With museum attendance on the decline in the last few years, Italy's association of state museums, MiBAC, is trying hard to attract people to art. Using the occasion of 150 years of Italian Unity, MiBAC has launched a set of promotions to attract bigger crowds including more innovative and interesting exhibitions and free admission (see list).
For example, to celebrate Valentine's Day, MiBAC is offering two-for-one entrance for couples over the weekend of February 12 and 13. A new initiative in 2011, called Art that Wishes You a Happy Birthday, grants free entrance to all state-owned museums nationally to Italian and European union nationals on their birthday (upon valid identification); for those whose birthdays fall on a day of closure, the free admission is granted on the next day of opening.
March 8 Women's Day
free entry to women only