Italian exhibitions can compete internationally, but strategy is needed

An analysis of blockbuster exhibition data from 2016-2017 shows Italy's top ten exhibitions attracted 3,746,160 total visitors, the highest among countries, but this figure is skewed by Christo's The Floating Piers on Lake Iseo. Excluding that event, Italy ranks fourth in total visitors (2,546,160) behind the UK (3,659,974) and seventh in average daily visitors (6,304) far behind France (22,809). Domestically, the Uffizi Galleries hold the top two spots for most visited exhibitions, followed by the Venice Biennale. The data suggests Italian museums benefit from up-selling: visitors who come for the museum are more likely to pay for exhibitions. The article argues for a systemic approach where major attractions act as hubs directing visitors to other city venues, rather than competing. It concludes that Italy can become a reference point for international exhibitions with a clear strategic vision.