Museums and Tourism: Synergies for development
The relationship between museums and tourism is not new, but it has gained significant momentum in recent decades. Museums, as custodians of tangible and intangible heritage, are often focal points in tourism destination planning. They are first-rate resources for cultural tourism, educational tourism, urban tourism, and more recently, for regenerative and sustainable tourism.
In this regard, International Museum Day has also become a key moment to reflect on how these institutions can work more closely with tourism stakeholders, strengthen local identity, diversify the tourism offer, and contribute to more balanced visitor flow management.
According to data from the World Tourism Organization (UNWTO), cultural tourism is one of the leading travel motivations globally, and museums receive millions of visitors each year. In cities such as Paris, London, Madrid, Berlin, Mexico City, Buenos Aires, and Tokyo, museums are essential elements of tourist appeal and generate employment and economic activity.
Promoting sustainable and accessible Tourism
The role of museums in promoting sustainable tourism has also been widely recognized. Through their educational mission and community integration, museums foster greater awareness of the need to preserve natural and cultural resources, while promoting a fairer and more inclusive local economy.
Many museums have already embraced sustainability principles in their operations, such as the use of renewable energy, responsible waste management, or the implementation of accessibility programs for people with disabilities. These actions not only improve the visitor experience but also position museums as models of responsible tourism practices.
Likewise, digital strategies and immersive technologies have enabled many museums to expand their reach beyond physical walls, attracting a global audience and offering virtual experiences that complement in-person tourism.
A call for institutional collaboration
On the occasion of International Museum Day, ICOM calls on governments, tourism authorities, educational institutions, and the private sector to strengthen alliances with museums and recognize their role in tourism development strategies. The aim is to harness their enormous potential as tools for social cohesion, territorial development, and cultural diplomacy.
This celebration also offers an opportunity to engage local communities in museum life through free activities, open house days, special guided tours, and temporary exhibitions—many of which attract both tourists and residents.
In 2024, over 37,000 museums from more than 150 countries participated in this celebration. For 2025, these numbers are expected to increase, in a context of full recovery of tourism activity and growing interest in authentic and transformative cultural experiences.
