ROMA (ITALPRESS) – In 2025 it increases spending on cultural consumption (94 euros on average per month against 90 of 2024) but still far from pre-Covid levels (113 euros). Among the favorite cultural activities in 2025 are confirmed at the first places: watching TV shows and movies (90%), listening to music (83%), listening to radio (81%) and reading books (66%), while among the live activities stand out participation in popular festivals, festivals and folk events (53%), visits to museums, exhibitions and archaeological sites (50%), cinema (48%), outdoor shows (42%), concerts (39%). In the basket of consumption stands the full recovery of the audiovisual sector – cinema, television and music – back on the previous levels of the pandemic, and is even more marked the dynamic of live activities with high emotional involvement, such as concerts, theatrical performances and outdoor festivals, which even exceeded the results of 2019. A positive trend also confirmed by the evolution of the perception of culture, no longer understood only as knowledge and learning, but increasingly lived as an experience capable of eliciting emotion, pleasure and surprise: these are the main results that emerge from the Observatory Impresa Cultura Italia-Confcommercio on the cultural consumption of Italians in 2025, realized in collaboration with SWG, diffused today on the occasion of the start of the Master in “Economy and management of cultural enterprises”, promoted by Impresa Trecca.
Carlo Fontana, President of Impresa Cultura Italia-Confcommercio, states: “The data of the Observatory give us a country that returns to invest in culture, with a growing expenditure and a strong revival of live activities, but also with signals that recall responsibility, such as the increase of those who perceive cultural consumption as a cost. This means that we must strengthen the capacity of cultural enterprises to generate economic and social value in the territories. The Master started with Treccani was born precisely for this: to train professionals able to read the transformations in place, to innovate models and languages and to build networks between enterprises, institutions and communities. Investing skills means making culture a stable engine for development, cohesion and competitiveness for the country.” Massimo Bray, Director General of the Istituto della Enciclopedia Italiana Treccani, states: “The data of the Observatory highlight a renewed centrality of culture in the choices and habits of Italians. At the same time, the signals linked to the perception of cultural expenditure recall the need to strengthen the public value of cultural initiatives, making them increasingly accessible and inclusive, in dialogue with the digital and social transformations in place. In this perspective, the Master in Economics and Management of Cultural Enterprises is part of the Treccani-Confcommercio Cooperation Protocol, which aims to train professionals with solid economic and managerial skills, capable of combining civil responsibility and design skills and supporting the development of cultural enterprises, contributing to the construction of ecosystems in which knowledge becomes a leverage of cohesion and sustainable growth”.
– photo IPA Agency –
(ITALPRESS).
