Big Data Report Reveals 15.8% Surge in Italian Museum Visits in 2025

The Big Data and Cultural Places Observatory's second report, produced by Fondazione Delphos in collaboration with the Italian Ministry of Culture, reveals a 15.8% rise in museum attendance in 2025 compared to the previous year. An analysis of 49.2 million tickets from 226 cultural venues in Italy showed that archaeological parks recorded over 10.2 million visits. While physical ticket sales fell to 56.5%, online purchases increased to 36.8%, with digital sales in large venues surpassing 59%. The average price for a full-price ticket rose by 6% to €10.97, with Lazio averaging €14.34. International tourists made up 70% of visitors, with the UK being the largest market. The report was unveiled in Rome, where Sergio Bellini and Guido Guerzoni highlighted the importance of data-driven cultural strategies.