Pokémon Go is celebrating its 10th anniversary by partnering with the National Trust, bringing special in-game events to historic sites across England, Wales, and Northern Ireland. The collaboration, announced on March 25, 2025, will see augmented reality experiences integrated into National Trust properties throughout the summer.
What the Partnership Involves
From July 2025, visitors to participating National Trust sites will encounter exclusive Pokémon Go content, including special Pokémon spawns, themed PokéStops, and unique research tasks. The partnership aims to encourage outdoor exploration and engagement with heritage locations. According to a National Trust spokesperson, the initiative is designed to “inspire a new generation to connect with nature and history through play.”
Participating Locations
More than 30 National Trust sites are expected to participate, including iconic locations such as Stonehenge, the Lake District, and Cliveden in Buckinghamshire. Each site will host exclusive events and activities, with some offering limited-edition merchandise. The National Trust manages over 500 historic houses, castles, gardens, and landscapes across the UK.
Impact on Visitor Numbers
The National Trust hopes the partnership will boost visitor numbers, particularly among younger demographics. In 2024, the Trust reported 27 million visits to its properties. A similar collaboration in 2019 with Pokémon Go led to a 15% increase in footfall at participating sites, according to internal data. The Trust expects a similar or greater impact this year.
Community and Educational Elements
Pokémon Go, developed by Niantic, has a history of location-based partnerships. The game’s augmented reality features will be tailored to each site, highlighting historical and ecological points of interest. Educational materials will be available, linking in-game content to real-world history and conservation. Niantic’s senior director of partnerships stated, “We’re thrilled to work with the National Trust to create memorable experiences that blend digital play with real-world exploration.”
Anniversary Celebrations
The 10th anniversary campaign also includes global in-game events, but the National Trust partnership is a key UK initiative. Players can expect special avatar items, increased spawn rates for rare Pokémon, and community days at participating locations. The partnership runs from July 1 to September 30, 2025.
