National Holocaust Museum UK

What National Holocaust Museum UK does

The National Holocaust Museum UK, legally Beth Shalom Limited (registered charity number 509022 in England and Wales), is a permanent Holocaust memorial and education site located at Acre Edge Road, Laxton, Newark, Nottinghamshire. Founded by the Smith family in partnership with Jewish Holocaust survivors, it operates as the UK's only permanent site combining Holocaust remembrance and education. The museum's offering centres on The Journey exhibition — reopened in 2025 after a £2 million upgrade and described as the only Holocaust exhibition in Europe designed for children — alongside The Holocaust Exhibition, a growing collection of 1,000+ artefacts, Memorial Gardens featuring 1,000 dedicated white roses, and The Forever Project, an interactive digital initiative preserving survivor testimonies. Educational products include structured Schools Programmes (Primary, Secondary, Post-16, Alternative Provision, Teacher Training), handling-box workshops, and Touring Exhibitions extending reach beyond the physical site.

The organisation generates revenue through a diversified charity model: ticket sales, three-tier membership subscriptions (£7.50, £15, and £30 per month), one-time and recurring donations, an on-site bookshop, charitable grants from foundations including Pears Foundation, Claims Conference, Heritage Lottery Fund, and Arts Council England, and legacy giving via the Beth Shalom Raoul Wallenberg Society. Capital fundraising includes a £10 million appeal (with £152,747 raised to date) and the Tree of Hope recognition programme (£1,000–£10,000 tiers). Distribution is direct: physical visits to the Nottinghamshire site, online bookings for tickets and school programmes, and adult group bookings.

The museum serves schools (primary, secondary, post-16), teachers, adult groups, general public visitors, families, and Holocaust survivors and their descendants. Marketing reaches audiences through Twitter, Facebook, Instagram, Vimeo, TripAdvisor, email newsletters, events (including Holocaust Memorial Day), and PR. A new partnership with Genesis Philanthropy Group supports the Stand Up Project for education and outreach. Strategic positioning is anchored on combating misinformation, antisemitism, and racism through age-appropriate Holocaust education, with the 2026 Great British Summer Savings pricing scheme representing the most recent commercial initiative.

Name

National Holocaust Museum UK

Legal name

Beth Shalom Limited

Website

https://holocaust.org.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The National Holocaust Museum UK (Beth Shalom Limited, charity 509022) operates the UK's only permanent Holocaust memorial and education site in Nottinghamshire, delivering immersive exhibitions, survivor testimonies, memorial gardens, and structured school programmes to UK students, teachers, families, and adult groups.

Ownership category

akta.pro rank

Product category

Museum and Cultural Education

NAICS

Museums (712110)

akta.pro primary industry

History Museums (THAJADAB)

akta.pro secondary industries

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI), Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

Keywords

• Holocaust education
• Museum exhibitions
• School programmes
• Memorial gardens
• Survivor testimonies

Headquarters

HQ city

Laxton, Newark

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Ticket Sales: Visitors pay for admission to exhibitions and the museum
2. Membership Subscriptions: Monthly or annual membership providing free entry, event invitations, and merchandise benefits. Three tiers: £7.50, £15, and £30 per month
3. Donations and Fundraising: One-time and recurring donations, campaign appeals, and legacy giving through the Beth Shalom Raoul Wallenberg Society
4. Bookshop Sales: On-site bookshop selling Holocaust-related literature and merchandise
5. Charitable Grants: Funding from trusts, foundations and organisations including Pears Foundation, Claims Conference, Heritage Lottery Fund, and Arts Council England

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The National Holocaust Museum UK operates a permanent museum site in Nottinghamshire combining Holocaust remembrance with education. It runs physical exhibitions (including The Journey exhibition for children and the main Holocaust Exhibition), memorial rose gardens, digital survivor testimony projects, touring exhibitions, and structured educational programmes for schools. The organisation delivers curriculum-aligned learning for primary and secondary students, teacher training, and community engagement, supported by memberships, donations, charitable grants, and ticket sales.

Product overview

The National Holocaust Centre and Museum is a UK-based charitable museum offering a combination of physical exhibitions, educational programmes, and memorial services. The core products include The Journey Exhibition (the only Holocaust exhibition in Europe designed for children, recently upgraded for £2 million), The Holocaust Exhibition, Collections (artefacts and historical items), Memorial Gardens (with 1,000 dedicated white roses), The Forever Project (interactive digital testimonies), and Touring Exhibitions. Educational offerings encompass structured Schools Programmes for primary and secondary students including immersive sessions taught by professional educators. The museum operates membership and donation programmes including the Tree of Hope sculpture dedication and Memorial Rose Gardens friendship, providing ongoing funding for its educational and commemorative mission.

