Art Tourism Market Size, Share & Trends Analysis Report By Type (Galleries & Museums,Events & Exhibitions, Others), By Booking Channel, By Age Group, By Region, And Segment Forecasts, 2024 - 2030

Art Tourism Market Size & Trends

The global art tourism market size was valued at USD 44.0 billion in 2023 and is projected to grow at a CAGR of 3.1% from 2024 to 2030. The growing appreciation for heritage preservation and cultural identity drives the market for art tourism. Many tourists seek to connect with various regions' history, traditions, and artistic expressions, recognizing art as a gateway to understanding a culture's identity. This rising awareness of the importance of safeguarding cultural heritage has encouraged destinations to promote their art and historical landmarks, attracting tourists eager to experience these elements firsthand. Governments and local communities increasingly recognize the role of art in preserving their heritage and are creating more accessible art-related tourism programs, further fueling the market's growth.

The rise of experiential travel further drives the market growth. Modern tourists, especially younger ones, are more inclined toward personalized and immersive travel experiences. Art tourism offers a way to engage with a destination beyond traditional sightseeing, allowing visitors to participate in activities such as art workshops, guided tours by local artists, or interactive museum experiences. This focus on experience over product has favored art tourism, providing tourists with meaningful and memorable engagements and deepening their connection to the destination and its people.

Moreover, the increasing collaboration between the art world and the tourism industry has created specialized art-focused travel packages and itineraries. Art hotels, themed tours, and destination-specific art programs have emerged as unique offerings to cater to the niche market of art tourists. Tour operators and travel companies are increasingly integrating art into their itineraries, offering tailored experiences for travelers interested in exploring local art scenes, visiting artist studios, or participating in art-centric events. This formal integration of art into travel services has made art tourism more organized, accessible, and demanding to a broader audience.

Additionally, governments play a significant role in driving the growth of art tourism through targeted initiatives and investments. Many governments, recognizing the economic and cultural value of art tourism, have increased funding to restore and preserve historical landmarks, art galleries, and cultural institutions. Programs promoting national art events, such as biennales, art fairs, and festivals, are often sponsored or heavily supported by government agencies. Additionally, partnerships between government tourism boards and international art organizations help attract art enthusiasts to key destinations, fostering global recognition of their cultural assets. For instance, in June 2024 , The Hong Kong Tourism Board and Art Basel announced a three-year global partnership to promote Hong Kong as a cultural destination. This collaboration aims to leverage the international prestige of Art Basel to enhance the city's profile in the global art world. The partnership will focus on promoting Hong Kong as a hub for international art events and exhibitions, furthering its reputation as a leading destination for art tourism.  

Type Insights

Galleries & museums held a share of revenue of 58.0% in 2023. The growing global interest in culture and heritage drives the segment's growth. As travelers seek more immersive and educational experiences, galleries and museums provide opportunities to explore art, history, and cultural narratives. This trend is fueled by the rise of cultural tourism, where visitors prioritize destinations with rich artistic offerings. According to an article by the European Commission, cultural tourism accounts for a significant 40% of all European  tourism, demonstrating the substantial appeal of cultural attractions to a significant portion of tourists. The integration of digital technologies, such as virtual tours and augmented reality, has also made museums and galleries more accessible and engaging, attracting both local and international tourists. Additionally, many institutions have expanded their exhibitions to include contemporary and global art, further broadening their appeal to diverse audiences.

The events & exhibitions segment is expected to grow at a CAGR of 3.9% over the forecast period. The growing interest in cultural experiences and unique artistic expressions drives the growth of events & exhibitions. Art enthusiasts and tourists increasingly seek immersive experiences that allow them to engage with contemporary and historical art forms in a dynamic and interactive environment. Events such as art fairs, biennales, and curated exhibitions offer exclusive access to emerging artists, renowned collections, and specialized workshops, enhancing the overall tourist experience. Furthermore, the rise of global art events, often held in iconic cities, attracts international tourists, boosting local economies and fostering cultural exchange, making this segment a pivotal attraction in art tourism.

Booking Channel Insights

Offline booking mode held a revenue share of 69.1% in 2023. Many art tourists seek tailored experiences, including guided tours, access to exclusive exhibitions, or curated trips to culturally significant sites. Offline agencies, tour operators, and in-person consultations provide this level of customization and local insight, which is often harder to achieve through online platforms. Additionally, the complexity of some art tourism itineraries, especially those involving multiple locations or specialized access, encourages travelers to use offline booking methods to ensure a seamless experience.

Online booking is expected to grow at CAGR of 4.4% from 2024 to 2030. Online booking platforms enable tourists to easily access niche and exclusive art events catering to diverse interests. Furthermore, artificial intelligence and data analytics advancements allow these platforms to provide tailored recommendations based on individual preferences, enhancing the overall customer experience. The rise of virtual and augmented reality enables potential tourists to preview exhibitions or galleries before booking, adding a new dimension to the decision-making process. Additionally, the online segment benefits from the growing trend of last-minute bookings, where flexibility and immediate availability are key.

