Museums serve as essential pillars for cultural enrichment and education. However, not everyone has equal access to what museums offer. Certain groups are less likely to visit museums due to various barriers that prevent them from even considering the option in the first place. Below, we will explore the characteristics of the so-called “remote audiences”. Understanding the diverse underserved audiences is crucial for developing inclusive strategies that ensure museums are accessible and welcoming to all.
Persons with Disability
Visiting museums can be difficult for persons with disabilities. In 2022, data from Eurostat on cultural participation among people reporting at least some level of activity limitation revealed significant disparities. The results showed that individuals with disabilities participated in cultural activities at a lower rate compared to the overall population aged 16 and over across all EU countries. This highlights ongoing barriers to cultural engagement for people with disabilities. This limitation is due to the fact that museums can be inaccessible physical spaces, have limited sensory-friendly environments, and a lack of assistive inclusive technologies. It is reported that, even digital offerings often overlook the specific needs of this audience.
Ethnic and Cultural Minorities
Migrants and minorities in Europe face significant barriers to cultural participation, with their engagement in arts and culture often lagging behind that of native-born populations. For instance, in 2015, 54% of people born outside the EU participated in cultural activities, 10 percentage points lower than native-born residents, and in countries like Germany and England, migrant-background individuals were notably underrepresented in traditional “high culture” spaces like museums and galleries. Language barriers, financial barriers, limited interest in cultural offerings and lack of relevance of it are important factors contributing to this disparity.
Economically Disadvantaged Individuals
High ticket prices, lack of affordable transportation, and the need to prioritize basic needs often prevent economically disadvantaged groups from engaging with museums. Indeed, the 2022 Eurostat report reveals that there are significant disparities in cultural participation rates amongst individuals with high or low income. Persons with the lowest income in countries like Cyprus, Croatia, Romania and Bulgaria reported cultural participation rates below 20%. In Bulgaria, those with the highest incomes were 6.5 times more likely to participate in cultural activities compared to those with the lowest income.
The Senior Population
For older adults, mobility issues, health constraints, and limited familiarity with digital platforms can restrict access to both physical and virtual museum experiences. As a result, attendance among elderly populations remains low, particularly for those in care facilities. In fact, based on Eurostat 2022 report, cultural participation among seniors is the lowest across all age groups, with only a fraction engaging in activities compared to younger audiences.
Youth and Young Adults
Youth are the most culturally active group, with participation rates higher than any other age group. However, data shows a significant decline in cultural engagement since 2015, with some European countries, like Latvia, experiencing drops as high as 25 percentage points. Museums often struggle to engage younger audiences who view them as outdated or irrelevant.
Rural Populations
Living far from cultural hubs, rural communities face geographic isolation and limited public transportation options. These logistical challenges reduce their opportunities to experience museums, compared to urban residents. For example, according to Eurostat 2022, in Bulgaria, only 8% of rural residents participated in cultural activities, compared to nearly 30% in urban areas. Similar urban-rural gaps of 20–21 percentage points were observed in Hungary, Greece, and Latvia.
Reflection Prompt
How can your museum make cultural experiences accessible to such diverse and remote audiences?
Are there existing programmes or policies that could be adapted to support their inclusion?