The introduction of digital cards is partly behind the 3.2% increase, the association said. Cardholders made 9.7 million museum visits last year, an average of 6.5 per person. Cards cost €75 for adults and €39 for under-18s, roughly equivalent to three to four museum visits. The proceeds from the cards are divided among all the museums that take part in the scheme. Museum cards are also popular among the international community.