Italian museums and archaeological parks hit record attendance: +15.8%

Italian museums and archaeological parks hit record attendance: +15.8% in 2025

The latest report from the Fondazione Delphos Observatory on Big Data and Cultural Sites shows a 15.8% increase in visitors to Italian cultural sites in 2025 compared with the previous year. The study is based on 49.2 million access tickets and data from MidaTicket.

Key findings include:

• More than 10.2 million admissions to archaeological parks, confirming their role as primary cultural attractors;
• Approximately 70% of visitors come from abroad, with the United Kingdom leading at 13.1% and the United States at 10.7%;
• An average ticket price increase of 6%, from €10.32 to €10.97.

Digital sales are advancing: on-site cash purchases fell from 62.9% to 56.5%, while online purchases rose to 36.8% (from 32.6% in 2024). In major venues digital purchases account for 59.3% of sales and dematerialized payments nearly 70% of transactions.

The report also highlights regional disparities: Lazio shows the highest average ticket price (€14.34), followed by Piedmont and Campania, while Emilia-Romagna records a much lower average (€4.40). By tickets issued, the North accounts for 49.7%, the Centre 46.9% and the South 3.4%.

Authors stress that a data-driven management approach can help regulate visitor flows, redirect demand toward smaller cultural sites and improve the sector's economic sustainability without compromising accessibility. The study was produced in collaboration with the Ministry of Culture, IC-VEPP and analytical partners.