Museum of Illusions, the world’s largest and fastest-growing private museum chain and owner and operator of the Manchester branch of the franchise, is celebrating its first anniversary up North with the news that more than 200,000 visitors have attended the Manchester site since launch last September.
Since opening on Market Street, the Manchester site has significantly exceeded initial projections, quickly establishing itself as a major player in the city’s competitive experiential leisure and hospitality market. The attraction is now the second largest Museum of Illusions site in Europe after Copenhagen, drawing an estimated 60% international visitors alongside a strong local and regional audience and underscoring its central role in Manchester’s cultural and tourism economy.
The milestone also coincides with the 10th anniversary of the Museum of Illusion brand globally, which has now expanded to over 60 locations across 28 countries. The group continues to scale at pace, with 16 new museums opening in 2025 and its second UK site scheduled to launch in 2026, although a specific location is yet to be announced.
Steve Buchan, general manager at Museum of Illusions Manchester, said: “Manchester has truly embraced the Museum of Illusions – over 200,000 visitors in our first year is proof that the city loves an illusion, and there’s a real appetite here for experiences that spark curiosity. What’s delighted us most is the diversity of our audience: from families and schools to tourists and professionals, everyone finds their own way to experience the Museum of Illusions. As the brand turns 10 globally, it’s exciting to see Manchester stand proudly as one of the largest sites in Europe.”
The success of Museum of Illusions’ first UK location reflects wider sector growth in the leisure and hospitality markets. Demand for interactive, immersive, and educational ‘edutainment’ experiences has grown significantly, as audiences increasingly seek ways to combine fun, curiosity, and learning in a post-COVID climate.
Looking ahead, Museum of Illusions Manchester plans to enhance its offering further. Later this year, a new digital guide will provide a deeper, science-led exploration of optical illusions, while partnerships with schools and community groups will expand. The museum is also committed to regularly updating exhibits to ensure that every visit remains surprising.
Globally, the Museum of Illusions network of over 60 museums has welcomed more than 25 million visitors worldwide over the last 10 years.
