We chat to Alexandra Rocheteau-Hasan, travel trade & group sales manager at Imperial War Museums, about the enhanced experiences on offer for groups across all five sites.
What do the IWM sites all have in common?
All five IWM sites tell the stories of people whose lives have been shaped by conflict, from the First World War to the present day. Each site uses authentic objects, personal stories and immersive experiences to help visitors understand the impact of war on individuals and society.
Anything new for groups visiting this year or next you can share with us?
We have an exciting programme of new exhibitions and events across our sites. At IWM London, groups can experience Childhood in War, which opened in July 2026, and Beauty and Destruction: Wartime London in Art, on display until November 2026 and pair it with a dining experience in one of the museum’s iconic event spaces.
At Churchill War Rooms, groups can now enhance their visit with afternoon tea and other dining experiences, offering a unique opportunity to enjoy hospitality in the very place where wartime decisions were made.
At IWM North, groups can also book talks, guided experiences and dining packages in our striking event spaces, adding extra value to their visit.
Across HMS Belfast and IWM Duxford, visitors can enjoy new displays, special events, tours, talks and immersive experiences throughout the year.
Group visits to IWM
Groups of 15 or more are offered reduced admission rates at the Churchill War Rooms, IWM Duxford and HMS Belfast, while entry to both IWM London and IWM North is free. Private guided tours are available to groups at all sites except IWM North.
How do you help make things easier for groups?
We can offer an introduction welcome to groups on request and work with the group organiser to help them select the best option for their group from our range of group products; we also ensure a seamless experience on the day of their visit.
We are currently reviewing our group booking processes to make planning and booking visits even simpler. Our aim is to create a more streamlined experience, improve communications and develop terms that are increasingly favourable for group organisers. In addition, we offer dedicated support for group enquiries across all five IWM sites.
What’s your favourite thing about working at IWM?
What I love most about working at IWM is that every day I’m helping people connect with real stories that have shaped our world. Whether it’s standing in Churchill’s wartime bunker, stepping aboard HMS Belfast, seeing iconic aircraft at Duxford or hearing personal experiences of conflict at our museums, each site offers something completely different and memorable.
I really enjoy introducing groups to the breadth of what IWM offers. It’s incredibly rewarding to see visitors leaving inspired, having discovered stories, objects and places that they may never have experienced elsewhere.
Find information about group visits to all IWM sites at: iwm.org.uk.
