Schools often take children on field trips to the local art museum. This is part of learning about their culture and heritage. Schools are able to do this because the local art museums will often offer a discount price for large groups of school children. The museum is investing in future business. Not all children will continue to visit the museum as adults, but some of them will.
One of the reasons many people stop visiting art museums after they leave school is the belief they will just see the same exhibits. Once seen, they figure they need not go again. Many art museums have an area dedicated to permanent displays. All the other space in the museum is for traveling art displays. This is a good reason to continue visiting on a regular basis as a child or adult. Art museums have even begun to use electronic newsletter services to let people know what new displays will be available.