Museums in China are experiencing huge increases in visitor numbers. However, this rising demand has led to challenges such as overcrowding and the emergence of ticket scalping. A recent report from China Daily sets out how Chinese museums are turning to technology to innovate their offering and enhance the overall visitor experience.
Rising popularity and museum expansion
The Chinese government’s commitment to free admission policies has significantly contributed to the public’s love for museums. With over 90 percent of public museums offering free entry since 2008, the central government provided funding of 330 million yuan ($46.2 million) last year to support this initiative.
There has also been a shift in visitor demographics over the past decade. While museums were traditionally popular among seniors, the younger generation, especially those in their 20s and parents with children, now constitutes a substantial portion of museum-goers. This change reflects a growing enthusiasm for cultural experiences and a desire to learn more about Chinese heritage.
China witnessed the construction of an additional 383 museums last year, bringing the total to 6,565. Despite this growth, the overwhelming demand during peak periods, such as the National Day holiday, has led to overcrowding and discussions on social media platforms regarding the difficulty of obtaining admission tickets.
Overcrowding and ticket scalping
The Nanjing Museum in Jiangsu province faced a surge in demand, prompting them to raise the daily visitor limit from 18,000 to 25,000 during the summer vacation.
However, scalpers using automation software were able to snap up tickets in seconds via the online booking system, leaving hundreds of genuine visitors without tickets.
Extended opening and innovative experiences
As well as increasing visitor limits, museums have tried extending their opening hours and diversifying their activities to attract a wider audience spread out over a longer day.
Museums are transitioning from being solely collectors and protectors of artworks to becoming cultural service providers. This could be by offering other activities such as night galas, immersive shows, classical music concerts, and interactive experiences to cater to the diverse interests of visitors.
AI, digital, VR and metaverses
To cope with large numbers of potential visitors, museums are deploying artificial intelligence (AI) to assist and interact with the public. This helps alleviate staffing shortages during peak visitation periods.
Museums are also incorporating technology such as VR, AR, and AI to enhance visitor experiences.
Some museums like the Nanjing Museum are exploring creating digital museums and exhibition halls, with virtual displays and online shows being used to reach audiences who cannot secure admission tickets. The experience at home may even be better than attending a crowded exhibition.
The Prince Kung’s Palace Museum in Beijing, which received five million visitors last year compared to three million the previous year, is to launch an online version of the museum which presents views in each of the four seasons. The four mascots of the museum will act as digital AI avatars, answering visitors’ questions.
Future museum technologies
In 2022, 50 museums in China released a proposal with academics, for museums to actively engage in developing metaverses. This would involve creating virtual reality spaces where users can interact with computer-generated environments and other users. The goal is to make museums more accessible and inclusive.
Liu Wentao, deputy director of the Shanghai Museum, encouraged museums to utilise available new technologies to deliver a better visitor experience:
“In the future, museums will be spaces without walls. They should be open to everyone.”
China has plans to become a ‘museum powerhouse’ by 2035 by developing outstanding museums with Chinese features and attractions through a ‘Museums of Excellence Development Plan’. Chinese museums have been quick to adopt new technologies including developing digital collectibles as an alternative to NFTs.
