The MAXXI National Museum of the 21st Century Arts in Rome is launching a series of promotions to attract new visitors during "a time of crisis", according to the foundation's new president Giovanna Melandri, minister of culture in two centre-left governments from 1998-2001.
Between 10 and 20 January all tickets are reduced from €11 to €8, while visitors under 26 years can avail of a two-for-one offer: buy one ticket and get one free.
Located in the city's Flaminio district, the national museum's 2013 exhibition season begins on 23 January with the inauguration of the show “Alighiero Boetti a Roma”.
Until then, Melandri says that visitors can enjoy the museum's current exhibitions: "Discover Le Corbusier's love for Italy; the fantasy world of William Kentridge; the starlike cities of Grazia Toderi and the light installations of Proiezioni; and models of architecture that have transformed Italy from the 18th century to today."
The museum's Christmas period saw a visitor increase of over five per cent on the previous year.