Digital ticketing transforms Italian museums: MidaTicket CEO Sergio Bellini on data, AI, and 25 years of innovation

Digital ticketing is revolutionizing the visitor experience in Italian cultural institutions, according to Sergio Bellini, CEO of MidaTicket, Italy's leading ticketing platform for the cultural sector. In 2024, MidaTicket issued over 26 million tickets for clients including the Colosseum, the Veneranda Fabbrica del Duomo di Milano, the Arena di Verona, the Museo Egizio di Torino, and the FAI circuit. At the RO.ME – Museum Exhibition 2024, a roundtable titled 'Ticketing Intelligente: innovare l’esperienza del visitatore nei musei italiani' brought together FAI, Museo Egizio, Fabbrica del Duomo, Gruppo Erga, and MidaTicket to discuss the topic. Bellini highlights that digital ticketing offers personalization, ease of use, management of large visitor flows, and improved accessibility. Crucially, it enables data collection on visitor behavior, which institutions use for strategic, organizational, and communication decisions. The COVID-19 pandemic accelerated the transition from paper to digital ticketing. MidaTicket is now investing in business intelligence modules with artificial intelligence to provide cultural institutions with data analysis tools. In its 25th anniversary year, MidaTicket has added new clients: VIVE Vittoriano e Palazzo Venezia and Gorizia, Capitale Europea della Cultura 2025, joining existing partners like the Parco Archeologico del Colosseo, Cappella Sansevero di Napoli, and others.