Nearly half of adults living in London and the South East plan to visit a museum in the next three months, according to a survey by market research agency BRDC.

The research, which was based on the views of 1,000 respondents, found that 45 per cent planned to go to a museum or gallery, 42 per cent to a historic property and 40 per cent to a public garden.

A further 38 per cent planned to go to a zoo or safari park and 35 per cent to a theme park.

Alton Towers was voted the most popular visitor attraction, with The London Eye and London Zoo in second and third place respectively.

Advertising posters at train and underground stations or by the road were deemed particularly effective for generate awareness of tourist attractions.