With 10,200,000 visitors last year, the Louvre is back on the podium of the most visited museum in the world, with several hundred thousand visitors on top of the National Museum of China, the British Museum and the National Gallery in London, the New York Metropolitan Museum, the Vatican, and the London Tate. In addition to the Louvre, two other Parisian museums are among the twelve most visited museums in the world, the Orsay Museum and the Pompidou Center.
After the terrorist attacks of January and November 2015, tourism in Paris and its museums suffered a considerable break. With some speed, 2016 and 2017 announced a recovery confirmed last year, for reasons of very diverse nature. In the opinion of the president-director of the Louvre, Jean-Luc Martínez, the works and investments made, for a sum of more than 60 million euros, have contributed to improve more effective and profitable promotion and reception services. Púdico and elliptical, Martínez comments: «It is not about welcoming more, but about welcoming better».
Temporary exhibitions may not be the loudest "highlight" of the Louvre. The great Delacroix retrospective (1798-1863) "alone" was visited by 540,000 of the 10.2 million visitors last year. Other exhibitions of 2018, such as "The France of the Great Century", "A Dream of Italy" or "The colour engraving of the sixteenth and seventeenth centuries in Europe", among others, also did not arouse a massive popular enthusiasm. To the contrary.
65 million digital visits
Crudely, the promotion of the video made by Beyoncé and her husband, Jay-Z, the spring / summer of 2018, perhaps had a much more obvious advertising impacts. On the occasion of the release of their new album, "Everything is love", the couple Beyoncé-Jay-Z launched a promotional video, "Crazy in love", made in the most noble halls of the Louvre, "promoting" masterpieces of the art of our civilization, from the Venus de Milo to the Mona Lisa.
In total, «Crazy in love» made a very personal «praise» of 17 masterpieces, with a brilliant advertising success: more than 65 million visits on a digital platform aimed at the general public. Without a doubt, the Louvre does not need Beyoncé's publicity to be a great museum, not only a national one. However, the French Ministry of Culture and the management of the Louvre began to collaborate and appreciate the advertising services of the American singer and businesswoman since 2014, when a first advertising video was filmed, focusing on the Mona Lisa. That operation was a success, confirmed four years later.
The Louvre has other advertising, national and international, no doubt. But perhaps it is not a coincidence that the American and Chinese public (2.5 million visitors) are as numerous as the French (another 2.5 million). And much more numerous than the groups of children and students who visit the museum with their parents and teachers, participating in "workshops" between pedagogical and informative, aimed at "initiation" into art.
The promotion of own funds, through permanent or temporary exhibitions outside of Paris, also confirms an "exporting" vocation that serves as a solid support for the institution. The Louvre de Lens, in the north of France, is confirmed as a solid decentralizing experience, with very large public exhibitions, such as the last devoted to love, through the collections of the Parisian Louvre. «The Louvre Museum in Tehran» has been an experience between diplomat and «exporter». "The art of portraiture" in Tokyo, and "Music and sounds" in Madrid and Barcelona, have been visited by hundreds of thousands of visitors with obvious "side effects" in the Parisian Louvre. "Art is a dirty job, but someone has to do it," says a legendary graphite by an unknown author that circulates today in several Parisian fashion windows.