Confcommercio, Italians return to spending on live culture. +14% visits to exhibitions and museums

According to a note published by Confcommercio,summer 2022 marked a return to normal for live cultural activities. A survey conducted online by theImpresa Cultura Italia-Confcommercio Observatory in collaboration with Swg in July showed that average spending on summer cultural goods and consumption is 125 euros per person. Significant growth compared to June was seen in visiting exhibitions, museums and archaeological sites (+14 percent), going to the cinema (+13 percent) and theater (+5 percent), participation in live events, especially outdoor shows (+7 percent), concerts and cultural festivals (+6 percent). Reading books in both print (+6%) and digital (+2%) formats is also on the rise. Forty-five percent of respondents (a sample of 1046 Italian citizens aged 18-74) participate in the summer cultural offerings in their city even if they are less rich in events than in the pre-pandemic period. Cultural initiatives are thus an important attractor in tourist resorts: 68 percent of respondents who went on vacation participate in cultural activities in vacation resorts with an average per capita expenditure of 95 euros. The most attractive events for tourists are food and wine events, followed by visits to museums and archaeological sites, concerts and cultural festivals. In general, a wide range of tourists look carefully at cultural offerings during their vacations and stay in places where they know they will find interesting cultural initiatives.

For the president of Impresa Cultura Italia-Confcommercio, Carlo Fontana, “the positive signals on summer cultural consumption and the newfound normality for live events are very good news. There are, therefore, the conditions for this positive trend to be confirmed and strengthened in the coming months. For this, now more than ever, we need targeted and effective measures that will push the recovery of consumption and investment in the sector.”

Confcommercio, Italians return to spending on live culture. +14% visits to exhibitions and museums

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