15 ways to save money on London attractions

London, with its rich history, vibrant culture, and iconic landmarks, offers an array of experiences for visitors. While the city boasts numerous free attractions, including world-class museums and beautiful parks, many of its most famous sites come with a hefty price tag. From the towering heights of The Shard to the historic halls of Westminster Abbey, these paid attractions can quickly add up, potentially straining your travel budget.

For families, couples, or solo travellers, the cost of visiting multiple paid attractions can be particularly daunting. A trip to the Tower of London, a ride on the London Eye, and a visit to Madame Tussauds could easily consume a significant portion of your vacation funds. However, experiencing these renowned attractions is often an integral part of a London visit, offering unique insights into the city’s heritage and contemporary culture.

Fortunately, there are numerous strategies and insider tips that can help you enjoy London’s top attractions without breaking the bank. In this post, we’ll explore various ways to make your London sightseeing more affordable, allowing you to experience the best of the city while keeping your budget intact. From discount passes to timing tricks, these money-saving methods will help you maximise your London adventure without minimising your experiences.

Book attractions online in advance for discounted rates

Booking your London attraction tickets online in advance is a savvy way to cut costs on your sightseeing adventures.

Many of London’s popular attractions offer discounted rates for online bookings, sometimes saving you up to 20% off the regular admission price.

Booking ahead not only saves money but also time, allowing you to skip long queues at popular sites. Many venues offer timed entry slots, which can help you plan your day more efficiently.

The only caveat with booking ahead is to make sure you will be able to visit at the time slot you book – missing a pre-booked attraction will cost, rather than save, you money!
Look for family ticket options for group savings

Family ticket options are an excellent way to reduce the cost of visiting London attractions, especially for those traveling with children.

Many of London’s popular sites offer family packages that provide substantial savings compared to purchasing individual tickets. These family tickets typically cover two adults and two or three children, though the exact configuration can vary by attraction. Some attractions even have flexible family tickets that allow different combinations of adults and children, catering to diverse family structures. Additionally, family tickets often come with added perks such as guidebooks, fast-track entry, or small souvenirs included in the price.

It’s worth noting that the age range for children’s tickets can differ between attractions, so always check the terms before booking. By opting for family tickets, you can enjoy London’s top attractions together while keeping your budget in check. Remember to compare the family ticket price against individual tickets to ensure you’re getting the best deal for your group size.
Check whether you meet the criteria for concessionary tickets

Checking your eligibility for concessionary tickets is a crucial step in reducing the cost of visiting London attractions. Many venues offer discounted rates for various groups, and you might be surprised to find you qualify for savings.

Typically, concessions are available for students, seniors (usually aged 60 or 65+), disabled visitors, carers, and sometimes for young adults or children of specific age ranges.

Some attractions also offer special rates for local residents, members of certain organisations, or those in receipt of Universal Credit.

It’s important to note that the criteria for concessions can vary between attractions, so always check the specific requirements on the venue’s website or contact them directly.

Remember to bring appropriate identification to prove your eligibility. By taking the time to investigate and utilise concessionary tickets, you can significantly reduce your overall spending on London attractions.
Take advantage of cheaper times in the day, week or year

Strategically timing your visits to London attractions can lead to significant savings. Many venues offer discounted rates for off-peak hours, typically early mornings or late afternoons. For instance, some attractions have ‘twilight’ tickets at reduced prices for entry in the last few hours before closing or in quieter afternoon slots.

Weekday visits are often cheaper than weekends, with some places offering special midweek discounts. Consider visiting museums with free entry during peak hours and saving paid attractions for off-peak times.

Seasonally, prices tend to be lower during the shoulder season (spring and autumn) compared to the busy summer months. Some attractions also offer annual sales or promotional periods, such as around their anniversaries or during national tourism weeks.

Theatre enthusiasts can take advantage of matinee performances, which are usually less expensive than evening shows. By being flexible with your schedule and planning visits around these cheaper times, you can experience more of London’s attractions while keeping costs down.

