The Dallas Museum of Art announced today that it will nullify its $10 general admission fee, effective January 21, 2013. The museum will also launch an online rewards program that could even make membership free.

In recent years, many institutions have reversed their decision to charge visitors and are now free to the public. The Nelson-Atkins Museum of Art in Kansas City, Missouri, the Indianapolis Museum of Art, the Baltimore Museum of Art, the Walters Museum of Art in Baltimore, and the Detroit Institute of the Arts have all decided that free admission will help their institutions become more widely accessible, which, in turn, will keep visitor numbers up.

While it appears that the aforementioned museums have started a trend, many institutions in major tourist destinations are not so quick to jump on the free entry bandwagon. In New York, the Museum of Modern Art charges $25 and the Guggenheim Museum charges $22. San Francisco’s Museum of Modern Art, another major tourist attraction, charges $18. Other big-name museums that require visitors to pay are the Los Angeles County Museum of Art, the Art Institute of Chicago, the Philadelphia Museum of Art, and the Carnegie Museum of Art.