• Clorian Ticketing is entering a new phase in the Netherlands alongside MuseumAD and Acrelec, with a solution that connects ticketing, distribution and self-service technology for the museum sector.

On 1 October, we will be attending Museumcongres 2026 at TivoliVredenburg in Utrecht, where we will present this joint solution to the Dutch museum market for the first time.

Organised by Museumvereniging, Museumcongres brings together more than 450 professionals from museums and cultural organisations every year, including museum directors, management teams, innovation leaders and industry specialists.

The 2026 edition also coincides with Museumvereniging’s centenary and will be held under the theme Bron van vertrouwen (“Source of Trust”). The event will explore the role of museums as trusted spaces in a context shaped by digital transformation, artificial intelligence and new challenges surrounding information.

For Clorian Ticketing, our participation represents another step forward in the company’s international expansion strategy and the beginning of a new chapter in the Netherlands, where we are entering the market alongside MuseumAD, with the collaboration of Acrelec.

A technology partnership to support museum digitalisation in the Netherlands

Our entry into the Dutch market is built around a partnership that combines ticketing technology, local market expertise and self-service solutions.

The aim is to provide museums with a connected technology infrastructure that enables them to manage different sales channels from a single environment, simplify operations and maintain greater control over their tickets, availability, data and revenue.

Each of the three partners brings complementary expertise:

• Clorian Ticketing provides the SaaS ticketing platform and technology infrastructure to centralise online and on-site sales, inventory, availability and capacity management, distribution and access control.
• MuseumAD contributes its knowledge of the Dutch museum ecosystem, local support and MuseumTickets.nl, a platform focused on the discovery and commercialisation of cultural experiences.
• Acrelec brings its international expertise in hardware and self-service solutions, enabling the implementation of points of sale tailored to the needs of cultural venues.

Together, these capabilities create an integrated solution designed to connect the visitor’s digital and on-site experience.

A connected ticketing ecosystem for museums

The joint solution is built around Clorian Ticketing’s technology: a modular and scalable SaaS platform designed to centralise ticket management and sales across multiple channels.

Instead of managing online sales, physical points of sale and inventory independently, museums can operate through a connected ticketing ecosystem, keeping information synchronised across all channels.

The platform supports key operational areas including ticket sales, availability, time slots, capacity management, distribution, access control and reporting.

Its flexible architecture enables the solution to adapt to cultural institutions with different operating models, from large museums managing high visitor volumes to organisations looking to progressively digitalise their processes.

MuseumTickets.nl: from discovery to ticket purchase

One of the key elements of the partnership is MuseumTickets.nl, MuseumAD’s platform designed to connect museums with visitors and make it easier to discover cultural experiences across the Netherlands.

Through its integration with Clorian Ticketing, ticket sales become part of this digital ecosystem, allowing visitors to move seamlessly from discovering and planning their visit to purchasing their tickets.

In this way, MuseumTickets.nl also becomes an additional sales channel for museums, directly connected to the ticketing infrastructure.

The integration enables tickets sold online and through other channels to operate within the same system, keeping inventory and availability synchronised.

On-site sales through self-service kiosks

The solution is complemented by Acrelec’s technology, which extends the same sales ecosystem into the physical museum environment through self-service kiosks.

These points of sale allow visitors to purchase tickets independently at the venue, helping to streamline the purchasing process, reduce pressure on ticket offices and optimise visitor arrivals.

Connected to Clorian’s technology, the kiosks operate using the same inventory and availability as all other sales channels.

The result is an infrastructure in which online sales, distribution and self-service are part of a single technology ecosystem, avoiding isolated systems and enabling more centralised management.

A model designed to give museums greater control over revenue and data

The solution also introduces an innovative commission-free sales model for venues, designed to enable museums to expand their sales channels without applying a percentage-based commission to the price of their tickets.

This approach allows institutions to retain greater control over their revenue and commercial strategy, while gaining access to a technology ecosystem that connects online sales, distribution and self-service.

Beyond sales, the model is designed to strengthen museum autonomy and their ability to manage channels, operations and visitor relationships in an integrated way.

All of this is supported by MuseumAD’s local expertise, providing specialised guidance and knowledge of the Dutch market throughout the onboarding process.

The Netherlands: another step in Clorian Ticketing’s international expansion

Our arrival in the Netherlands expands Clorian Ticketing’s international presence, adding to our existing operations in Spain, France, Portugal and Mexico.

Today, more than 200 cultural and tourism organisations use our technology to manage and commercialise their experiences.

These include internationally renowned institutions and attractions such as Sagrada Família, Museo Nacional Thyssen-Bornemisza, Museo Guggenheim Bilbao, Casa Batlló, Dalí Theatre-Museum, Livraria Lello and Oceanário de Lisboa.

Working with organisations across different countries, scales and management models has enabled us to develop a flexible platform capable of responding to diverse operational and commercial challenges while maintaining a common technology infrastructure.

Our entry into the Netherlands follows the same philosophy: combining our expertise in ticketing technology with specialised partners and local market knowledge to adapt our solution to the needs of each market.

Clorian Ticketing at Museumcongres 2026

During Museumcongres 2026, attendees will be able to discover the solution developed by Clorian Ticketing, MuseumAD and Acrelec and see how an ecosystem connecting ticketing, online sales, distribution and self-service points of sale works in practice.

Representing Clorian Ticketing, Anna Salguero and Juan Pablo Campistrous will be in Utrecht to share our experience working with cultural institutions, showcase the capabilities of our platform and explore new opportunities for collaboration with museums and organisations across the Dutch market.

Our presence in the Netherlands will extend beyond the congress. During our stay, we will also meet with different museums to gain first-hand insight into their management models, challenges and technology needs.

Museumcongres 2026 will mark the starting point of a new chapter for Clorian Ticketing in the Netherlands and another step towards our goal of building an increasingly international, connected ticketing ecosystem tailored to the needs of the cultural sector.