Museum Pass boosts visits and revenue for Belgian culture

Museum Pass boosts visits and revenue for Belgian culture
Credit: MuseumPassMusees

The Museum Pass, launched in 2018 to drive more visitors to museums, is living up to its ambition. Those with a Museum Pass are four times more likely to visit a museum than before, which provides museums with some €1.8 million in extra revenue annually, the organisation behind the Museum Pass reported on Tuesday.

The Museum Pass, an initiative which gives access to more than 220 Belgian museums for a year, has been running for four years. Some 350,000 subscriptions have already been sold, accounting for about one and a half million visits.

"The Museum Pass's mission is to make more people visit museums more often. Four years after its launch we can say with certainty that we are achieving this ambition," said Erika T'Jaeckx of museumPASSmusées.

To find out what impact the subscription formula has on the number of museum visits and revenue for museums, the Dutch research agency SEO Economic Research conducted a large-scale survey of over 3,000 museum visitors.

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SEO's research shows that people with a Museum Pass are likely to visit museums over four times more than those without one. To this end, the pass has been an unmitigated success.

More museum visits automatically means more revenue for the museums. Participating museums receive a fee on all visits with the Museum Pass and get a commission on pass sales. This provided museums with a total income of €2.46 million from museumPASSmusées in 2021, of which €1.8 million is attributable to the extra visits made by museum pass holders.

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