Attendance and incomeIn Italy, nonpublic museums are cultural institutions not managed by the Italian Ministry of Cultural Heritage and Activities (MiBACT). In 2018, Italian non-public museums welcomed more than 74.5 million visitors. On the other hand, the total number of visitors to state museums, monuments, and archaeological sites in Italy rose remarkably over the last ten years, reaching an attendance of 54.8 million in 2019.
In terms of attendance, the archaeological park of the Colosseum in Rome registered the highest figure by far , topping the list of the most visited museums In Italy in 2019. The Uffizi Galleries, in Florence, and the archaeological site of Pompeii in the region of Campania followed in the list. These three renowned tourist attractions also generated the highest income in 2019. Overall, the income of state museums in Italy peaked at 242 million euros in 2019.
Online presence and digitalizationHow are Italian cultural institutions facing the challenges of the digital era? In 2020, roughly 40 percent of museums in Italy digitalized at least half of their collections. Moreover, a survey conducted in 2020 revealed that 85 percent of Italian museums and similar institutions had a website. However, not all the institutions who were online also owned a website, as in some cases they relied on single pages or entire sites within other institutional websites.
Looking at social media usage, most museums in Italy had a Facebook account in 2020, whereas Instagram was used by less than a half of such institutions. Similarly, when considering the average number of posts published on social media by museums, Instagram was used less than both Facebook and Twitter from December 2019 to April 2020.