A record 1.5 million people now hold a Museumkaart, which gives free or discounted entry to 473 museums across the Netherlands, the Dutch museum association said on Tuesday.

The card is proving especially popular among people aged 45 and under. “The data show that museums are doing better than ever at connecting with new generations,” said director Vera Carasso. “They are focusing on current themes and relevant programming, including evening and weekend events.”

Museumkaart holders accounted for 31% of all museum visits last year and go to a museum on average six or seven times a year.

Overall visitor numbers remained steady, with 30.8 million museum visits recorded in 2024 compared with 30.9 million a year earlier. Around 73% of those visitors came from the Netherlands and 27% from abroad.

Although the total number of visits did not rise, museums’ income did — reaching €1.31 billion compared with €1.26 billion in 2023. Almost half of that revenue (49%) came from their own activities, such as ticket sales and cafés.