The Rijksmuseum Had Its Lowest Attendance Last Year Since 1964. But Its Digital Audience Has Grown by Leaps and Bounds
The museum says it had 5.5 million unique website visitors last year, and a 23 percent increase in the number of its social-media followers.
The Milkmaid (1660). Courtesy of the Rijksmuseum, Amsterdam.
Amsterdam’s famed Rijksmuseum, which was closed for much of last year, had its lowest attendance in decades in 2020, with visitors dropping by more than 2 million to just 675,000.
That’s the lowest total for the museum since 1964, when it had 686,553 guests.
But one bright spot for the Rijksmuseum was its robust online presence, including a total website revamp unveiled in December.
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