ABSTRACT
Almost ten years ago now, coming from the business community, I was appointed to my present post with the Museum Year Pass Foundation (MYP for short). Founded by the Dutch Museum Association and the Ministry of Cultural Affairs, we, as an autonomous and non-subsidized organization, concentrate on stimulating visits to the Dutch museums. The issue, or sales as the case may be, of the MYP through about 500 museums and national tourist offices is one of the methods which we apply, besides regular promotional campaigns via the press, television programmes, radio programmes, television spots and numerous ad hoc activities like organizations of the National Museum Weekend, these again are some of the items we are using to stimulate the museum visits.
