Innovation in cultural offering models: new ways of producing and generating value for Cultural Institutions

Free Content Report Digital Innovation for Culture Culture January 2026 38 pages pdf

What you will learn

This report analyzes the current state of cultural offering models, drawing on data from surveys of Italian cultural institutions and reporting on experiences, best practices, and innovative applications by Italian cultural institutions. The aim is to stimulate reflection on new possible ways of offering cultural activities that generate greater public involvement and greater sustainability for cultural institutions.

Table of Contents

1
Rethinking cultural offering models
2
Innovation in revenue models
3
Innovation in Infrastructure, Offering and Customers
4
The role of digital and technology in redesigning cultural offering
5
Final remarks

Index of Graphs

1
Breakdown of total revenue by source in Italian museums, monuments and archaeological sites and Italian theaters in 2024
2
Italian museums, monuments, and archaeological sites that offer image licensing, extended experience, audio guides, and apps with details of the revenue model associated to each service in 2025

You will know how to answer these key questions

How can cultural institutions adapt their offerings to the new needs of different audiences?
How can we ensure the economic sustainability of cultural institutions in a context where—especially for the public sector—it is difficult and critical to define priorities?
What role can activities and experiences enabled by digital technologies play in business models as they increasingly become an integral part of cultural offerings?
How can AI impact cultural offering models?

The methodology used in this Report

This research is based on interviews and surveys conducted with professionals in the cultural sector, supplemented by an in-depth review of scientific and professional literature, as well as ongoing discussions with industry experts, project partners, sponsors, and cultural institutions participating in the Community. The data are based on two surveys conducted between February and April 2025 based on a questionnaire submitted through the CAWI (Computer Assisted Web Interview) method.

Authors