The National Wallace Monument welcomed a record 144,200 visitors last year – another sign of the strength and growth of Stirling’s tourism economy.
It eclipses the previous peak of 140,852 visitors in 2017-18 and is an 8.2% rise on those who visited the Monument in 2024-25.
The 2025-2026 figure also exceeds the average annual number of visitors to the Monument (135,000) in the 10-year period after the release of Braveheart, which sparked a new wave of interest in the story of Wallace across the globe. Prior to the launch of the film, annual visitor numbers to the National Wallace Monument were in the region of 80,000 per annum.
Standing proudly above Stirling, the National Wallace Monument, which opened in 1869, allows visitors discover the story of Scotland’s national hero, Sir William Wallace, while enjoying spectacular panoramic views across historic landscapes. With interactive exhibits, fascinating artefacts, and woodland walks around The Abbey Craig, it’s the perfect family day out during the school holidays.
This summer, more can enjoy it for even better value thanks to a temporary reduction on all admission tickets. Until 1 September, the UK Government has reduced VAT from 20% to 5%, and these savings are being passed on directly by the Monument to visitors, with an adult ticket now only £10.68 while a family of four can enjoy the experience for only £28.10.
Convener of Stirling Council’s Finance, Economy and Culture Committee, Cllr Gerry McLaughlan said: “We are thrilled at these record visitor numbers to the National Wallace Monument, one of the crown jewels in Scotland’s tourism offering. It shows that the attraction is delivering a world-class visitor experience and is continuing to inspire people across the world, 157 years after it opened to the public.
“Thanks to our dedicated staff for making a visit to the Monument so memorable and to everyone who has chosen to come here. We are committed to investing in the Monument to enhance the visitor experience and ensure it remains a must-visit destination, drawing in both first-time and returning visitors.
“I’m also pleased we have been able to reduce ticket prices over the summer so that more visitors and families can experience a day out at Monument and everything else we have to offer in Stirling.”
It comes as figures shows that visitor numbers to Stirling have surged beyond pre-pandemic levels. Figures from the Scottish Tourism Economic Activity Monitor (STEAM) show that 4.662 million people visited Stirling in 2024, an increase of more than 10% on the previous year and higher than the previous peak recorded in 2017. The sector generated a total economic impact of £712.4 million for the region, with direct visitor expenditure rising to £506.6 million.
Stirling was also named by travel specialists TimeOut as the best place to visit in the UK in 2026 and was recognised as Scotland’s top visitor destination by Lonely Planet. The city was also recently crowned as Scotland’s cultural capital.
Cllr McLaughlan added: “This remarkable milestone for the Monument, allied to these other impressive tourism figures and accolades, is further evidence of the growing appeal of the Stirling area. We’ve got high-quality and diverse experiences, stunning scenery, world-renowned heritage, a thriving culture scene and excellent transport links, including a new train service from London.
“We will continue to work with our innovative tourism businesses and local and regional partners to support further growth in this key part of the economy and maximise the benefits for everyone across Stirling.”
Lynsey Eckford, Regional Director at VisitScotland, said: “The National Wallace Monument is one of Scotland’s most iconic attractions and a must-visit on any trip to Stirling. At a time when the rising cost of living is having an impact on visitors and businesses, these numbers are fantastic news and a testament to the hard work of staff to engage with visitors and create an experience to remember.
“Tourism and events are hugely important to Stirling with the benefits of the visitor economy felt right across the area.”
National Wallace Monument Summer Saving Ticket Prices:
Adult (Age 16+): £10.68
Concession (Age 60+): £8.75
Child (Age 5 to 15): £6.74
Child (Under 5): Free
Family A (2 adults & 2 children): £28.10
Family B (2 adults & 3 children): £34.84
Family C (1 adult & up to 3 children): £24.16
For more information on visiting the Monument, head to: www.nationalwallacemonument.com
For more information on visiting Stirling and things to do in the area, head to YourStirling.com
The National Wallace Monument was completed in 1869, and it was opened to visitors for the first time on 11 September, the anniversary of Wallace’s victory at The Battle of Stirling Bridge in 1297.
