Every year, millions of tourists visit museums and other cultural and heritage sites during their trips. According to the Observatoire de fréquentation des sites culturels et touristiques, of the 94 French sites surveyed, almost 20 million visitors passed through their doors in 2019. By 2021, this number had dropped by some 47% to 10.4 million. With travel recovering in the post-crisis world, culture and heritage actors are reinventing themselves to appeal to travellers again.