How Can Museums Attract More Visitors?

Over the past decade, we’ve witnessed profound social changes both in the UK and globally. Early predictions painted a bleak picture—traditional community spaces were closing, and people were spending more time in virtual environments. Headlines declared the death of social spaces, suggesting people would spend their leisure time isolated at home.

Yet, those predictions missed an important truth: humans are inherently social creatures. While the way we socialize has evolved, we are arguably more connected than ever before. The internet allows us to build global communities, discover like-minded people, and access cultural experiences in ways previous generations couldn’t imagine.

Museums in a Socially Connected World

Museums stand at the crossroads of this transformation. Far from being left behind, they are uniquely positioned to harness these changes and attract visitors from diverse backgrounds with varied interests.

Generation Z: The Social Generation

Generation Z, now entering adulthood with disposable income, is redefining social engagement. Politically active, community-focused, and digitally native, they seek more than static displays—they want meaningful connections with the spaces they inhabit.

Museums need to offer interactive, engaging experiences that go beyond being passive observers of collections. Gen Z is looking for:

• Investment in physical spaces where they feel welcomed.
• Communities they can engage with.
• Experiences worth sharing online.

Feed the FOMO (Fear of Missing Out)

Social media is a powerful tool in attracting museum visitors. A viral photo, a celebrity visit, or a video of a unique exhibition can spark curiosity and drive attendance.

While virtual experiences can preview an exhibition, they can’t replicate the feeling of being there in person—standing in front of a Van der Graaff generator at the Boston Science Museum or experiencing an immersive art installation.

Actionable Steps:

• Create visually striking, shareable moments within exhibitions.
• Use behind-the-scenes previews on social media to build excitement.
• Offer virtual previews for those who might be anxious about in-person visits.

Accessibility: Reducing Barriers to Entry

For some, a preview of what to expect isn’t just helpful—it’s essential. Individuals with autism, anxiety disorders, or those who simply prefer knowing what they’re stepping into benefit from clear, online information:

• Searchable collections online.
• Detailed descriptions of exhibitions and events.
• Virtual walkthroughs.

This transparency builds trust, removes barriers, and invites a wider audience.

Beyond Traditional Opening Hours

Museums often adhere to rigid opening hours, but our world no longer operates on a 9-to-5 schedule. Millions of people work night shifts or have non-traditional working hours.

Case Study: The V&A’s “Alexander McQueen: Savage Beauty” exhibition extended hours to include overnight access, allowing more visitors to experience the show and maximizing their audience.

Opportunities for Museums:

• Host late-night events or early morning previews.
• Experiment with non-traditional schedules for key exhibitions.
• Diversify attendance by aligning schedules with varied community needs.

Flexible hours aren’t just about convenience—they can actively foster inclusion and diversity among museum audiences.

Museums as Social Hubs

Museums are more than repositories of artifacts; they are community spaces where people gather, collaborate, and share experiences.

• Partner with community groups to host events beyond your usual programming.
• Offer spaces for non-traditional events—from book clubs to wellness sessions.
• Build trust and relationships with underrepresented communities.

Example: The V&A’s LGBTQ+ working group fostered trust with the community, leading to initiatives like gender-neutral bathrooms and specialized tours, creating an inclusive space that resonates deeply with visitors.

Innovation Through Collaboration

Attracting new visitors requires a willingness to innovate. What worked yesterday might not work tomorrow. Build connections with:

• Community leaders to understand audience needs.
• Local businesses for cross-promotional opportunities.
• Digital influencers to amplify your online presence.

The Future of Museums: Open, Accessible, and Relevant

In an era where digital content is abundant, museums must offer experiences that can’t be replicated online. They must be spaces where people feel:

• Welcome and represented.
• Inspired to share their visit online.
• Part of something meaningful.

As Thomas Jefferson famously said, “If you want something you’ve never had, you must be willing to do something you’ve never done.”

For museums, this means embracing change, opening doors (literally and figuratively), and committing to meaningful engagement with visitors—both online and offline. By doing so, museums won’t just attract visitors—they’ll create loyal advocates who keep coming back.