Leading ‘things to do’ app GetYourGuide reveals a 35% increase in Brits searching for London experiences versus last year
UK, May 18 2026 - As British travellers rethink summer holiday plans, new data from GetYourGuide suggests a “Euro Summer” is so 2025, and this year will be a “London Summer”.
Londonmaxxing is taking over the UK, and it starts with finally making a visit to the iconic experiences that always drop off your weekend list . Even if you’ve lived in London your whole life, many Brits have quietly skipped the attractions that make their city world-famous. Now, with summer travel plans shifting and more people looking closer to home, Londoners and UK travellers alike are seizing the chance to explore the capital properly.
From riding the London Eye to sitting down for an iconic West End show, Londonmaxxing is about planning your time like a tourist, intentionally, curiously, and without embarrassment. It means carving out a day (or a weekend), picking the landmarks you’ve walked past for years, and actually discovering them.
Dan Evans, GetYourGuide’s in-house London expert and Regional Manager for UK & Ireland, says “It’s easy to forget just how rich in culture and history London is when you’ve been living here for too long. You don’t need to get on a flight or bring your passport to experience some of the world’s most interesting history, breath-taking architecture and deliciously diverse food.
By being led by a guide, you get to see your own city through the eyes of someone else, whether that’s an expert on British history or a born-and-bred Londoner who knows a neighbourhood’s best street food and graffiti spots like the back of their hand.”
Discover this year’s fastest-growing London experiences by Brits, as well as some under-the-radar activities to add to your Londonmaxxing itinerary:
Fastest-Growing Experiences Booked By British Customers:
- London Eye (£29 pp) - A ride on the iconic London Eye, offering a 30-minute rotation in a glass capsule with spectacular 360-degree views of the city from 135 metres high, with the option to skip the queues using fast-track admission (+86% increase in bookings YoY)
- Windsor Castle Admission Ticket (£32pp) - You might not know it, but the world's oldest and largest occupied castle is just a 20-minute train ride out of the city. Explore the castle, and all the treasures and artworks that come with it, through a guided tour (+863% increase in bookings YoY)
- Westminster Abbey Entrance Ticket (£31 pp) You’ll have walked past it countless times, but most Londonders have never stepped foot inside this iconic building. Marvel at the breathtaking gothic architecture whilst discovering the celebrated poets, monarchs, politicians and musicians who’ve lay to rest here (+72% increase in bookings YoY)
- Tower of London and Crown Jewels Exhibition Ticket (£37 pp) See the infamous Crown Jewels in the flesh and immerse yourself in British history at the UNESCO World Heritage Site. If you’re lucky you might see one of the ravens that circle and guard the Tower (+68% increase in bookings YoY)
- Uber Boat Single Trip and London Cable Car (£22 pp) Take in the best views of London by water and by air with this dual Uber Boat and Cable Cart experience. Skip the London Underground and use this experience as your way to explore the city, with fast and frequent pick-ups around the capital (+32% increase in bookings YoY)
Dan Evans’ under-the-radar recommendations to see a different side of London
Obi's African & Caribbean Food Tour in Brixton | 3 hour tour, £90.00 pp
“Londonmaxxing isn’t just about landmarks, it’s about understanding the city’s communities. Led by local guide Obi, this African and Caribbean food tour in Brixton explores the flavours, stories and cultural influences that shape modern London, offering a deeper look at the capital beyond the tourist centre. Obi really helps this tour come to life with his passion, enthusiasm and especially his humour since he used to be a stand-up comedian before becoming a guide. Born and bred in Brixton, Obi really knows and cares about London, its culture and its food!”
London Royal Historic Pubs Walking Tour | 2.5 hour tour, £29.00 pp
“Nothing feels more London than a pub, and with the Royal Historic Pubs Walking Tour you really get to understand the city’s history via its world-renowned ale and lager. Hear tales about some of Britain’s most iconic figures, like James Bond and the Queen all whilst discovering hidden alleyways and secret tunnels. This is a walking tour like no other!”
London Canal Boat Ride on Camden Lock | 1.5 hour tour, £20.00 pp
“Slip away from the crowds and discover a quieter, more serene side of London by travelling along its historic canals. As the city drifts past, you’ll see familiar neighbourhoods and landmarks from a completely different vantage point, revealing stories and details that often go unnoticed on land. Guided by an experienced and passionate crew, the journey blends rich history, local insights, and unexpected moments that bring London’s past and present to life. It’s not just a sightseeing trip, but a chance to experience the city slowly, thoughtfully, and with a deeper sense of connection.”
