The Museum of Free Derry continues to have a significant impact on Derry’s economy. In 2025, 49,063 visitors came through our doors, helping generate an estimated £16 million in spend across the city and supporting the equivalent of 76 full-time jobs. Visitor influence, local investment, and volunteer contributions have all grown compared to 2024, underlining the Museum’s continually growing role in supporting the local economy and community.
Our visitor profile is very much rooted in the USA & Canada at 38.2%, with Europe at 19.9%. It is interesting to note the steady increase in visitors from Australia & New Zealand (7.4%) and Asia (2.7%), showing the Museum’s appeal is expanding around the world.
Maeve Mc Laughlin, Director, Bloody Sunday Trust, said:
“The Museum tells the momentous story of our people and place, and an increasing number of visitors are telling us that it is a key reason for their visit to the city. Remarkably, 71% of visitors said the Museum had a high or very high influence on their decision to come to Derry.
These statistics cannot be ignored. The days of the system closing its doors on the story of civil rights, the Battle of the Bogside, Free Derry, and Bloody Sunday are over.
Visitor Impact – Museum of Free Derry
The Museum continues to make a significant impact on Derry’s economy. In 2025, nearly 50,000 visitors came through its doors, generating an estimated £16 million in spending across the city and supporting the equivalent of 76 full-time jobs. Visitor influence, local investment, and volunteer contributions have all grown compared to 2024, underlining the Museum’s central role in supporting the local economy and community.
- 49,063 visitors
- £16.14 million estimated visitor spend, based on 296 visitor surveys
- Around £330 average spend per visitor
- 76% of visitors were in Derry on holiday, highlighting the Museum’s importance as a leisure destination
- 67% of visitors stayed one or two nights, contributing to the local accommodation sector
- Around 23% were day visitors, showing that the Museum draws both local and overnight audiences to the city
Accommodation Used
Visitors mainly stayed in local accommodation, supporting hotels and guesthouses:
- Hotel: 38.5%
- B&B / guesthouses: 29.4%
- Other accommodation: 20.9%
- Staying with friends and family: 10.1%
By attracting visitors who stay in hotels, B&Bs, or with friends and family, the Museum is helping sustain a wide range of local hospitality businesses across Derry.
Reasons for Visiting
Visitor survey data shows that the Museum of Free Derry attracts primarily leisure visitors:
- Holiday: 76.4%
- Visiting family and friends: 12.8%
- Business: 4.1%
- Other reasons: 4%
- Live in the area: 2.7%
The high proportion of holiday visitors underlines the Museum’s draw as a key reason people travel to Derry.
Museum Influence on Visiting Derry
The Museum attracts a strongly international audience:
- USA & Canada: 38.2%
- Europe: 19.9%
- Britain: 17.9%
- Republic of Ireland: 8.4%
- Australia & New Zealand: 7.4%
- North of Ireland & Derry: 4.4%
- Asia: 2.7%
- South America: 0.7%
- Africa: 0.3%
This shows the Museum’s role in bringing international visitors to Derry while still welcoming regional audiences.
Local Jobs, Investment, and Social Value
The Museum contributes directly to the local economy through employment, purchasing goods and services, and volunteer activity:
- £4.13 million spent locally and regionally (up from £3.73 million in 2024)
- 76 full-time equivalent jobs supported across the wider economy (up from 69 in 2024)
- Volunteers contributed work valued at £37,710 (up from £32,682 in 2024)
- Through these contributions, the Museum strengthens both the economic and social fabric of the city.
Balancing Growth and Community Access
With visitor numbers rising, the Museum has taken steps to remain welcoming and
accessible to local people. From 2026:
- Residents and carers receive a 50% discount
- Families continue to receive a 10% discount
- Student entry prices remain at 2025 levels
- Discounts continue for schools, community groups, and voluntary organisations
These steps ensure the Museum remains rooted in community, education, and lived experience while responding to growing visitor interest. It is a place for everyone in Derry to connect with the city’s story, past and present.