It’s worth checking the official websites of attractions you plan to visit to see if they offer time-based discounts. By strategically planning your visits around these cheaper times, you can stretch your budget further and potentially see more of London’s fantastic attractions.
Use the 2-for-1 offers with National Rail tickets

One of the most effective ways to save money on London attractions is by taking advantage of the 2-for-1 offers available with National Rail tickets. This scheme, also known as Days Out Guide, allows you to get two entry tickets for the price of one at over 150 attractions across the city when you travel by train.

To qualify, you need to have a valid National Rail ticket. Choose your attraction from the hundreds on offer, download and print your vouchers from the website, or buy your tickets online, travel by train and then at the attraction, present your voucher or online tickets along with your valid train tickets.

The offers cover a wide range of popular attractions, including the London Eye, Tower of London, Transport Museum, Westminster Abbey and St. Paul’s Cathedral.

This deal can lead to substantial savings, effectively cutting the cost of your sightseeing in half. By combining your transportation with discounted entry to attractions, you can significantly reduce the overall cost of your London experience.
Use Discount Websites and Apps

Using discount websites and apps can significantly reduce the cost of experiencing London’s attractions.

Platforms like Groupon and Wowcher frequently offer deals on popular tourist sites, tours, and experiences at discounted rates.

By regularly checking these sites, you can snag limited-time offers on everything from West End shows to river cruises. Some apps like TodayTix also feature last-minute deals, allowing you to spontaneously enjoy activities at a fraction of the regular cost.

Remember to read the terms and conditions carefully, as some offers may have restrictions on dates or times of use.
Use reward points and schemes to get tickets for free or cheaper

Leveraging reward points and loyalty schemes can be a savvy way to reduce costs when visiting London attractions.

Many UK retailers, such as Tesco with their Clubcard scheme, offer the option to exchange accumulated points for tickets or discounts on popular London experiences. Tesco Clubcard points can often be doubled in value when redeemed for attraction tickets, potentially giving you free entry to places like the London Eye or Madame Tussauds.

Some credit card companies also offer reward programs that allow you to redeem points for travel experiences, including London sightseeing.

By strategically collecting and using these points, you can significantly cut down on attraction costs or even enjoy some experiences for free.
Consider combination tickets for multiple attractions

Combination tickets, also known as multi-attraction passes, can offer substantial savings for visitors planning to see several London attractions. These packages typically bundle entry to multiple popular sites at a discounted rate compared to purchasing individual tickets.

Some attractions offer their own combination deals, like the Royal Museums Greenwich package, which covers entry to several sites in the area.

By carefully planning your itinerary and selecting a combination ticket that aligns with your interests, you can significantly reduce the overall cost of sightseeing in London while enjoying a diverse range of experiences.
Check for special promotions on attraction websites or social media or on consumer items

Keeping an eye out for special promotions on attraction websites, social media channels, and even everyday consumer products can lead to unexpected savings on London attractions.

Many venues run limited-time offers, especially during off-peak seasons or to celebrate special events, which they announce on their websites or social media platforms. Following these accounts can give you early access to flash sales or exclusive discounts.

Some consumer brands partner with attractions for promotional campaigns. For instance, you might find vouchers for discounted or 2-for-1 entry to popular London sites on cereal boxes, chocolate bar wrappers, or soft drink bottles. Newspapers and magazines sometimes include similar offers. These promotions can change regularly, so it’s worth checking product packaging and media outlets periodically.

By staying alert to these opportunities, you can often find significant discounts on attractions that might otherwise seem out of budget, allowing you to experience more of London’s offerings for less.
Visit during the low season

Visiting London during the low season, typically during the winter months from November to March (excluding the Christmas and New Year period), can lead to significant savings on attractions and overall trip costs.

Many popular sites reduce their ticket prices during this time to attract visitors, and some may offer special winter promotions or extended hours. Additionally, you’re likely to find better deals on accommodations and flights, further reducing your overall expenses.

While the weather may be cooler and daylight hours shorter, the city’s major attractions remain open and are often less crowded, allowing for a more relaxed experience. Many of London’s world-class museums and galleries are indoors anyway, making them perfect for winter visits. Moreover, the city takes on a unique charm during this season, with festive lights, ice rinks, and cozy pubs adding to the atmosphere.

