Where to Visit in London This Weekend, According to Instagram
Don’t Miss These Picture-Perfect Spots
- A new study reveals the most Instagrammable places you need to visit while in the capital.
- Tower Bridge is top, with over 3.1 million hashtags, more than double the runner-up, Tate Modern, with over 1.4 million total hashtags.
- London takes seven spots in the top ten most tagged UK landmarks.
- The research also highlights other UK landmarks that weekend visitors from abroad might like to visit.
There are so many iconic sights in London fit for impressive post-race selfies. New research by digital marketing agency Ink Digital examined Instagram hashtag data across the 50 most visited UK attractions to find which landmarks attract the most social media attention, and are therefore must-visit hotspots for those visiting London this weekend.
The study revealed Tower Bridge to be Britain’s most photographed landmark, with over 3.1 million images of the iconic London structure on Instagram.
Tower Bridge grabbed the top spot with 3,140,700 hashtags, which is more than double the runner-up Tate Modern, with 1,424,300 total hashtags. The ancient stone circle Stonehenge took third spot with 994,800 hashtags overall.
The 10 most Instagrammable UK landmarks:
Distinctive architecture and visual appeal
The study found landmarks with standout visual appeal or distinctive architecture perform best on Instagram. Tower Bridge, with its twin towers and walkways, offers a photogenic backdrop instantly recognisable worldwide.
London outshines other regions
The numbers show location matters greatly, with London attractions receiving far more social media attention than those in other UK regions. Edinburgh Castle, the highest-ranked non-London attraction, got less than a quarter of Tower Bridge’s hashtags.
Culture reigns supreme
Cultural institutions did well in the rankings, with six art galleries or museums appearing in the top ten. The British Museum (724,800 hashtags), National Gallery (847,800), and Natural History Museum (871,300) all ranked high.
Does age matter? Classic landmarks outshine modern attractions
The results showed that historical landmarks with strong visual identity beat newer attractions. The Tower of London (founded in 1066) and Stonehenge (from 3000 BCE) all appeared in the top half of the rankings. Whereas more recent attractions, like the National War Museum, which opened in 1927, garner less attention on Instagram.
The five least Instrammable UK landmarks:
The 10 most Instagrammable UK landmarks outside of London:
Michael Ryan, founder and CEO of Ink Digital, said:
“London attractions dominate social media attention, with Tower Bridge standing out as the clear winner. This iconic structure gets more Instagram posts than the bottom 33 UK landmarks put together.
“We see a pattern where landmarks with simple, memorable names and striking visual profiles do best on social platforms. These spots give social media users what they want in recognisable backdrops that need no explanation.
“The surprising bit is how some major cultural institutions with global importance, like the Royal Museums Greenwich, get relatively few social media mentions. This suggests many UK attractions could grow their digital presence and connect with audiences better.”
