Museum visitor numbers nearly double after free entry introduced

Visitor numbers at Jersey Museum almost doubled in the first year after entry was made free, according to a new report.

The government began covering admission costs in July 2024, resulting in a 97% rise in footfall by July 2025, the arts, culture and heritage delivery report found.

Louise Downie, director of curation and experience at Jersey Heritage, said free access was important to ensure everyone could engage with the island’s heritage, regardless of their financial circumstances.

She added that access to heritage had been shown to benefit wellbeing, mental health and social interaction.

The government currently provides a £284,000 annual grant to cover the cost of free admission. Downie said she hoped funding would continue so the museum could remain free to visit.

The report also revealed the government spent nearly £11.5m on arts, culture and heritage last year, with more than half allocated to Jersey Heritage. The funding forms part of a commitment to spend 1% of net revenue on the sector.

Organisers of the Battle of Flowers are also hoping to keep their event free after last year’s parades removed entry charges for the first time. Chair Martyn Maguire confirmed this year’s event would again be free after securing a £160,000 government grant.

He said the long-term aim was to keep the event accessible, despite the costs involved in staging it.

“It’s a bit of a double-edged sword,” he said. “It costs us money to put it on, but we need to keep it free to attract people and encourage participation.”

The 2025 parades attracted 6,000 more spectators than the previous year. Other free events also saw strong attendance, with more than 42,000 people visiting Bubbletecture and Channel Islands Pride drawing its largest crowd yet of 12,000.

A survey found 57% of respondents said they would not have attended the 2025 Battle of Flowers if there had been an entry fee.

Economic Development Minister Kirsten Morel said the government remained committed to investing a significant share of annual funding in arts, culture and heritage.

The BBC has contacted Morel to ask whether free entry for the Battle of Flowers and Jersey Museum will continue. Some politicians have previously raised concerns that maintaining the 1% funding pledge could require cuts in other areas.