Te Papa, the iconic national museum nestled in the heart of Wellington, has announced it will start charging international visitors an entry fee of $35, citing the rising costs of energy, insurance, and staffing. The new charge will come into effect from September 17th and will apply to visitors aged 16 and older. Thankfully, entry will remain free for all New Zealand residents and citizens.

The museum needs to generate an additional $30 million annually to sustain its operations, on top of the $44 million it receives from the government. The new entry fee is expected to contribute a significant portion of this amount, with the rest being covered by existing partnerships, philanthropy, commercial activities, and revenue from its cafes, shops, and car park.

Te Papa’s chief executive, Courtney Johnston, acknowledged that the museum, like many others, is facing mounting cost pressures. “Our footprint is massive, about six rugby fields,” she explained. “Maintaining the building, keeping it heated and cooled, along with other costs like cleaning and insurance, have all been increasing.”

The decision comes amidst concerns about New Zealand’s tourism recovery, which could be further impacted by rising visa charges and a potential increase in the International Visitor Levy. However, Johnston expressed optimism about the steady return of international visitors, who currently account for roughly half of Te Papa’s foot traffic.

To implement the new charge, the museum will initially rely on an “honesty-based model,” where visitors will be asked about their origin upon entry. While some visitors may slip through the cracks, Johnston believes most international tourists expect to pay an entrance fee and will actively seek out the ticket desk.

In the previous financial year, Te Papa welcomed 591,062 international visitors. While the fee could theoretically generate close to $20.7 million if applied to all those visitors, the museum anticipates a more realistic annual revenue of between $5 million and $10 million, considering exemptions for under-16s, group discounts, and potential oversight.

Although the fee may lead to a slight decrease in international visitor numbers, Johnston is confident that visitors will appreciate the value and experience Te Papa offers and be willing to pay for it.