It already attracts more than a million visitors a year. Yet these numbers could be dwarfed once Stonehenge, one of the world's greatest prehistoric monuments, completes its radical facelift.
Over the next year, the nearby road will be closed and grassed over. A new visitor center will be built a mile and a half from the monument and tourists will be encouraged to explore the ancient landscape around the 5,000-year-old complex.
The makeover falls short of plans, since scrapped, that would have seen all major thoroughfares in the area diverted through tunnels. Nevertheless Stonehenge should be returned to something like its past glory, it is hoped, and then attract even greater numbers of visitors seeking to understand the purpose of this vast, enigmatic edifice.