In 2024, culture once again proved to be the beating heart of Italian tourism, fueling a record-breaking year for live entertainment and cultural attractions. Visitor numbers surged across nearly all sectors, with performances, exhibitions, and historic sites drawing larger crowds than even before the pandemic.

Live theater saw an impressive comeback, posting double-digit growth from the previous year and outperforming 2019 figures as well. Concerts continued their upward trajectory, with attendance jumping 14.5% over 2023 and up 20% compared to five years ago. Museums and art exhibitions also experienced strong gains, rising by 3.5% year-over-year and 3.8% over 2019. Archaeological parks and monuments performed even better, with visitation climbing 4.4% over last year and 10.7% compared to the pre-COVID period.