The Louvre Museum in Paris will raise ticket prices for non-European Economic Area (EEA) visitors by 45% starting January 14, 2026. Solo tickets will rise to €32 ($37), while group visitors will pay €28 each. The move aims to generate €15–20 million annually to modernize and repair the historic building. The hike comes amid criticism of the museum’s handling of security, following a high-profile jewelry heist in October. However, French officials say the pricing plan predates the robbery and will apply to other landmarks like Versailles and Sainte Chapelle.
So…:
Where can you generate extra revenue for improvements – and if it requires a price increase, how will your audience respond, and what might they be willing to accept?
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