The Box, Plymouth’s flagship museum and art gallery, has announced a record-breaking performance for 2025, surpassing its annual visitor target by 18%. Since opening in 2020, the institution reached a milestone of 1.1 million total visitors, driven largely by the massive success of the 'Beryl Cook: Pride and Joy' exhibition. The show attracted 52,000 visitors in just its first nine weeks, with nearly half of those attendees traveling from outside the local region.
These figures underscore the museum's growing role as a significant economic driver for Plymouth’s hospitality and tourism sectors. By leveraging high-profile exhibitions—including the display of Sir Joshua Reynolds' portrait of Mai—The Box has successfully transitioned from a new local venue into a national cultural destination. The surge in attendance demonstrates the high public demand for accessible, high-quality regional programming and the enduring popularity of local icons like Beryl Cook.