01 Guided tours of the free national museums
8 compared from €11 typically 2h 4.65 average
Entry costs nothing; a guide costs from €11 and rates higher than almost anything else in the city. The semi-private British Museum tours capped at eight people sit at the top of this page at 4.97, and they run around €122. The €11 bracket is a ninety-minute group walk with priority entry, which matters at the British Museum on a wet Saturday and matters nowhere else. Median €32.
02 Stadium tours and the club museums
4 compared from €27 typically 1h 4.84 average
Four grounds sell tours and all four rate above 4.4: Stamford Bridge, Tottenham, Wembley and the Emirates. From €27 for a thirty-minute walk round Tottenham, €40 typically for an hour with the dressing rooms, the tunnel and the club museum. Chelsea carries the most reviews and the highest rating of the four. Match days close the tours, so check the fixture list before you book a date.
03 Immersive art, illusions and the pop-culture attractions
15 compared from €17 typically 1h50 3.98 average
The widest quality range on the page. Frameless and the Moco Museum rate near 4.7 from thousands of reviews for €17 to €30, and the Warner Bros studio tour at €31 and above is the best-rated full day. At the other end, the aquarium, the waxworks and the dungeon sit below 3.9 with more reviews than either. Read the rating before the name here: the brand tells you nothing about how the visit goes.
04 The Tower, the royal palaces and Westminster Abbey
13 compared from €19 typically 2h 4.26 average
Where the money actually goes in London, from €19 for Tower Bridge to €32 for the Tower of London and the Crown Jewels, which carries more reviews than anything else in this catalogue. Allow three hours at the Tower and go at opening: the Jewels queue is the longest in the city by eleven. Hampton Court needs a half day and a train from Waterloo. Westminster Abbey closes to visitors on Sundays.
05 Viewpoints, Greenwich and the specialist collections
11 compared from €16 typically 1h30 4.47 average
The climb over the roof of the O2 rates 4.9 from three thousand reviews and costs €44, which makes it the best-rated ticketed experience in London. The London Eye, at a similar price, rates 4.15. Greenwich is the value corner: the Royal Observatory and the Prime Meridian from €16, the Painted Hall for about the same, and the Cutty Sark next door. Median €30. City passes only pay off from the fourth attraction onwards.