Hidden History Hits: 12 Million Brits Ditch Costly Attractions In Favour Of Extraordinary Adventures

From ghostly underground chambers and witch trial sites to York's famous preserved Viking poo, yet almost six in ten (59 per cent) admit they've never visited fascinating attractions on their own doorsteps, new research reveals.

The study by London North Eastern Railway (LNER), found the nation is increasingly seeking quirky and unusual alternatives to traditional – and costly – family days out, with historic attractions now ranking amongst our top picks (23 per cent).

Witch trials trump traditional tourism, with 17 per cent wanting to learn about Britain’s dark and mysterious past, while over a quarter (26 per cent) were drawn to days out exploring local myths and legends, and almost one in five (19 per cent) to crime and punishment stories.

The trend is being driven by the rising cost of living, with a third (33 per cent) saying it has influenced the types of family days out they choose as they seek out affordable but memorable experiences closer to home. In fact, the new research reveals two thirds (66 per cent) are more likely to visit attractions if they can be easily reached by train.

Two LNER destinations feature among Britain's top three most popular unusual attractions, with The Shambles in York (12 per cent) and Edinburgh Vaults (11 per cent) both ranking highly. The Museum of Witchcraft & Magic in Cornwall topped the overall list (14 per cent).

Whitby – famous for inspiring Bram Stoker's Dracula – features twice in the top 10, while Yorkshire claims four spots overall, cementing the North East as Britain's capital of quirky history tourism.

The findings suggest these kinds of experiences are becoming increasingly appealing to families. A quarter (25 per cent) say they would be encouraged to visit an unusual historical attraction simply because they'd never heard of it before, while 22 per cent say discovering an unusual story from British history would encourage them to visit.

The findings coincide with the launch of the new LNER content series, “The History Gossip’s Hidden Journeys with LNER”, fronted by social media historian Katie Kennedy, known online as The History Gossip. The series explores fascinating stories from destinations across the LNER route, uncovering hidden histories, curious legends and unusual attractions that many travellers pass by without realising.

Colette Casey, Customer Experience Director at LNER said:

People are increasingly looking for days out that feel rewarding, whether that's uncovering a hidden piece of history, discovering somewhere they've never visited before or spending quality time together as a family.

Our research suggests there's a real appetite to explore more of what Britain has to offer. With two thirds of people saying they'd be more likely to visit attractions if they were easy to reach by train, it is clear rail has an important role to play in helping people explore more destinations and uncover the hidden gems waiting on their doorstep.

Rail makes exploring destinations simpler, connecting people to fascinating places across the country without the stress of driving, parking or navigating unfamiliar routes. Whether it's a medieval street in York, underground vaults in Edinburgh or some of Britain's most unusual historical attractions, the journey can become part of the adventure itself.

Katie said:

One of the best things about Britain is that you never have to travel very far to stumble across an incredible story.

Some of our most fascinating places are hidden in plain sight – from Viking settlements and witch trial sites to underground streets, mysterious caves and attractions that have inspired centuries of myths and legends.

It's so exciting to see this growing curiosity for Britain's quirky side. These hidden places offer genuine surprise and unforgettable memories, proving you don't need to travel far for extraordinary adventures.

Working with LNER on The Hidden Journeys series has been a brilliant opportunity to shine a light on some of the country's lesser-known attractions and encourage people to explore more of the remarkable history, heritage and culture the UK has to offer.

To help travellers uncover more of Britain's hidden gems, LNER has partnered with Katie Kennedy on “The History Gossip’s Hidden Journeys with LNER” a series of bite-sized guides exploring remarkable stories and destinations across the LNER route.

For more information and to plan your journey, visit LNER. To watch The History Gossip's Hidden Journeys with LNER series, visit Katie Kennedy's social channels.