The Crystal Bridges Museum of American Art, founded by Wal-Mart Stores Inc. heiress Alice Walton in her family's hometown of Bentonville, Arkansas, has attracted about 90,000 visitors since it opened in November.

Museum officials hope that increased exposure, and changing exhibitions, will draw more crowds. In its favor, the museum, with its focus on American art from the colonial era to the present, was the only U.S. location listed in Travel and Leisure magazine's "Hottest Travel Destinations of 2012."