A total of 19.4 million physical visits were reported by 145 museum organisations, covering 205 individual museums and branches. This represents a 4% increase compared to the 2023 figures.
In parallel, digital engagement continued to expand significantly. Museums are increasingly active in various online environments, including websites, social media platforms, digital events, and audio content. The following figures were reported for 2024:
- 19.4 million physical visits
- 165 million views of editorial content published by museums on Wikimedia platforms
- 26 million visits to official museum websites
- 213 million total followers on social media platforms, such as Facebook and Instagram
- 6 million video views on YouTube
- Close to 150,000 participants in digital live events hosted by museums
- 737,000 podcast listeners for museums’ own podcast productions
According to Gunnar Ardelius, Secretary General of the Swedish Museums Association, these results indicate that museums are functioning as both physical institutions and digital platforms. Museums are actively adapting to the needs and behaviours of their audiences by maintaining a presence across multiple media channels.
Ardelius also highlights the importance of secure and long-term public funding. Despite the recorded growth in visitor numbers and digital reach, he notes that these achievements have occurred in a context of declining cultural funding:
‘The success of museums is particularly notable in view of the ongoing reduction in cultural funding. Continued long-term financial support is essential to enable museums to remain inclusive and innovative cultural institutions for all.’ (translated from Swedish)
- Access the complete visitor report for 2024, including a list of the most visited museums (in Swedish)
