Consumi culturali, in netta ripresa (+15%) la spesa

In Italy, there has been a significant 15% increase in spending on cultural experiences, with family expenditure reaching 108 euros per year, compared to 94 euros in 2025. This surge approaches the 113 euros seen in pre-pandemic times in 2019, according to the latest edition of the Osservatorio sulle esperienze culturali in Italia, conducted by Impresa Cultura Italia-Confcommercio in collaboration with SWG.

Popular cultural activities include watching TV programs, movies, and series (92%), listening to music (87%), and radio (82%). Reading books (65%) and newspapers (43%) remain significant, with a notable portion of readers preferring print formats. While cultural consumption growth signals a real demand and a key driver for development, employment, and social cohesion, it remains marred by economic, social, generational, and territorial disparities.

To promote broader access and attract new audiences, structural policies are needed to support businesses, enhance supply, and implement concrete measures like tax deductions for cultural consumption expenses. Popular cultural activities include cinema (51%), museum visits, exhibitions, and archaeological sites (49%), theater and open-air performances (40%), and live concerts (35%).

Interest in cultural weekends is rising, with over 50% of Italians expressing a strong desire for such experiences, either as a gift or for a loved one. The study reveals that 46% of Italians have taken a cultural weekend in the past year, mostly outside their region (34%). The average expenditure per cultural weekend is 286.2 euros, up from around 235 euros in 2025, while those who haven't yet experienced it (54%) show a willingness to spend 215.7 euros, indicating substantial untapped potential.

Carlo Fontana, president of Impresa Cultura Italia-Confcommercio, emphasizes the importance of combining cultural, tourism, and regional integration for broader community and national benefit.