The relationship between museums and their audiences was one of the topics discussed during a panel at the Basic Education Congress, held as part of the 29th edition of Bett Brasil, which featured representatives from two well-known São Paulo institutions: Catavento and the Museum of the Portuguese Language.

Opened in 2006 in São Paulo, the Museum of the Portuguese Language tells the story of the language and its connections across different countries. “We work on both a micro and macro level, which is why we’ve started taking the museum’s traveling exhibitions abroad, to countries such as Portugal, Angola, and Mozambique. It is estimated that by 2040, the Portuguese language will be a major consumer market; therefore, our mission is to increasingly empower our language through this exhibition space,” said Marina Toledo, coordinator of the museum’s Education Department.

Even though it has faced difficult times—such as the fire that damaged the building and forced it to close for more than five years—the venue remains a popular destination for schools and groups in São Paulo, and it also offers free, guided programs for low-income families.

The Catavento Museum, meanwhile, is located on a 13,000-meter site dedicated to the natural and social sciences in Dom Pedro Park in São Paulo. Contrary to what many people think, the museum’s curatorial coordinator, Cauê Donato, says that a large portion of its visitors do not come from schools. “We commonly welcome school groups to tour the museum, but our largest audience—about 70 percent—consists of walk-in visitors, which really encourages us.” 

How can we attract more visitors to museums?

When asked about this challenge, the speakers say that the best approach is to invest in interactivity and immersion and, of course, to encourage schools to continue serving as students’ first gateway to the world of culture.

“It may still take a generation or two for people to see museums as places for leisure and entertainment, but that’s starting to change. We need to invest in immersive and even tech-driven experiences to attract more and more new visitors,” Cauê emphasized. “School plays a key role. Many staff members working at the museum today chose their profession because they visited the museum as students. School is often largely responsible for people’s first experience at a cultural venue,” Marina added.

Share on social media: