Cultural organisations in the US are reporting an increase in new visitors despite overall visitor numbers decreasing.
Data company IMPACTS Experience collected data from 127 organisations in the country. It found the number of new visitors increased by 50% from around 9% of all visitors in 2019 to just over 14% in 2020.
This is partly attributed to travel restrictions, which encourged people to visit art and cultural organisations in their own area.
The data also showed that the number of new visitors who identify as non-white increased. 15.3% of new visitors in 2020 identified as non-white, compared to 10.5% the previous year.
Published: 26-04-2021