Differentiator

Problem solved

Functional benefit

Brands

• Tree of Hope: A permanent sculpture featuring green and silver leaves and white roses representing support for the Centre, available at different gift levels (£1,000 for green leaf, £5,000 for silver leaf, £10,000 for white rose).
• The Journey
• Beth Shalom Raoul Wallenberg Society
• The Forever Project

Products and services

• The Journey Exhibition The primary Holocaust exhibition designed specifically for children, reopened after a £2 million upgrade. It provides an immersive educational experience for primary and secondary school children.
• The Holocaust Exhibition The main permanent exhibition documenting the Holocaust, providing remembrance and education on the genocide of European Jews.
• Collections The museum's growing collection of artefacts including historical objects, photographs, and documents related to the Holocaust and Holocaust survivors.
• Memorial Gardens Memorial rose gardens featuring 1,000 white roses dedicated to victims of the Holocaust, providing a peaceful space for reflection and remembrance.
• The Forever Project An interactive digital project that preserves survivor testimonies and allows visitors to engage with Holocaust history through technology.
• Touring Exhibitions Mobile exhibitions that bring Holocaust education and awareness to venues across the UK and beyond.
• Schools Programmes Comprehensive educational programmes for schools including Primary Schools 'The Journey', Secondary Schools & Post-16, Alternative Provision Workshops, Teacher Training, and Breaking the Cycle.
• Membership Programme Three-tiered membership programme with Tier 1 at £7.50/month, Tier 2 at £15/month, and Tier 3 at £30/month. Benefits include free entry, event invitations, book choices, and enamel White Rose lapel pin.
• Handling Box Sessions/Workshops Interactive workshops including 'Becoming a Refugee', 'Experiencing Liberation', 'Jewish Identities', and 'Jewish Resistance' where participants handle historical objects to learn about the Holocaust.
• Survivors Programme Programme focused on preserving and sharing survivor testimonies, connecting visitors with Holocaust survivors and their stories.
• Memorial Rose Gardens Friendship Monthly pledge programme at £3/month supporting the Memorial Rose Gardens. Friends receive a copy of 'Behind the Rose' book and free museum access.

Quantifiable outcome

• 4-hour immersive educational sessions for schoolchildren taught by professional educators

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Genesis Philanthropy GroupmajorStrategic or Co-development PartnerSupports the Stand Up Project at the museum, a joint initiative for education and outreach.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wiener Holocaust Library: London-based Holocaust documentation and education institution, the UK's largest archive on the Holocaust. Directly comparable as a UK Holocaust education and remembrance body serving researchers, schools, and the public.
• Holocaust Exhibition and Learning Centre: UK-based Holocaust education centre at the University of Huddersfield offering exhibitions and learning programmes. Directly comparable as a regional UK Holocaust remembrance and education institution with overlapping school and adult audience.

Broad incumbents

• Imperial War Museum London: Major UK museum network with a dedicated Holocaust Gallery in London. Overlaps in Holocaust exhibition content and educational programming but operates across broader 20th-century conflict themes rather than specialising in the Holocaust.
• United States Holocaust Memorial Museum: US federal Holocaust memorial museum in Washington, DC. Comparable as a major permanent Holocaust remembrance and education institution with structured visitor experience, exhibitions, survivor testimony programmes, and global educational outreach.
• Auschwitz-Birkenau Memorial and Museum: State-run memorial and museum at the former Nazi concentration and extermination camp in Poland. Comparable as a globally significant Holocaust site combining preservation, exhibition, education, and visitor services.
• Yad Vashem: World Holocaust Remembrance Center in Israel. Comparable as the global benchmark for Holocaust remembrance, education, research, and survivor testimony — overlapping strongly with the National Holocaust Museum's mission but at vastly greater scale and international reach.

Emerging players

• Anne Frank House: Amsterdam-based museum at the location of Anne Frank's hiding place. Comparable through its focus on Holocaust education, visitor engagement, and survivor-related testimony, though narrower in scope (single personal narrative) than the National Holocaust Museum's broader historical remit.

Regional players

• Sydney Jewish Museum: Australian Jewish heritage museum with Holocaust exhibitions and survivor testimony programmes. Comparable as a Jewish-heritage institution with Holocaust education focus, but operates in a different geography with a distinct diaspora audience.
• Montreal Holocaust Museum: Canadian Holocaust education centre with exhibitions, survivor testimony archives, and school programmes. Comparable in educational mission and visitor experience model, but serves a North American French/English-speaking audience.

Others

• Holocaust Educational Trust: UK charity focused on Holocaust education, school visits to Auschwitz-Birkenau, and teacher training. Comparable as a UK Holocaust education organisation with overlapping school and teacher audiences, though it is an outreach/advocacy body rather than a museum operator.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/HolocaustCentUK
• YouTubevimeo.com/user18958039
• Facebookfacebook.com/NationalHolocaustMuseum
• Instagraminstagram.com/nationalholocaustmuseumuk
• LinkedInlinkedin.com/company/the-national-holocaust-centre-and-museum

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National Holocaust Museum UK