Are Italian Museums Too Expensive? No, but Services Must Improve

It is said that Italian museums are expensive; in fact, more expensive than their competitors in many other European countries including France, Spain and Germany. Most importantly, ticket prices have increased considerably over the past year in almost all cities. If we consider the 15 most visited Italian museums in 2022 – in Rome, Florence, Naples, Venice, Turin, Milan and Caserta – the increase was on average 10%, with peaks of + 33 in Naples (Palazzo Reale has almost doubled from 6 to 10 euros) and 21% for the Uffizi Gallery in Florence, limited though to tickets for the summer season. What are the causes and, above all, are ticket prices really a problem that could significantly affect the number of visitors to some of the most famous museums in the world? We cover it all in this interview with Andrea Rurale – Professor within the Department of Marketing of Bocconi University, Director of the Master in Arts Management and Administration at the SDA Bocconi School of Management, and President of FAI Lombardia.

In some places the price increase was fairly insignificant, elsewhere more noticeable. It is certain, however, that visiting Italian museums in 2023 has become more expensive. Why?
If you look at the larger museums, there are no real increases. It is true that there has been an adjustment due to the increase in electricity and heating costs, but before that the entrance fees were below the European average. The problem, if anything, is that these increases have not been matched by an improvement in the services offered, as they should be.

Does an increase, even if slightly, discourage visits or is it irrelevant?
Price sensitivity is only applicable to local tourism; the foreign tourist is not affected. Let me give you an example. To visit Lake Como's Villa del Balbianello, the cost of the ticket is 23 euros, which is a lot for the Italian tourist, yet foreigners flock to the lake area and gladly pay that price. Italians prefer to spend 39 euros to join FAI, which entitles them to free entry to the villa and many other places.

In Europe, it is said, internationally renowned museums such as the Louvre and Prado are cheaper than similar institutions are in our country. Is this true?
Not quite. With the exception of Venice and the Uffizi in Florence (the latter, however, have a dynamic modulation of prices depending on the time of year), the cost is in line with most European countries. In Northern Europe, I'd use Amsterdam as an example, prices are actually higher. Outside of Europe, for example in the United States, they are higher still because there the museums are run like real companies that must generate profits.

Let's go back to the topic of the services offered and the fact that more services justify more expensive ticket prices. What should be done?
The new directors of the major Italian museums have a more customer-oriented approach, and rightly so. Visitor routes must be redefined taking into account emerging needs. In Paestum, for example, there has been a great deal of work done to redefine spaces. The problem, if anything, is that – despite a 2014 law that granted financial, scientific and organizational autonomy to a host of first-level museums – in reality the directors do not control the staff, who are hired through public competitions and depends on the ministry. So, this was an incomplete reform.

There was also a communication problem.
Of course, it was a very serious mistake to pass off the increases only as a necessary adjustment for the increase in the cost of utilities. More focus should be turned to the services and countless combinations offered, for example, as well as to the reductions that various categories are entitled to. Another aspect is that elsewhere there are great museums with an incredible heritage of works, but then little else. In our country, on the other hand, there is a large network of peripheral museums rich in works on display but also in warehouses. In Brera, at the Uffizi and in every other Italian museum – even at the Gallerie d'Italia in Milan – only a part of the works are exhibited; the rest is in storage.

Price ultimately is not a determining factor as long as the product offered is first-rate. Is this the objective we must aim for?
Of course, in general I would say price is not the key factor. If the price increase corresponds to a clear attention to the visitor and the offer, then it will be easier to "swallow".
Keep in mind, however, that sometimes we are faced with predicaments. Think of the museums of stadiums or football teams; despite having limited space available – like the museum at San Siro – they still attract many visitors who, in fact, are undeterred by a high price.