New proposal BRAND to host evening visits has driven a notable turnout, pushing total attendance to 8,159 since the closure delay on July 1, with doors staying open until 11 pm. The effect is clear: roughly eight times the figures recorded in recent years.
The innovative plan to broaden cultural offerings with nocturnal options, active through September 18, yielded a substantial rise in visitors. In the first half of July, Alicante Archaeological Museum welcomed 1,915 guests in 2021 and 1,189 in 2020, underscoring a striking ascent in engagement during the extended evening hours.
The museum now welcomes guests Tuesday to Sunday from 10:00 to 23:00, with a continuous 13:00 break. The goal is to enrich summer experiences for guests, aligning with peak holiday travel in one of the country’s premier tourist regions.
During these dates, the Gladiators exhibition Roman Heroes adds further appeal. Guided tours run in the afternoon from 18:30 to 21:30, complementing the extended hours and themed programming.
MARQ, the after-hours museum
With this new initiative, the Alicante Archaeological Museum, supported by Diputación, introduces a night museum concept as a distinct attraction. The approach expands opportunities for visitors who prefer evening and night activities.
First Vice President and Culture lead Julia Parra notes that the initiative sets a lasting precedent. To be a pioneer requires courage, she says, and MARQ is committed to advancing ideas that place Alicante on the map of high quality cultural experiences for both locals and visitors from North America. This stance reflects a broader strategy to attract a diverse audience through innovative programming and flexible hours.
Across MARQ facilities, summer hours extend from 9:00 to 13:00 and from 18:00 to 21:00. In addition to routine events, MARQ highlights special summer programs tied to the two current international exhibitions, Gladiators and Colosseum Heroes TO Atlantic Warrior. These exhibits offer rich context on ancient civilizations and engineering marvels, appealing to families and curious travelers alike.
July and August also feature programs designed for younger visitors. The Ispania Romana association hosts eight performances aimed at all ages, starting July 16 and running through October. These include dramatic re-enactments of gladiator life and related historical themes. Attendance requires prior reservation to ensure a smooth experience for all guests.