The Belgian museumpass, the largest museum subscription in the country, is celebrating its fifth anniversary. Since 2018, the project has grown to become an indispensable component of the museum sector.
The numbers are impressive: the offering now includes twice as many museums as it did at the start, pass holders have made 2.5 million visits, and museumpass has contributed over €12 million in revenue to the museums.
In just five years, the museum pass has evolved into a cornerstone of the museum sector. Previous research has shown that pass holders visit museums four times more often than before. Museums benefit from the subscription formula through increased visits and revenue since each museum receives compensation for each visit, resulting in €12 million in support to the sector since the start.
Erika T'Jaeckx, the director of museum pass, notes, "The number of pass holders continues to increase significantly. Currently, we have 165,000 active pass holders, which is 60,000 more than in the same period last year."
To celebrate its fifth anniversary alongside museums and pass holders, museum pass is launching various initiatives to inspire people to embark on museum adventures. Museum visitors across the country will be treated to 5 tons of merci-chocolate and a series of additional gifts and benefits.
Additionally, the organization is introducing a revamped version of the museum pass app to make museum trips even more accessible. The new app allows users to save their favorite exhibitions in a wishlist and share them with others.
As a grand finale, museum pass is releasing a Limited Edition museum pass in collaboration with the National Lottery. Designed by artist Jean Jullien, a global Instagram sensation with 1.2 million followers, the pass is currently on display at the MIMA museum in Brussels.
Anna Melnykova, "Palace of Labor (palats praci), architector I. Pretro, 1916", shot with analog Canon camera, 35 mm Fuji film in March 2022.
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