The most underrated landmarks in the UK
When you think about landmarks in the UK, some of the first that spring to mind are most likely London favourites such as Buckingham Palace and Big Ben. If you’re visiting Scotland, the Royal Mile in Edinburgh is probably on your list, whereas the Smallest House in Great Britain will surely be on your itinerary if you’re popping over to Conwy in Wales.
But what about all of the other landmarks in the UK, the ones that don’t get as much attention? From the Enchanted Forest in Pitlochry and Lancashire’s Samlesbury Hall to Liverpool’s Cavern Club and Bletchley Park in Milton Keynes, the UK has so much to offer residents and tourists alike. In order to get a feel for which places deserve greater footfall, the team at SumUp looked into some of the UK’s lesser-known landmarks.
What are the most underrated landmarks in the UK?
We carried out some research to find out which landmarks in the UK are the most underrated. Here are the top five, with a total score out of 100.
1. Wasdale Emerald Pool (score: 99.50)
Wasdale Emerald Pool is located in the stunning Lake District National Park in Cumbria. It’s often overlooked in favour of more popular lakes in the area, which makes it a genuinely underrated landmark in the UK. Surrounded by towering mountains, this serene and remote body of water presents dramatic beauty and absolute tranquillity. The Fairy Pool, nestled at the foot of the lake, adds to its charm. With glistening waters and a small waterfall, it’s the perfect spot for nature lovers and photographers alike. Meanwhile, the surrounding landscape contains rocky peaks like Scafell Pike (the highest mountain in England), making Wasdale a must-visit landmark if you want to reconnect with nature.
2. Birmingham Back to Backs (score: 95.83)
The Birmingham Back to Backs are a unique and historic landmark in the heart of Birmingham. This well-preserved collection of 19th-century working-class homes provides a fascinating glimpse into the lives of ordinary families during the Industrial Revolution. The restored courtyard of back-to-back houses offers you a chance to explore rooms that were once lived in by multiple generations. Be warned if you’re claustrophobic, as this landmark gives a feel for the cramped spaces that people had to share during a period of rapid urbanisation. Today, the site serves as a museum, offering guided tours that bring these homes to life with stories from their past. Located just outside of the bustling city centre, the Birmingham Back to Backs stand as a reminder of the city's industrial heritage and social history. Whether you’re a resident of Birmingham or visiting the city as a tourist, they’re definitely worth a visit.
3. Freshwater West Beach (score: 92.53)
Freshwater West Beach is a stunningly rugged stretch of coastline in Pembrokeshire, Wales. We guarantee you’ll adore its striking natural beauty, as this remote beach is surrounded by towering cliffs, golden sand and wonderfully clear waters. If you’re looking for a serene spot with gorgeous surroundings, Freshwater West Beach is the place to go. It’s perfect for long walks, surfing the waves, or simply enjoying the coastal scenery. It also has a rich historical background, with ancient sites nearby such as burial chambers and Iron Age forts. The beach’s wild atmosphere and breathtaking vistas make it a hidden gem for anyone visiting Pembrokeshire, offering an escape from the more tourist-heavy spots in the region. This UK landmark did gain wider recognition a few years ago though, as it was the filming location for the iconic battle scenes in Harry Potter and the Deathly Hallows.
4. Tulleys Farm (score: 90.52)
Ready for something truly charming? Tulleys Farm is a family-run farm located in Crawley, West Sussex. Its popularity is due to its year-round attractions, particularly its seasonal events, making it a great day out that your little ones will love. Whilst it’s best known for its Halloween festival, Tulleys Farm offers a variety of experiences, from a maize maze and pumpkin picking in autumn to a popular Christmas farm shop. You can also meet the farm animals during your visit, plus there are plenty of outdoor play areas for the kids. It’s a great way to get some fresh air and support a small business in the process, so make sure to include Tulleys Farm on your to-do list the next time you’re in the area.
5. Little Moreton Hall (score: 89.55)
Steeped in history, Little Moreton Hall is a striking Tudor manor house in Cheshire. It may be an underrated landmark, but it’s pretty well-known for its distinctive architecture and picturesque setting. Built in the 16th century, the hall is a prime example of an upside-down house, with the upper floors leaning out over the ground floor. This unique design, combined with the timber-framed construction and ornate interiors, makes Little Moreton Hall a brilliant place to learn some history and post some eye-catching social media content. Whilst there, we recommend that you explore this landmark’s fascinating history, learn about its restoration, and wander through the stunning gardens that surround the house. Though part of the National Trust, Little Moreton Hall is often overshadowed by larger, more famous landmarks in the region. This makes it well worth a visit, as it offers an intimate and quiet experience, adding to its English countryside charm.
The impact of landmarks on small businesses
Landmarks benefit everyone, as they give local residents a sense of pride and offer interesting activities to visitors. On top of this, small businesses within a short distance of a landmark will almost certainly receive more foot traffic than those further away. With visitors popping down to see what all the fuss is about, small businesses can offer anything from souvenirs and snacks to accommodation, dining experiences and transport options. An added bonus of having a small business near a landmark is that it will literally put you on the map. With websites, social media accounts and a Google Maps reference pointing people to the landmark, not to mention printed promotional materials, radio adverts and helpful road signs, your small business has a good chance of being visited by tourists if it’s close to a landmark, even an underrated one.
Corin Camenisch, Marketing and Growth Leader at SumUp commented on the report, saying “We created this ranking to spotlight some of the UK's hidden gems—places that are often overlooked in favour of the usual tourist spots like the London Eye or Buckingham Palace. By highlighting these underrated hotspots, we’re hoping to show people spots they might not know about and spread the benefits of local tourism.”
“With TikTokers and influencers constantly sharing cool, off-the-beaten-path places, more and more people are eager to discover unique destinations, and we think that's a great way to help local economies thrive. By bringing attention to these lesser-known landmarks, we hope to not only provide visitors with new and enriching experiences but also support small businesses that may not have the same visibility as those placed in larger, well-known tourist attractions. These hidden gems often rely on tourism to sustain their operations, and by shining a light on them, we’re hoping to ensure that local businesses can benefit from a steady flow of visitors, which is crucial for their growth and long-term success.”
Methodology
Using 'traveller favourites’ on TripAdvisor, 42 UK landmarks, including viral locations tied to pop culture and film/TV were ranked based on how underrated they are. To do this, 6 different factors were used. Once the data for the factors was collected, the factors were then normalised, to provide each factor with a score between 0 and 1. The normalised values were then summed and multiplied, to give each landmark a total score out of 100. The landmarks were then ranked from highest to lowest, based on their total scores.
The factors included are the number of 5* Reviews, number of reviews, number of Instagram posts, search volume for each landmark name, Brandwatch mentions for each landmark name, and the number of tourists in each city as of 2022.
All data is correct as of 21/02/25. The ranking data shown is a compilation of multiple data sources and may not be representative of real life. All data is accurate with regards to the sources provided.
