According to the Swedish Museums Association’s annual compilation, 19.6 million physical visits were made to Swedish museums in 2025 across 156 museum organisations and 230 museum sites. This represents a modest 1.8% decrease compared with 2024.
However, the aggregated figure hides a more varied picture:
- 76 museums increased their visitor numbers
- 64 museums saw declines
Digital engagement reaches new heights
At the same time, Swedish museums achieved record levels of digital reach, demonstrating the strength of their online presence. Regarding these insights, Gunnar Ardelius, Secretary General of the Swedish Museums Association says “It is clear that museums are not only physical places but also digital meeting places. Museums now reach millions of people, both in Sweden and internationally.”
Key digital results for 2025 include:
- 32.6 million website visits (up from 26 million in 2024)
- 15 million visits to digital collections (up from 11 million)
- 376 million views on Wikimedia platforms of museum‑contributed material (up from 165 million)
- 478 million Facebook views
- 65 million Instagram reach (up from 58 million)
Some formats declined:
- Museum podcasts halved to 300,000 listeners
- Digital live events fell to just over 100,000 participants (a one‑third decrease)
The data shows audiences increasingly engaging through major social media channels open knowledge platforms such as Wikimedia, as well as museum websites and digital collections. However, more niche formats, such as live digital events, saw reduced uptake.
