Abbonamento Musei Expands to Valle d'Aosta, Reports 130,000 Active Cards in Piedmont

Dino Berardi, president of the Associazione Abbonamento Musei, discusses the growth and impact of the museum pass that grants access to over 420 museums and cultural sites across Lombardy and Piedmont. Launched nearly 25 years ago with support from the City of Turin, the initiative now counts 130,000 active cards in Piedmont and 30,000 in Lombardy, where it has been present for four years. In 2018, subscribers made over one million visits. The pass costs under €50 per year depending on age. A special Leonardo 500+1 Extra formula was extended due to success. Recent market research shows strong appreciation, especially in Milan, with provincial areas expressing high demand. Valle d'Aosta has just joined the association, with an expanded offer expected by autumn. The project originated from Daniele Jalla's vision and has evolved into a platform providing communication and discount services for cultural institutions.