In 2025, Italian museums were speaking more languages than ever before with half of their isitors from abroad.
amuseapp uses AI to make content more understandable
Nearly one visitor in two who enters an Italian museum now comes from abroad and is looking for cultural experiences that explain art clearly, accessibly and, above all, in multiple languages. This is one of the key findings of the first report by amuseapp, a platform developed by a Veneto-based startup that uses AI to make cultural content easier to understand and more engaging.
Over 70% of what you learn in a museum is quickly forgotten
The data, collected from around 70 cultural sites across Italy, from Venice’s Palazzo Ducale to corporate museums, temporary exhibitions and places of worship, is a snapshot of a curious, connected and increasingly international audience., with museum experiences reaching an average rating of 9.08 out of 10. The report starts from a striking insight: according to research by CECA, the ICOM committee dedicated to museum education, more than 70% of the information received during a cultural visit is forgotten within just a few hours. Not because visitors are distracted, but because the language used in many museums can still be too technical and distant from the way people absorb and process information today.
Italian museums get visitors from 144 different countries
When content is accessible and well explained, however, the outcome changes dramatically. The amuseapp analysis shows that 42% of visitors come from abroad, representing 144 different countries. The typical visitor profile is mainly adults between 25 and 54 who account for 63% of the total, but younger audiences are also present, with visitors aged 18 to 24 making up 15%. As in many cultural venues across Europe, women represent the majority of visitors, accounting for 58% of the total.
“When content is clear the experience improves…”
After Italian (38%) and English (26%), the third most selected language is Spanish, followed by French and German. Less common languages such as Dutch, Portuguese and Polish also appear with notable shares and one of the elements visitors appreciate most are audioguides. “When content is clear, multilingual and designed for different audiences, the visitor experience improves significantly. Technology helps ensure that when someone looks at a work of art or visits a museum, they truly understand what they are seeing,” says Marco Da Rin Zanco, co-founder and CEO of amuseapp.
Museums need to speak the languages of their visitors
The example of Venice’s Palazzo Ducale, which has adopted amuseapp as its official audioguide, shows how innovation can enhance cultural heritage, and the message is clear: Italy’s cultural heritage continues to attract visitors from around the world. But to truly connect with a global audience, museums increasingly need to speak the languages of their visitors.
