London remains the undisputed powerhouse of UK tourism. The capital accounts for 46.2% of all inbound visits, welcoming an estimated 21 million international tourists in 2024, making it the world’s third-most-visited city. 

But Private Tours England’s new analysis of TripAdvisor traveller reviews suggests that not every attraction benefiting from London’s global appeal is delivering a positive experience. Several high-profile, heavily marketed attractions are generating unusually high volumes of one-star reviews, with complaints ranging from poor value to outright disappointment. Across reviews, travellers consistently report feeling overcharged, misled, or underwhelmed, particularly when attractions rely heavily on hype rather than substance.

Taking first place is the Paradox Museum London, in Knightsbridge. It scored an overall rating of 3.2, with 22.8% of reviews being just one star. The primary complaints were that it was overpriced, overcrowded, and had an inflexible refund policy.

This home of optical illusions promises to offer “a world where nothing makes sense yet everything feels real”. There are over 50 exhibits, including the Reverse London Tube Station and Zero Gravity Room.

Making up the rest of the top five are Van Gogh: The Immersive Experience, the RHS Chelsea Flower Show, The Vaults, and Big Bus Tours.

Stacey Hamilton, travel expert at Private Tours England, said: “London’s popularity is a double-edged sword. The volume of visitors creates opportunities, but it also allows some attractions to rely on branding rather than quality. When expectations aren’t managed honestly, disappointment follows.

“What we’re seeing is that visitors increasingly value authentic, well-curated experiences over spectacle. Smaller, locally guided tours consistently outperform big-ticket attractions in satisfaction because they focus on storytelling, context, and human connection.

“London doesn’t need more attractions. Instead, it needs better experiences. And once visitors understand the city more deeply, they’re far more open to exploring beyond it, whether that’s historic towns, countryside, or lesser-known cities across England. Local insight turns a crowded visit into a meaningful one.”