Arts and Cultural Heritage: dawn of a digital renaissance

The Report presents the results of the Research conducted throughout the first edition. The data comes from an analysis on web sites and social networks, from a Google and TripAdvisor research on 476 Italian museums, and 10% of museums and similar institutes surveyed by Istat in 2015. Only 57% of Italian museums has its own web site and 53% its own account on at least one major social network. When existing, sites aren’t always designed in a way that helps users interact with their contents.
Considering the 476 museums examined, as many as 62% of them is present on TripAdvisor and reviews are generally very positive. If the current audience manifests its appreciation of the visit, the real challenge is therefore using digital technology to attract new audiences, making the visit journey more accessible and engaging.
Through the use of case studies, we’ve outlined a cultural institution innovation course – in which digital technology becomes a resource to learning more about themselves and understanding how to create value for stakeholders – based on four pillars ranging from defining a strategy to measuring results, with planning and implementation in between.
Finally, the Report summarizes the results of an analysis of over 500 international and Italian startups operating in Tourism and Art, focused on identifying the innovation potential they can bring to this sector.