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Admissions Pricing Policy in Museums and its Impact

A smiling child with light skin, brown braided hair and a dark green dress. They are holding an activity sheet in one hand and using the other to point at a toy cat hiding on top of a museum display.


AIM partnered with Museums Galleries Scotland, Arts Council England, the Welsh Government, the National Museum Directors’ Council, and Art Fund, to commission DC Research Ltd and Durnin Research Ltd to explore current admissions pricing policy in museums and their impact.

This research serves as an update to related research that AIM commissioned in 2016. The study should help museums and galleries consider ways they can optimise their income and position themselves effectively in the market, while still maintaining accessibility.

Those looking to the data will find a comprehensive and detailed overview of current charging approaches, useful benchmarking data, and a range of case studies.

Alongside this in-depth research report, an accompanying Success Guide condenses crucial findings and is designed to help inform museums in the process of reviewing their pricing strategies. Key topics include the importance of business planning, 2023 pricing benchmarks, effective communication, audience targeting, and specific lessons for charging and non-charging institutions.

Download research report and success guide.
Research into Admissions Pricing Policy in Museums and its Impact - Report, Dec 2023
(PDF, 3 MB)
Research into Admissions Pricing Policy Executive Summary, Dec 2023
(PDF, 502 KB)
Success Guide, Dec 2023
(PDF, 906 KB)