Italian Ministry Backs Down on Unified Museum Ticketing System Ad Arte

The Italian Ministry of Culture has reversed its plan to make Ad Arte the exclusive online ticketing platform for state museums. A new communication from the Directorate General for Museums clarifies that the platform will instead serve as an integration tool for museums without digital ticketing, while remaining open to others. This retreat from a so-called 'epochal' reform highlights the complexity of overhauling the system. The article argues for a fundamental rethinking of the national museum system, focusing on workforce needs (citing 100,000 new cultural workers needed by 2026, with 4 out of 5 current workers near retirement age), making museums more accessible through measures like direct donations (around €10), a national annual museum card (as in the Netherlands), and integrated ticketing across cities. It criticizes the €9 million tourism ministry ad campaign, suggesting the funds be used for affordable access policies. The piece calls for museums to become welcoming spaces for all, not just tourists, with evening openings, family-friendly environments, and integrated services.