Feedback from 40 small, independent museums suggests that financial struggle from low footfall is a common fear
New research suggests that as many as three in five small UK museums are in fear of closure.
Research conducted with 40 small, independent museums – those with fewer than 100,000 annual visitors – found that two-thirds (64%) say the rising cost of living has led to a decline in visitor numbers.
Decreased visitor spend (61%) and fewer donations (58%) are furthering the financial strain.
The results of the study come from a survey of 40 small, independent museums (all with less than 100,000 visitors per annum) undertaken in January 2025.
Over half of the museums surveyed (58%) say overall income has not returned to its pre-Covid levels.
Consequently, three in five (58%) museums said they fear closure, and three quarters (75%) are concerned for the future of the wider sector. To protect their museum’s future, one in five (22%) have had to reduce programming and a similar number (17%) said they have reduced the days they open.
Almost nine in ten (89%) small museums say school holidays are vital to their income generation and, on average, a quarter (28%) of annual revenue comes outside of term time.
The vast majority (92%) of small museums are encouraging family visits this half term with special discounts, events, or activities.
Website company GoDaddy conducted the survey following a partnership with Kids in Museums.
It has now announced its “Small Days Out” campaign, which houses a list of museums, curated by Kids in Museums, recognised for offering families a great affordable day out.
GoDaddy is also providing access and training for museums to use Airo, its AI-powered content generation platform, as part of the initiative.
Alison Bowyer, Executive Director, Kids in Museums said small museums were facing “the most challenging period for the sector that we have ever seen”.
“In contrast to many of our European neighbours, footfall hasn’t returned to pre-Covid levels and museums are contending with many challenges. Rising costs, reduced income, and cuts to funding are all adding to the burden.
“In the toughest of times, small museums have continued to offer families a warm welcome, fun creative activities, and worked hard to be accessible to all.
“We urge people across the country to visit their local museum this half term and see for themselves that they can have an enjoyable, affordable day out on their doorstep.”
