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Te Papa Tongarewa has reported an impressive $750,000 in revenue just two months after introducing its international visitors fee.
The new charge of $35 per person introduced earlier this year, marks a step in Te Papa’s strategy to diversify its funding streams and support its long-term sustainability.
Te Papa’s head of marketing and communications Kate Camp says the fee is already contributing meaningfully to the museum’s operations.
“The fee supports the work of Te Papa to care for and share the treasures of the nation – the museum is only partly funded by government, and must raise at least $30 million each year from commercial revenues,” she says.
The introduction of the fee has been met with a positive response, largely due to the emphasis on clear communication and hospitality.
“The signage is clear, and our observations are that most people read the sign on entry and know what to do – for those who don’t, our kaimahi (staff) are there on hand to direct them,” says Kate.
Te Papa’s staff are there to assist international visitors while ensuring that New Zealanders continue to enjoy free access to the museum.
“These are handled by our hosts on the floor who are able to direct those international visitors into the ticket queue,” says Kate.
“Having the right personal welcome and manaakitanga for our visitors is a big priority since introducing the charge, and that approach is working well.”
As the initiative progresses, Te Papa is considering its next steps.
“It is not a trial price, but we are in the early stages of this new initiative, and developing a forward roadmap for pricing is part of our thinking,” says Kate.
