Kunsthaus Zürich Reports 539,953 Visitors in 2025, Led by Marina Abramović Retrospective
The Facts
Kunsthaus Zürich recorded 539,953 visits in 2025, one of its highest annual totals. The most-attended exhibition was the Marina Abramović retrospective, which drew 118,903 visitors overall (59,490 in 2025). The permanent collection attracted 363,588 visitors. Free public installations—a mural by Jeffrey Gibson in the Haefner Foyer and Monster Chetwynd's slide sculpture 'Zardoz' in the garden—were also major draws. The museum's education program hosted 10,463 children and youth across 516 events. International visitation grew notably from the United States, the Middle East, and Asia. A survey of 2,477 members and 1,008 representative Swiss respondents found 92% satisfaction, with Alberto Giacometti the most frequently named icon.
The Signal
The sustained attendance—driven by a blockbuster retrospective and free public works—signals a deliberate strategy to embed contemporary art in daily life while preserving the museum's local identity. The strong international growth and high satisfaction rates suggest Kunsthaus Zürich is successfully competing for global cultural tourism without alienating its core regional audience. The prominence of Abramović, Gibson, and Chetwynd underscores a curatorial pivot toward performance and participatory art, which may influence future acquisitions and public programming priorities.
- Artists: Marina Abramović, Jeffrey Gibson, Monster Chetwynd
- Museums: Kunsthaus Zürich
- Locations: Zürich
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