By timing your visit to coincide with the low season, you can enjoy London’s attractions at a more affordable price while avoiding the peak tourist crowds.
Consider a London Pass

The London Pass can be a cost-effective option for visitors planning to see multiple attractions in a short period. This comprehensive sightseeing card offers entry to over 90 popular London attractions, including the Tower of London, Westminster Abbey, and St. Paul’s Cathedral, often with fast-track entry to skip the lines.

The pass is available for 1, 2, 3, 4, 5, 6, 7 or 10 consecutive days, allowing you to tailor it to your itinerary. While the upfront cost may seem high, it can lead to substantial savings if you plan to visit several paid attractions each day. For instance, if you visit three or four major sites daily, you’re likely to save compared to buying individual tickets. The pass also includes a hop-on-hop-off bus tour and a Thames river cruise, adding extra value.

To maximise savings, it’s crucial to plan your visits efficiently and choose attractions with higher individual entry fees. It’s worth calculating the cost of the attractions you want to visit individually and comparing it to the pass price to ensure it’s the right choice for your specific plans.
Consider annual memberships if you’re a frequent visitor

Investing in annual memberships can offer substantial savings for both frequent visitors and those planning to explore multiple attractions in a single category. For instance, the Historic Royal Palaces membership provides unlimited entry to six iconic sites, including the Tower of London, Hampton Court Palace, and Kensington Palace. This membership can pay for itself in just two or three attraction visits, making it an excellent choice for history enthusiasts or those planning an in-depth exploration of London’s royal heritage.

For London residents, memberships to places like museums or zoos can provide year-round entertainment and quickly offset their cost through repeat visits.

Additionally, many of these memberships offer extra perks such as discounts in gift shops and cafes, exclusive events, and sometimes even fast-track entry, further enhancing their value.
Check for any special discounts available to you via your job

Exploring special discounts available through your employment or professional affiliations can lead to significant savings on London attractions.

Many organisations offer exclusive deals to their members or employees. For instance, the Blue Light Card provides discounts for emergency services, NHS, social care sector, and armed forces personnel on various London experiences and attractions. Similarly, Boundless, a club for civil service and public sector employees, offers its members reduced rates on theatre tickets, tours, and entry to popular sites.

Other professional bodies, trade unions, and even large corporations may have negotiated discounts with attractions or ticket providers. It’s worth checking with your employer’s HR department or any professional organizations you belong to for potential savings.

These discounts are often substantial and can apply to a wide range of London’s top attractions, from museums and galleries to theatre shows and sightseeing tours, helping you enjoy the city’s offerings at a fraction of the regular cost.
Earn a Blue Peter badge

One lesser-known way to save money on London attractions is by taking advantage of a Blue Peter badge. This iconic badge, awarded to children by the long-running BBC children’s television show Blue Peter, offers more than just bragging rights. Children aged 6 to 15 who hold a Blue Peter badge can gain free entry to over 200 attractions across the UK, including several popular London sites.

With a valid badge and badge card, young visitors can enjoy free admission to attractions such as the Tower of London, Kensington Palace, and Hampton Court Palace. This can lead to significant savings for families, as adult tickets to these royal historic sites often cost £20 or more per person.

To obtain a badge, children typically need to send in interesting letters, stories, pictures, or make something creative for the show. While it requires some effort, the potential savings and the pride of wearing a Blue Peter badge make it a worthwhile endeavor for young London explorers. Remember, adults still need to pay, but the savings on children’s tickets can substantially reduce the overall cost of a family day out in London.
Look for free or discounted entry days at paid attractions

Taking advantage of free or discounted entry days can significantly reduce your expenditure on London attractions. Many paid venues offer periodic opportunities for visitors to explore their offerings at reduced rates or even for free.

Open House London, typically held in September, grants free access to hundreds of buildings and spaces normally closed to the public or charging an entry fee. Museums at Night, occurring in May and October, sees many museums and galleries extending their hours and offering special events, often at discounted rates.

Additionally, keep an eye out for special anniversaries or celebrations of attractions, as these often come with promotional offers or free entry days.

By planning your itinerary around these events and special days, you can experience London’s cultural richness without straining your budget.