The State Hermitage Museum has initiated significant changes aimed at enhancing the visitor experience by introducing free admission days linked to public holidays rather than fixed dates each month. This announcement was made by the museum’s General Director, Mikhail Piotrovsky, during a press conference held on March 5, 2025.
Instead of the previously established fixed days for free entry, the Hermitage will now waive entrance fees on holidays. Piotrovsky explained the motivation behind this change, stating, "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," he remarked.
The first free admission day under this new principle took place on February 23, 2025, coinciding with Defender of the Fatherland Day. Piotrovsky noted the attendance on this day was satisfactory, saying, "Attendance on [February 23rd] was good, but not unreasonably high." Following this, the museum plans to offer free admission again on March 8, 2025, to celebrate International Women’s Day, and on May 18, 2025, for International Museum Day.
Piotrovsky outlined additional plans during the announcement, indicating, "Approximately six free days are already planned, but additional dates will be selected as needed." This structured approach aims to both attract more visitors and make significant days more meaningful. Visitors can expect nearly monthly free entry opportunities, with the next one scheduled for International Women's Day, providing access to both the main museum and the General Staff building.
Alongside this shift, it was made clear by Piotrovsky there will not be any free admission days implemented during the summer months. This decision reflects the museum's focus on maintaining quality and accessibility without overwhelming crowds. The summer months are typically busy with tourists, and this choice is expected to balance visitor traffic during peak times.
The Hermitage leadership believes the festive nature of public holiday admissions will generate excitement and attendance, enhancing the cultural experience for visitors. This policy not only aims to streamline visitor experiences but also encourages cultural engagement on special occasions, transforming how locals and tourists alike experience one of the world's most renowned art havens.
For those planning to visit, the museum emphasizes the importance of early booking for the free days. An individual visitor is allowed to secure up to three free tickets online or at the ticket office, which encourages planning and ensures entry even on busy days. Potential free admission days also include significant dates such as December 7, Saint Catherine's Day, though these will be announced at later phases depending on visitor trends and feedback.
Piotrovsky's leadership focuses not just on increasing attendance, but also on the quality of the visitor experience. By moving away from conventional free-admission days, the Hermitage hopes to craft memorable encounters with art and history for every visitor walking through its storied halls.
These changes arrive at a pivotal time for cultural institutions around the world, as museums seek to adapt to contemporary expectations of accessibility and engagement. By linking free admittance days directly to public holidays, the Hermitage aligns itself with broader trends aimed at fostering community involvement and cultural appreciation through accessible art and history.
Overall, the State Hermitage Museum’s new policy on free admission by holiday aims to create not only more engaging visitor experiences but also to remain adaptable to future arts and cultural demand. Mikhail Piotrovsky concludes, "This approach will serve to enrich our community’s access to culture, providing opportunities to celebrate our collective heritage during our most meaningful times together."