The State Hermitage Museum has introduced a new policy offering free admission on public holidays, moving away from its previous model of fixed free-entry days. The initiative, announced by General Director Mikhail Piotrovsky at a press conference on March 5, 2025, is designed to attract more visitors by aligning free entry with significant public holidays.
Instead of having set dates for free admission, the museum will now waive entrance fees on holidays. Piotrovsky explained the reasoning behind the change, stating that the fixed free days were not effective in generating substantial visitor engagement. “A free day just seems uninteresting to us, especially since it doesn’t really work: there’s no point, and those who would like to come don’t always come,” Piotrovsky remarked.
The first free admission day under this new system occurred on February 23, 2025, coinciding with Defender of the Fatherland Day. Piotrovsky noted the attendance was moderate but satisfactory. Following this, the Hermitage plans to offer free access on March 8, 2025, for International Women’s Day, and on May 18, 2025, in celebration of International Museum Day.
Piotrovsky mentioned that around six free days are already scheduled, with additional dates to be determined based on visitor demand. This flexible approach ensures that special days like International Women’s Day and International Museum Day receive the attention they deserve while balancing visitor flow. The next scheduled free day is set for March 8, 2025, providing access to both the main museum and the General Staff building.
However, the museum has decided against offering free admission during the summer months, acknowledging the peak tourist season and the need to maintain a balanced visitor experience without overcrowding. The decision is expected to improve the quality of visits during busier periods.
The policy shift aligns with the museum’s broader aim of enhancing cultural engagement, drawing in both locals and tourists during significant occasions. Visitors can plan ahead by booking up to three free tickets, either online or at the ticket office, ensuring they have access even on high-demand days.
Additional free admission days could include dates like December 7, Saint Catherine’s Day, although these will be announced in future phases based on visitor feedback and trends.
Piotrovsky concluded that the changes are designed to enrich cultural experiences for all who visit, reinforcing the museum’s commitment to increasing accessibility and fostering community involvement through art and history.
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