Episode description
The recession in Finland means that people there are less likely to pay for entertainment or education, and museum visits are stagnating as a result. However, the Finnish Museums Association is looking to attract more visitors with the launch of the Museum Card. The card costs 54 euros, is valid for one year from the first use, and gets the card holder into over 200 different museums in Finland. The card is based on a similar, successful card launched in the Netherlands more than 30 years ago. Although income from entrance fees only accounts for a minor part of a museum's total income, the importance of getting visitors through the front doors cannot be understated as visitors generate buzz and legitimize institutions. So far, the card has succeed in making museums more glamorous to consumers, therefore it will likely be an even bigger success in the years ahead.