Magical London

Central London, London

Magical London

Magic fans, ready your wands: the ancient streets of London are full of secrets and surprises.


Team up with prestidigitator James Pritchard to uncover the magical history of London and see where today’s best performers show off their tricks. He’ll even give you a private show, in the world’s oldest family-run magic shop. (And yes, Harry Potter fans, you will visit the real-life inspiration for Diagon Alley.)

To Book

call smith24 1 800 464 2040

Contact us

From £190 for 2 people

“We discovered hidden gems, new locations, and heard tales of Houdini and beyond. For lovers of magic, of new experiences and of exploring, a SideStory tour with James Pritchard in London is a must!”

– Tania B., October 2017

Can you please pass on our huge thanks to James for being the perfect host - it was lovely spending time in his company and getting to know him. A brilliant experience.

– Alex N., May 2018

“A tour with a difference! Loved the information interspersed with magic tricks, which were fantastic. Will definitely be recommending to others, it’s magic!”

– Ian S., May 2018

“A truly wonderful afternoon. James is very knowledgeable about all things magic and made the tour interesting with background stories and anecdotes. He is a very accomplished magician himself and left us amazed on more than one occasion. I would definitely recommend this tour to anyone with an interest in magic.” 

– Terry H., June 2018

“This was probably one of the best tours I've ever been on. My sister and I were taken to areas of London we'd known all our life and told things we never knew about them, yet it never felt like a stilted tour guide thing, but more like a riveting conversation. We had a smile on our face from start to finish - utterly magical. Thank you so much James! Can't recommend this enough.”

– Cade F., July 2018

"It’s a unique, light hearted way to immerse yourself into London. A completely new perspective."

– Mel. L., February 2018
James Pritchard

Your insider

James Pritchard


An award-winning magician and member of the Magic Circle, James Pritchard will regale you with colourful tales of Houdini and his ilk as he guides you through London’s most magical spots. Then, take a seat as he intrigues and delights with his beyond-belief tricks.

Mystery meets history on this tour of one of London’s most vibrant neighbourhoods – discover the city at its most magical.

2 hours
Start Time
Tours run between the hours of 09:00 and 11:00
Call our travel specialists 24/7 on 1 800 464 2040 or contact us to find availability
Where you'll go
You’ll start near the site of the old Egyptian Hall on Piccadilly, then marvel at St James’s sites of magical significance. Master magician James will dazzle your group with a homage to Houdini, unveil local occult history and lead you to the real-life inspiration for Diagon Alley. You’ll visit the site of a shop owned by controversial (for his loose lips) magician Will Goldston and end the experience with a private show from James in one of London’s oldest family-run magic shops.
What you'll learn
You’ll pick up a (magic) bag of knowledge about London’s secret history London from Magic Circle man James, who will unveil the history of magician rivalries, enchanted automatons and Houdini’s stunts. We can’t reveal everything you’ll see in this spellbinding experience – rule number one is to never give away all your tricks – but you’ll be blown away by some sleight of hand, witness an amazing escape and perhaps even come away with a few tricks up your own sleeve…
Experience location
You’ll be meeting James Pritchard at a landmark in Piccadilly; we’ll send you the details in your confirmation.