Italy’s rich and diverse cultural heritage plays an invaluable role in attracting millions of travelers every year, making it one of the
. World-famous archaeological sites, like Rome’s Colosseum and the ancient city of Pompeii, as well as renowned museums and galleries like the Uffizi in Florence and the Museo Egizio in Turin, are particularly important in driving
. Overall, the
exceeded 4,000 in 2022, with Tuscany, Emilia-Romagna, and Lombardy ranking as the
Have museums in Italy recovered from the impact of COVID-19?
In Italy, public museums are cultural institutions managed by the Italian Ministry of Culture (MiC) and local governmental authorities. Meanwhile, private museums are institutions managed by private entities. In 2022, the
total number of visitors to museums and similar institutions in Italy, including both public and private organizations, reached nearly 108 million, tripling compared to the first year of the coronavirus (COVID-19) pandemic.
However, looking at historical data on the
attendance at state museums and similar cultural institutions in Italy reveals that, despite strong signs of recovery, visitor numbers remained below pre-pandemic levels, totaling roughly 47 million in 2022. This figure only refers to institutions run by the MiC, excluding other public and private museums. While the
total income of state museums in Italy followed a similar trend, some institutions recovered from the impact of the health crisis in 2022. For instance, the
income of the Colosseum grew by nine percent compared to 2019, and the attendance also surpassed pre-pandemic levels, making it the
most visited tourist attraction in Italy that year, ahead of the Uffizi Galleries and Pompeii.
Digitalization of museums in Italy
The COVID-19 crisis forced museums worldwide to make the most out of digital tools. But how are Italian cultural institutions facing the challenges of the digital era? According to a March 2023 study, QR codes and beacon devices were the
most popular technologies and digital tools offered by museums in Italy, while 12 percent of institutions provided virtual reality experiences. Moreover, roughly eight in ten surveyed
museums in Italy digitalized at least part of their collections. That said, when looking at the
leading booking channels for museum ticket sales in Italy, purchases made via websites or apps only accounted for around a tenth of total sales as of March 2023.
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