With the normalisation of global cross-border travel, museum attendance saw a significant resurgence in 2025. Iconic institutions, such as the Musée du Louvre, have regained the 9-million-visitor milestone, with cultural organisations in numerous countries nearing pre-pandemic peaks. Digital guides and immersive experiences have emerged as pivotal drivers in attracting younger audiences back to cultural venues.
TAIPEI, TAIWAN (MERXWIRE) – Following years of strategic adjustment and transformation, global museums and cultural institutions witnessed a definitive recovery in 2025. Bolstered by the full restoration of cross-border tourism, increased international flight capacity, and the revitalisation of urban sightseeing, physical attendance at most major cultural institutions has approached or reached pre-pandemic levels. Several flagship venues have once again achieved “multi-million” visitor scales.
The recovery in the European market is particularly representative of this trend. According to public statistical data, the Musée du Louvre in Paris welcomed approximately 8.9 million visitors in 2024, a figure that rose to 9 million in 2025, reaffirming its status among the world’s most visited museums. Similarly, the British Museum recorded approximately 6 million visitors in 2024, a marked increase from the previous year. An industry survey by the American Alliance of Museums (AAM) also noted that physical attendance at most U.S. museums has neared pre-pandemic levels. However, the pace of recovery continues to vary by region and institution size.
The Asian market has experienced a parallel warming. Driven by the resurgence of regional tourism, major museums and art galleries in Japan and South Korea reported significant growth in foot traffic. In Taiwan, the National Palace Museum (Northern Branch) experienced a substantial increase in visitors during the 2025 summer season, successfully attracting domestic and international tourists through specialised exhibitions and anniversary events. Collectively, urban cultural venues across Asia have re-emerged as essential nodes within tourism itineraries.
Notably, the demographic makeup of museum audiences shifted in 2025. Global institutions have observed increased engagement among younger generations, with immersive exhibition zones, AR (Augmented Reality) guides, and extended evening hours becoming primary instruments for attracting Gen Z and Millennial viewers. Museums are gradually evolving from static display spaces into multifaceted cultural hubs that emphasise interactive experiences and social sharing.
While foot traffic has rebounded, operational costs have presented new challenges. Rising energy prices and labour costs have prompted institutions to prioritise online reservation systems and data-driven crowd management to optimise visitor flow and enhance visitor experience. Revenue from cultural and creative merchandise, alongside cross-sector collaborations, has also become a vital supplement to traditional ticketing income.
In summary, the 2025 data demonstrates that physical cultural experiences have not been supplanted by digital content. As the tourism market stabilises and technological integration deepens, museums are transforming from traditional repositories of artefacts into comprehensive cultural platforms that fuse education, technology, and the experience economy. The rebound in global museum attendance signals that cultural consumption has firmly returned to the heart of urban life.
