Uffizi Gallery in Florence aims to discourage casual visitors

The Uffizi is one of the world’s oldest museums, housing such treasures as Botticelli’s 'Primavera.' Leonardo’s 'Adoration of the Magi,' and many ancient Greek and Roman statuary. It also faces an overtourism problem. Some people visit for visiting's sake. So the gallery is taking a swipe at so-called “hit-and-run tourism,” announcing price increases on single-entry tickets, while inaugurating three-day and annual passes that offer discounted entry with priority access. The new pricing plan is designed to combat “the rising tide of haste and superficiality,” by encouraging visitors to spend more time exploring collections started by the Medici family and the House of Hapsburg Lorraine in all of the Uffizi museums, including the Pitti Palace and Boboli Garden, museum director Eike Schmidt said.