Dutch museums welcomed 31,6 miljoen visitors last year, marking a 2.5 percent increase compared to the previous period and bringing the cultural sector within reach of pre-pandemic attendance figures, the Museumvereniging reported. The modest growth indicates a steady recovery for institutions across the Netherlands, though the overall figures remain slightly below the 32,6 miljoen visits recorded in 2019.
Museum Attendance Rebounds Toward Pre-Pandemic Levels
The total number of visits grew across almost the entire country during 2025, according to data from the Museumvereniging, which represents 492 affiliated institutions. Regional growth varied significantly, with Noord-Brabant seeing a 7.4 percent jump to over 1,7 miljoen visitors, while Friesland experienced a 7 percent increase to 888,000.
In contrast, Zeeland proved to be the sole province where attendance declined, dropping 5 percent to 417,000 visitors. Noord-Holland remained the largest draw, pulling in more than 12,6 miljoen visitors—largely driven by international tourists visiting major art institutions—while Zuid-Holland followed with 6,5 miljoen visits. Foreign tourists accounted for more than a quarter of all museum visitors nationwide, and youths under 18 contributed 6,1 miljoen visits.
Museum Card Usage Hits Record Highs
The rise in attendance was heavily supported by the country’s unlimited-access pass program. The Museumvereniging reported that visitors used the Museumkaart for 9.7 million entries last year, representing one-third of all museum visits nationwide. This figure surpasses pre-pandemic usage from 2019 by 5 percent, marking an all-time high for the pass. Vera Carasso, director of the Museumvereniging and Stichting Museumkaart, attributed the milestone to growing public trust. “We see the fact that more and more people are visiting museums as a sign of engagement and trust,” Carasso stated, emphasizing the sector’s responsibility to keep facilities accessible.
Public Trust and Societal Value Highlighted by Research
Public appreciation for Dutch museums remains high, according to an Ipsos I&O study conducted between August 12 and 16, 2026, among 1,622 Dutch adults. The research revealed that 74 percent of adults view museums as valuable to society, with 43 percent saying they have much value and 31 percent citing a great deal of value.
Nine out of ten Dutch residents visit a museum at some point, with a quarter going three or more times a year, 32 percent visiting once or twice annually, and 31 percent going less than once a year. Only 11 percent reported never visiting.
Also, 69 percent of respondents consider museum exhibition information trustworthy, and 65 percent believe museums handle facts with care. Seven out of ten people surveyed would recommend a museum visit to others.
Museums Invest in Outreach Despite Rising Operating Costs
Despite growing visitor numbers and strong public backing, institutions face ongoing financial hurdles. The Museumvereniging stated that museums continue to invest in accessibility, education, digitalization, and public outreach despite rising operating costs and persistent financial pressure.
The association argues that museums function as more than storage spaces for historical collections, describing them as foundational to the country’s collective memory and social cohesion.