Museums miss out on over-65s and school classes

Two-thirds of Dutch museums are very concerned about the considerably lower number of visitors who come to visit them in corona time. Especially over-65s, school classes and foreign tourists fail. According to the Dutch Museums Association, this is a major concern in both the short and long term. Audience income is under severe pressure. And we know from the previous crisis that the recovery of museum attendance has taken a long time

Research by Validators and Terra Nova Partners shows that although 98% of those surveyed call a museum visit ‘relaxing’, in times of corona the relevance to undertake a cultural outing is now lacking. People prefer not to take unnecessary risks. Elderly people in particular are very cautious and only go out for much-needed appointments and activities.


Overall, the number of visits to museums has decreased, says Museum Association director Mirjam Moll. We see that some people are less likely to go to museums than before, but at the same time there was an increase in families and millennials visiting museums this summer. For example, more children have taken part as Museum Inspectors this summer than ever before. This period offers museums the opportunity to interest new audiences (online) and to welcome them to the museum

Remarkably enough, the research also shows that 70% of participants think that visiting a museum can be done safely and responsibly in this corona period. Fixed walking routes in particular offer a strong sense of safety. Moll emphasises that they are used in almost all Dutch museums, entirely in accordance with the corona protocol drawn up by the Museum Association in May.

For many museum cardholders, reserving a time slot online in advance proves to be an important obstacle, which means that they are unable to visit museums. The Museum Association emphasises that most museums can already be visited without making a reservation in advance and advises people to check out first. Spontaneous visits are again possible in almost 70% of museums