Culture, tourism and the economy: the value of cultural tourism
Culture is a reason to travel, part of the experience and a source of reputation: its tourism value is not the same as ticket sales. Museums, heritage, exhibitions and events also generate demand for hotels, restaurants and services.
How much is cultural tourism worth in Italy?
It is fundamental to Italian tourism, but assigning one value requires a precise definition: not every museum visitor chose the destination for cultural reasons. Culture as a primary motivation, an activity during a trip and a reputational factor must be distinguished. Sociometrica’s research on museums, visitors and tourism provides a basis for a dedicated national report on cultural tourism’s economic value.
Does culture increase tourism?
Yes, when it helps motivate travel, extends stays or makes a destination more desirable. Its tourism value therefore goes beyond ticket sales. Museums, heritage, exhibitions and events also generate reputation and demand for hotels, restaurants and services. Sociometrica has studied the relationship between culture and visitor behaviour through projects including Musei Index.
Sources: Sociometrica — Musei Index
Research behind this guide
- Museum Index: Culture and Big Data — 2014. Big data meets culture: an index measuring museums' digital presence and attractiveness.
- More, Better. Report on the Grande Museo del Duomo — 2017. A study of visitor experience and perception at Florence's Grande Museo del Duomo.
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