Museum Card membership in the Netherlands reached 1.54 million in 2025, up 3.2 percent from the year before. The growth coincides with the introduction of a digital version.
Around 500,000 cardholders now use the digital format. No physical card needed. The phone does the work.
Cardholders visited museums 6.46 times on average in 2025, totaling over 9.7 million visits. This marks 200,000 more visits than the previous year.
Cardholders visit museums three times more often than people without cards. They also bring friends. About 700,000 extra visitors each year, to be precise.
The annual subscription costs 75 euros for adults and 39 euros for those 18 and under. Both provide unlimited access to over 500 museums.
Museum Association director Vera Carasso attributes much of the growth to one observation: people always have their phones with them.
Adjustments continue based on user feedback.
