Rijksmuseum 2020: Digital Surge Offsets Record Low Visitors

The Rijksmuseum in Amsterdam reported a dramatic drop in physical visitors in 2020 due to the pandemic, with only 675,000 visitors—the lowest since 1964 when 686,553 people visited. This compares to 2.7 million in 2019. However, the museum saw a significant increase in digital engagement: over 5 million unique visitors to its website and a 23% rise in social media followers. Director Taco Dibbits attributed this success to online initiatives around Rembrandt's "Night Watch," including the Operation Night Watch page with research videos and articles, and the interactive virtual tour "Experience The Night Watch" developed with public broadcaster NTR. The museum shared the largest and most detailed image ever of the painting. Dibbits emphasized that people seek rich experiences, making it crucial for the museum to remain open both physically and online.