmarks attract much of the attention online, the research also highlighted a number of attractions that visitors consistently rate among the capital’s best experiences.
The Top Hidden Gems Included:
- Churchill War Rooms
- HMS Belfast
- Kew Gardens
- V&A Museum
- Shakespeare’s Globe
- National Gallery
- Westminster Abbey
- Natural History Museum
- Spitalfields Market
- Greenwich Observatory
These attractions achieved some of the strongest visitor satisfaction scores in the study, demonstrating that many of London’s most memorable experiences can be found beyond the landmarks that dominate social media feeds.
From wartime history and world-class art collections to iconic theatres and cultural institutions, the rankings showcase the depth and diversity of experiences available across the city.
For visitors looking to experience the very best of London, sightseeing bus tours can offer a simple way to take in many of the capital’s most famous landmarks while also uncovering attractions they may not have considered visiting before.
For 75 years, The Original Tour has been helping visitors discover London’s history, culture and landmarks. With multilingual audio commentary and carefully designed routes, visitors can learn more about the stories behind the city’s most famous attractions while uncovering new places to explore.
Terry Gabriel, Chief Manager at The Original Tour, said:
“London is home to some of the world’s most recognisable attractions, and it’s fantastic to see that places such as Buckingham Palace, the London Eye and Tower Bridge continue to capture the imagination of visitors around the world.
What’s equally interesting is the number of attractions that visitors rate so highly once they discover them. Whether it’s a world-famous landmark, a fascinating museum or a historic cultural attraction, London offers an incredible variety of experiences for visitors to enjoy.
After 75 years of helping people explore the capital, we’re proud that our tours help visitors experience many of London’s best-known attractions while also inspiring them to discover places they may not have considered visiting before.”
No two tours are ever quite the same. The different seasons, changing events across the city, and the diverse mix of passengers on board all help create a unique experience each time. Whether visitors are seeing London for the first time or rediscovering familiar landmarks, a sightseeing tour offers a fresh perspective on one of the world’s most fascinating cities.
As The Original Tour celebrates 75 years of helping people explore the capital, the findings highlight the enduring appeal of London’s most loved attractions. From historic landmarks and cultural institutions to green spaces and markets, the city continues to offer unforgettable experiences for visitors from around the world.
Full methodology available here.
For more information, visit The Original Tour.
