The great attractiveness of the town has kept it on the tourist trail, especially its "perfect cobbled lanes, like Mermaid Street, which must be one of Britain's most photographed". A 2020 report praised the medieval streets "often wonky houses and it is easy to get lost in the town's history". Camber Sands beach, "with its moody sand dunes and long sandy beach", is nearby. The town and its surrounding areas were branded "1066 country" because of the historic aspects. Few statistics are published for Rye as a town, but an estimated one million visits were made in 2016.