The director of Madrid's world-renowned Prado Museum has declared the institution does not need 'a single visitor more' after it recorded its highest-ever annual attendance. The announcement comes as the gallery seeks to avoid the pitfalls of overtourism that have plagued other major cultural sites like the Louvre in Paris.
Record Numbers Prompt a Strategic Pause
In 2025, the Museo del Prado was visited by 3,513,402 people, an increase of over 56,000 from the previous year. Over the past decade, visitor numbers have surged by more than 816,000. The museum, home to iconic works such as Velázquez's Las Meninas and Hieronymus Bosch's The Garden of Earthly Delights, is clearly a global magnet for art lovers.
However, rather than celebrating, the Prado's director, Miguel Falomir, struck a note of caution. 'We feel comfortable with 3.5 million,' Falomir stated at a press conference. 'A museum's success can collapse it, like the Louvre, with some rooms becoming oversaturated. The important thing is not to collapse.' He emphasised that the visitor experience should not resemble 'catching the Metro at rush hour.'
Introducing 'Plan Host': Quality Over Quantity
To address these concerns, the Prado has initiated a new strategy named 'Plan Host'. The core objective is to shift focus from sheer visitor numbers to the quality of the museum experience. Falomir argued that a museum should not be judged on attendance figures alone, stating, 'The quantity isn't as important as the quality; there should be a diverse and inclusive range of visitors.'
Key measures under Plan Host include:
- Optimising entrance procedures to reduce queues.
- Rethinking the size and flow of visitor groups.
- Enforcing a no-photography policy in the galleries to improve the contemplative environment.
Falomir also revealed that 65% of visitors in 2025 were international, expressing a desire to attract more Spanish nationals to one of the country's premier cultural treasures.
Learning from the Louvre's 'Physical Ordeal'
The Prado's proactive stance appears to be a direct lesson from the well-publicised struggles of the Louvre. A year ago, a leaked memo from its director described visiting the Parisian museum as a 'physical ordeal', citing insufficient space, poor signage, and inadequate food and restroom facilities.
By launching Plan Host now, the Prado's management hopes to implement sustainable solutions before overcrowding degrades the visitor experience and the integrity of the artworks' setting. The move signals a growing awareness in the museum world that unchecked growth can undermine the very mission of cultural institutions.
The Prado's challenge is now a delicate balancing act: maintaining global accessibility and prestige while preserving the serene, educational environment essential for appreciating its unparalleled collection of masterpieces.
