Just a few days ago, the ranking of the most visited museums in the world in 2018 was published. Once again, the Louvre occupied the first position, and also with great satisfaction, we saw the Reina Sofía Museum in the top 20 for another year. In the world panorama, European museums have a considerable weight, with nine institutions located in the first 20 positions. Taken together, the figures reflect a 15% increase in the number of visitors, demonstrating the growing interest of the public in accessing these large collections.

Visiting the "Mona lisa" in the Louvre. Photo: Pedro Fiuza/NurPhoto — Sipa, (from Associated Press nytimes.com)

However, these data are not as flattering as it might seem. In spite of the dimensions of these enormous museums, the volume of visitors is such that the enjoyment of the works suffers and the maintenance tasks are increasingly demanding. On May 27, the Louvre was forced to close its doors by a strike called by the security personnel in protest at the lack of resources before this flood of visits. The corridors cramp, and the artworks disappear behind a parapet of raised arms, smartphone in hand, to take the souvenir photo between tourist hordes. This museum, in particular, exceeded 10 million visitors last year, which represented an increase of 25% over the previous year.

This phenomenon is linked to the boom of tourism in recent years. Not only travelling has become more affordable, but it has become one more point in the list of "things to do in life" for those of us who cross through the 21st century. The enormous range of possibilities that the present offers us collides with the need to adopt measures to protect the cultural heritage and local style of life. At the same time, it is necessary to fight against the power of attraction of some places especially demanded, something that negatively affects the sustainability of their lifestyle and the stationary character of their economy. There is much talk today about sustainable tourism, and it should be taken seriously because the displacements of people and the expansion of capitalist consumption habits have a direct impact on the environment and the conservation of monuments.

'Dalí', la exposición más visitada de Europa, by: Miguel Ángel García Vega (via blogs.elpais.com)

This is not an easy task. Tourism is one of the main economic engines in many countries. Some institutions lack the injection of public funds and must be supported entirely by their income, obtained many times from tickets’ sale. Some museums, such as the Prado, try to establish a policy that allows visitors to continue enjoying the tour and prohibits taking photographs with their phones in the showrooms. The reasons for taking this measure are multiple, and so that no one can complain (because there are those who complain), they have proceeded to digitalise the masterpieces of the collection with high definition images accessible on the official website.

These data reveal that the cultural sector is also a part of the major trends that prescribe the obligation to visit certain centres and sites and take the mandatory photo to share it on social networks. It is positive that art can be "trendy", but it is not if this trend leads to the deterioration of the museum's experience, a false knowledge of what is being seen, the kidnapping of certain institutions as opposed to others in the immediate environment that remain empty, and the standardisation of museums as a consequence of globalisation. In the debate on the future of these institutions in the 21st century, which took place in Paris in January 2018 and attended by the directors of the world's leading museums, Bernard Blistène, director of the Center Pompidou, declared: "A museum must not tend towards an ideal collection that does not exist, but must be built from its singularity. It would be ridiculous to see how museums are homogenised to respond to a definition that, in reality, we should deconstruct: that of modern art. We have to rethink the initial model."

Andy Stalman, “Louvre” (from tendencias21.net)

The future challenges for these centres are not only the need to face their activity with increasingly tight budgets but also the fulfilment of a social and cultural mission that affects society worldwide. And while working towards those objectives, issues such as sustainability and balance in the volume of visitors, are critical. Some voices suggest that decentralisation should be encouraged, opening branches of the leading museums in other parts of the world, such as the Louvre, to mention a close example, which will soon open its Abu Dhabi centre. But these solutions are a clear example of the impact of globalisation and how it also reaches the art sector. Mass tourism (and its cultural consumption) is so intimately linked to this phenomenon that statistics seem to yield contradictory results.

Museum of Natural History of London. Photo: Son of Groucho (from Flickr, via waitamoment.co.uk)

Back to the Prado, with its almost constant 3 million visits in recent years, a survey launched earlier this year to test the habits of the Spaniards indicates that only 5.7% visited the museum in the last year, that 37.5% have never visited it and 16% have no interest in doing so. We know that the statistics are that, statistics, but the data brings us closer to a reality that seems to go unnoticed. In this boom to go to the great museums, national visitors are the least interested in enjoying these institutions. And this may be the reason that explains why the large art galleries are crowded, and the most modest museums, equally interesting, remain empty. Perhaps one of the main lines of work is to continue educating in art and culture to awaken the interest of citizens to get closer to the art that they have at reach, while channelling other forms of funding for museums to ensure their sustainability without having to depend so much on the volume of visits.

