The UK is home to a number of iconic landmarks and bustling cities. It welcomes over 30 million international visitors each year1, with ambitions for 50 million annual visits to the UK each year by 2030 to continue to drive economic growth2. However, sometimes, the most unforgettable destinations fly under the radar.
From charming villages to pop culture landmarks, SumUp has revealed the most underrated hotspots in the UK to visit this spring. These hidden gems have been selected based on various metrics, such as the number of reviews, tourist traffic per landmark, and the cost of public transport. Beyond their aesthetic and cultural appeal, landmarks are powerful drivers of economic activity, helping local economies and small businesses to thrive from a steady influx of tourists whilst also offering visitors a chance to experience something unique.
The top 10 underrated hotspots in the UK:
| Rank | Landmark | City | Total Score (out of 100) |
| 1 | Wasdale Emerald Pool (Fairy Pool) | Wasdale (Cumbria) | 99.50 |
| 2 | Birmingham Back To Backs | Birmingham | 95.83 |
| 3 | Freshwater West Beach | Castlemartin (Pembrokeshire) | 92.53 |
| 4 | Tulleys Farm | Crawley | 90.52 |
| 5 | Little Moreton Hall | Congleton (Cheshire) | 89.55 |
| 6 | Samlesbury Hall | Samlesbury (Lancashire) | 85.93 |
| 7 | The Enchanted Forest | Pitlochry (Scotland) | 85.84 |
| 8 | Bletchley Park | Milton Keynes | 84.85 |
| 9 | The Cavern Club | Liverpool | 84.79 |
| 10 | Royal Yacht Britannia | Edinburgh | 84.41 |
The Wasdale Emerald Pool (also known as the Wasdale Fairy Pool) has emerged as the most underrated hotspot in the UK. Nestled in the stunning Wasdale Valley, this picturesque spot is gaining attention from social media users, with over 300,000 views on TikTok for videos tagged with the hashtag ‘#wasdalefairypool’ and over 49,000 people sharing images at the location on Instagram. Once a well-kept secret, the pool’s enchanting surroundings have been named a must-visit destination for those looking to explore a quieter part of the UK, with just 20,000 tourists in the city annually.
In second place, Birmingham’s Back To Backs offers a unique and immersive glimpse into the city’s industrial past and working-class history. The Back To Backs are the city’s last surviving court of back-to-back houses, and Peaky Blinders fans are particularly drawn to the location, as it inspired elements of the show and helped to recreate an authentic representation of the city’s gritty historical atmosphere. With over 4,000 reviews boasting an impressive 85% five-star rating and just 508 Instagram posts, this hidden gem remains underrated yet unquestionably worth a visit.
Freshwater West Beach, located in Pembrokeshire, lands in third place. Despite the location’s beauty and being one of the filming locations for Harry Potter and the Deathly Hallows, it doesn’t have the same level of exposure or popularity as other beaches in Wales – there’s just 234 reviews on TripAdvisor. With 12,000 annual visitors to the city, the beach is known for its waves, making it the perfect location for surfers.
Tullys Farm in West Sussex came fourth, and with incredible seasonal experiences and events on offer all year round you’d be hard pressed not to find something for everyone. Whether it’s their tulip fields, sunflower festival, or shocktober experiences, it’s definitely a destination that should be on any traveller’s radar.
Other locations in the top 10 to highlight include Liverpool’s The Cavern Club, most famous for being the birthplace of The Beatles, and Royal Yacht Britannia in Edinburgh, a must see attraction for those with an interest in royal history.
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.”
For more information on the UK’s most underrated hotspots, please visit: The most underrated landmarks in the UK – SumUp
About SumUp:
SumUp is a leading global financial technology company driven by the purpose of levelling the playing field for small businesses. Founded in 2012, SumUp is the financial partner for more than 4 million small merchants in over 36 markets worldwide, helping them start, run and grow their business. Through its Super App, SumUp provides merchants with a free business account and card, an online store, and an invoicing solution – as well as in-person and remote payments seamlessly integrated with SumUp’s card terminals and point-of-sale registers. SumUp is committed to leveraging its success to make the world a better place: it has pledged to donate 1% of its revenue to support environmental causes and advocate for various educational and entrepreneurial projects around the world. In 2022 SumUp was recognised as a Top Global Employer for the LGBTQ+ community by the Stonewall Workplace Equality Index. For more information, please visit sumup.co.uk.
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