New museums are increasingly becoming experiences: "This is our vortex tunnel"

Amsterdam is seeing a rise in 'experience museums' focused on social media photos and immersive activities rather than traditional art collections. While these commercial venues aim to make learning and culture accessible, critics argue they do not meet the traditional definition of a museum as a non-profit institution. Statistics show the number of museums in the Greater Amsterdam region increased from 75 to 100 between 2020 and 2025.


