Art Basel has been quietly implementing a discount program for new gallery participants at its international art fairs, offering significant booth fee reductions to first-time and second-time exhibitors. The program provides a 20 percent discount for debut galleries and 10 percent for those participating for the second time, according to multiple dealers who received notification emails shortly after Labor Day.
Several first- and second-time exhibitors at Art Basel Paris confirmed receiving the discount offers, with one New York gallery owner indicating the practice has been in place since Art Basel Miami Beach in 2021. The timing of the program's exact launch remains unclear, but its existence has now been officially confirmed by Art Basel leadership.
Vincenzo de Bellis, Art Basel's chief artistic officer and global director, verified the discount program's implementation across all Art Basel locations. "Our step-up model offers reduced fees for galleries participating in our main sectors for the first or second time," de Bellis explained. "It's an important measure that encourages new exhibitors and supports them in establishing a presence within Art Basel's global network."
The program is set to expand further in 2026, with even more generous terms for participating galleries. De Bellis announced that next year will bring "an exceptional 5 percent uplift at each level, bringing the discount to 25 percent for first-year exhibitors and 15 percent for second-year galleries." He emphasized that this enhancement "reflects our long-term commitment to fostering and sustaining a healthy, dynamic ecosystem where new voices can continue to thrive alongside the most established players."
The discount program applies to all Art Basel fairs, including the established events in Basel, Switzerland, Hong Kong, and Miami Beach, as well as the upcoming new edition scheduled to launch in Qatar next year. This comprehensive approach ensures that new galleries receive support regardless of which Art Basel fair they choose to enter.
The introduction of these discounts comes at a particularly challenging time for the art fair industry, which is showing increasing signs of financial strain. A report published by First Thursday, a London-based art sales intelligence firm, revealed that 46 percent of surveyed galleries spend approximately $40,000 to participate in a single art fair. Nearly one in five galleries reported spending between $66,000 and $133,000 per fair, with more than 80 percent citing participation costs as their primary concern.
The broader art market context adds urgency to Art Basel's discount initiative. According to the Art Basel and UBS Global Art Market Report published in April, global art sales declined 12 percent last year to $57.5 billion. This marks the second consecutive year of market contraction and represents the slowest growth pace since the pandemic began affecting the industry.
Galleries face mounting pressures beyond just booth fees, including higher shipping costs, slower purchasing decisions from collectors, and newly reimposed tariffs under the current Trump administration. Despite these challenges, art fairs remain essential for dealers seeking to maintain visibility and reach international collectors, creating a difficult balance between necessary participation and financial sustainability.
One gallery representative summarized the industry sentiment, stating that "the model feels unsustainable at present." This observation reflects widespread concerns about the long-term viability of current fair participation costs relative to potential returns on investment.
Art Basel's discount program can be interpreted in multiple ways within this challenging landscape. While it may represent a self-interested strategy to maintain a pipeline of new participants and preserve the fairs' diversity and appeal, it also demonstrates recognition of how fragile that pipeline has become. In an industry where even modest financial relief can have significant impact, the 20 percent discount for first-time exhibitors represents a meaningful gesture toward supporting emerging galleries and maintaining the health of the broader art ecosystem.
