Norfolk Museums Service welcomed 432,000 visitors across its ten sites in the 2025/26 municipal year, surpassing recent years' figures considerably, according to a performance report presented to the Norfolk Joint Museums Committee on 24 April 2026.

The service also set a new record for school and learning visits, with more than 52,000 pupils and learners attending museum sites — a milestone officers attributed largely to the reopening of Norwich Castle Museum.

Norwich Castle alone attracted 214,000 visitors by the end of March 2026, more than double the 91,000 recorded over the same period the previous year. The museum is on track to reach its target of 300,000 visitors in its first full year of operation following the Royal Palace: Reborn redevelopment.

The service's Museums Pass also passed the 10,000-member mark, which officers described as a critical source of stable income. Members were told the pass had been a key factor in sustaining visitor engagement.

Officers highlighted growing income streams beyond ticket sales, including commercial events at Norwich Castle such as weddings, banquets, and award ceremonies. Committee members were told the castle was in a stable position regarding retail and events.

The service drew down approximately £189,000 from legacy business risk reserves to balance its 2025/26 revenue position, with year-end adjustments still being finalised at the time of the meeting. Officers said they remained cautious entering 2026/27 given broader economic uncertainties, including cost-of-living pressures on visitor spending.

The Museums Pass has over 10,000 members and social media engagement — including a TikTok video about Victorian grills at King's Lynn Museum that received 277,000 views — was credited with driving physical visits to sites across the county.