Art Madrid’25 presents One Shot Collectors, a program sponsored by One Shot Hotels that returns to the fair for the fifth consecutive edition with the mission of democratizing and promoting art collecting. Aimed at collectors, professionals in the sector, and new art lovers, the program seeks to bring the public closer to the works by offering an accessible approach supported by experts.

The program is led by Ana Suárez Gisbert, an art advisor with an outstanding track record in the art market. Her experience ranges from art valuation to personalized advisory services, helping participants find pieces that suit their tastes and budget. In addition, she combines her technical knowledge with a passion for sustainability, promoting responsible practices within the art market.

Art Madrid.19ª Edition. Galería de Cristal del Palacio de Cibeles. Courtesy image. Beatriz Maestre.

Art collecting is more than a hobby; it is a passion that goes beyond owning a piece. It involves an emotional, aesthetic, and personal journey that connects the collector with the history and creative process of the artist. A collection should evolve gradually, built over time and based on information aligned with our interests. The key is to enjoy the art, without feeling intimidated, and trusting in personal taste.

So, how do we decide what to focus on and where to direct our attention? Where do we start? How do we connect one purchase to the next? A good acquisition happens when we follow our personal tastes, learning to recognize what attracts and interests us, while staying informed before and during the process.

Professional advice from an expert is a safe and consistent way to make decisions. The collector not only seeks to enhance and maximize the quality and value of their collection but also to enrich the buying and enjoyment experience.

In the 20th edition of Art Madrid’25, a consulting space will be offered, led by Ana Suárez Gisbert, Art Advisor, a Law graduate, and a certified Art Appraiser with extensive experience in the art market. This service is designed for both experienced collectors and those looking for their first collectible piece, even for corporate collectors wishing to reflect their brand values through an art collection. The Art Madrid’25 collecting program adapts to different profiles, needs, and preferences, offering a personalized journey and guidance.

Our Art Advisor will find and prepare a selection of artworks based on the requirements and budget of each buyer, as well as assist in negotiating the acquisition.

Starting in art collecting can arise from a desire for knowledge and aesthetic, social, economic, or even business exploration.

At Art Madrid, we promote collecting for individuals and companies who wish to invest in patronage. This initiative is directed at a broad spectrum of profiles, for those who wish to start or continue their collection. Art Madrid offers a wide variety of works in areas such as photography, painting, sculpture, or installation, within a broad price range.

Whether you are an experienced collector, a beginner buyer, a curious enthusiast looking for your first piece, or a company interested in reflecting its values through art, the One Shot Collectors program offers a complete experience. Don’t miss the opportunity to find a work that meets all your expectations.

The advisory service is part of the One Shot Collectors, Collecting Program at Art Madrid’25 and is completely free for those who register in advance.

If you would like personalized advice, request more information via email at vip@art-madrid.com or sign up using the following form:

ABOUT ONE SHOT HOTELS. SPONSOR OF ART MADRID

One Shot Hotels is a boutique hotel chain that focuses on design, creativity, and prime locations in cities such as Madrid, Barcelona, Valencia, Seville, San Sebastián, and Porto. Since its foundation in 2013, the brand has built a unique identity in which art, culture, and beauty are essential parts of the guest experience. Each of its hotels is designed to be much more than just accommodation: they are soulful spaces where aesthetics and artistic sensitivity are integrated into every detail.

In line with this commitment, One Shot Hotels returns as a sponsor of Art Madrid, reaffirming its support for artistic creation in all its forms. The chain sees art as a universal language that connects people and transforms spaces, and this philosophy is reflected in the design of its hotels, the selection of furniture, and the arrangement of its environments. Creativity and inspiration are experienced in every corner, offering guests an experience that goes beyond the conventional.

With an eye on the future, One Shot Hotels continues to grow and expand its presence in new destinations, while maintaining its commitment to art and culture. More than a decorative element, art is part of its essence and value proposition, creating spaces where each stay becomes an aesthetic and emotional experience.

ABOUT ANA SUÁREZ GISBERT. ART ADVISOR OF THE PROGRAM

Ana Suárez Gisbert holds a law degree from the Complutense University of Madrid, specializing in International Law and Foreign Trade of Art. She is an appraiser and judicial expert in art and antiques from Antonio de Nebrija University. She is a partner at the art appraisal firm Art Value Project.

She has carried out valuation work for important collections and insurance companies. For years, she has represented major international publications in the arts and design world, such as Frieze, Frieze Masters, and Gagosian, among others. Currently, she combines her work at the art appraisal firm with a project focused on art and sustainability for private companies and local governments.