ROMA (ITALPRESS) – Italian household spending for cultural consumption continues to grow and reaches 108 euros, on average, per month (in 2025 it was 94 euros), the highest value of the entire post-pandemic series and now close to 2019 (113 euros). In the basket of cultural consumption, the most widespread activities are confirmed, at the first places, the use of television programs, films and series (92%), listening to music (87%) and radio (82%). This is what emerges from the Observatory on cultural experiences in Italy created by Impresa Cultura Italia-Confcommercio in collaboration with SWG.
Reading plays a significant role: 65% of Italians have read at least one book since the beginning of the year, while 43% have read newspapers in paper or digital format for a fee. Among the activities that include direct spending, cinema (51%), visits to museums, exhibitions and archaeological sites (49%), theater and outdoor performances (40%) and live concerts (35%). At the same time, it increases interest in cultural weekends and over one Italian on two would be very interested in receiving one as a gift, while 42% are very keen to give it to a loved one. The most interested are people with a high degree of study, women and over 55. In the last twelve months 46% of Italians have done at least one cultural weekend, especially outside their region (34%).
The average per capita expenditure is up to 286,2 euros, increasing compared to the previous survey (about 235 euros in 2025), while also among those who have not yet experienced this experience (the 54%) emerges an estimated expenditure availability of 215,7 euros, signal of a potential demand still significant. “The growth of cultural consumption is an important signal: it shows that culture responds to a real demand and represents a decisive lever for social development, employment and cohesion. However, participation remains marked by strong economic, social, generational and territorial differences. This is why, in addition to support for businesses and offerings, structural policies are needed to strengthen demand and concrete measures, such as tax deduction of spending on consumption and cultural experiences, so as to foster wider access and bring new publics closer. – declares Carlo Fontana, President of Enterprise Culture Italy-Confcommercio -. The interest in cultural weekends also confirms the potential of integration between culture, tourism and territories: a trend that must be accompanied and transformed into widespread value for communities and for the whole country”.
– Photo Ipa Agency –
(ITALPRESS).