Age Group Insights

The travelers from 51 to 70 years of age contributed 58.4% revenue share in 2023. As people within this age group move into retirement or semi-retirement, they often seek more enriching and meaningful experiences. Advances in health and wellness have also contributed to greater mobility and the desire for active participation in cultural events and exhibitions. Furthermore, many in this demographic have a heightened appreciation for art and history, often influenced by lifelong interests and educational backgrounds, prompting them to explore destinations recognized for their artistic significance. Digital technology, such as virtual museum tours and online art content, has also fueled interest by allowing them to research and plan art-centered trips more effectively.

The 31 to 50 age group segment is expected to grow at the fastest CAGR over the forecasted period. This demographic often seeks deeper, more meaningful travel experiences, prioritizing personal growth and lifelong learning. Individuals in this age group tend to have higher disposable incomes and greater flexibility in travel, allowing them to participate in niche tourism markets such as art-focused trips. The rise of wellness tourism intersects with art tourism, as many travelers in this segment look for destinations that offer emotional and mental well-being. Additionally, the growing popularity of art-related events, such as international art festivals and exhibitions, draws this group.

Regional Insights

The North American art tourism market help 25.6% of the global revenue in 2023. Rich cultural diversity, robust art institutions, and growing interest in the region's creative experiences are expected to drive growth. Major cities such as New York, Los Angeles, and Chicago are home to world-renowned museums, galleries, and art fairs, drawing domestic and international tourists. Additionally, the rise of immersive art experiences and public art installations has broadened the appeal beyond traditional art enthusiasts, making it more accessible to younger demographics. Art tourism is supported by strong government and private investments in cultural heritage preservation and arts promotion, which enhances the overall visitor experience and contributes to the sector's growth. For instance, in July 2023, the Canadian government announced a USD 2,86,648 investment in the Winnipeg Folk Festival, an internationally renowned event in Manitoba. The Tourism Relief Fund funding aims to support festival improvements and staffing, contributing to the province's vibrant arts and culture scene.

U.S, Art Tourism Market Trends

The U.S. market art tourism market held majority market revenue share regionally in 2023. Major cities such as New York, Los Angeles, and Chicago have long been renowned for their art galleries, museums, and public art installations, drawing domestic and international visitors. The rise of art fairs such as Art Basel Miami Beach in the U.S. has further fueled interest. According to a press release by Art Basel, the 2023 Miami Beach Festival was attended by over 79,000 visitors. Additionally, an increased emphasis on cultural experiences and the role of social media in showcasing iconic art destinations has made art tourism more appealing to younger travelers. This surge in interest is further supported by government and private sector investment in preserving and promoting cultural landmarks.

Asia Pacific Art Tourism Market Trends

Art tourism market in Asia Pacific accounted for 39.5% of the global revenue share in 2023. The region's rich cultural heritage, spanning countries such as Japan, China, South Korea, and India, offers diverse traditional and contemporary art forms that draw global visitors. The growing middle class in Asia-Pacific countries, particularly China and India, has also contributed to domestic interest in cultural experiences, including art-related tourism. Governments and private institutions are also heavily investing in art festivals, exhibitions, and museums, enhancing the infrastructure for art tourism. For instance, in March 2024, Hong Kong's government announced the allocation of funds over USD 127.7 million to boost tourism development. This funding is expected to help enhance the city's tourist spots. The budget will also support new experiences such as drone shows, immersive city walks, and outdoor activities. The Hong Kong Tourism Board (HKTB) aims to improve visitor experiences and market the city globally. Digital platforms and social media have amplified the visibility of these cultural destinations, further driving international and regional interest in exploring the region's art scene.

India art tourism market growing due to the rich cultural heritage and diverse artistic traditions including classical art forms, modern galleries, and craft-based attractions in India are expected to drive the participation in art tourism. Indian cities such as Jaipur, Delhi, Mumbai, and Kochi have become major hubs for art enthusiasts, offering a blend of ancient and contemporary art experiences. Additionally, government initiatives to promote cultural tourism and the growing interest in India's traditional crafts and visual arts have made art tourism a significant part of the travel sector. For instance, in August 2024, The Punjab government announced it’s first-ever Punjab Tourism Summit and Travel Mart, designed to promote the state's cultural and historical heritage. This event is expected to bring together key stakeholders from the tourism industry to showcase Punjab's potential as a tourist destination. The summit will highlight various facets of the state's heritage, including religious tourism, festivals, arts, and culinary traditions, to boost domestic and international tourism.

China art tourism market is home to ancient landmarks, traditional crafts, and a growing number of contemporary art galleries, museums, and cultural festivals, drawing domestic and international tourists. The rapid expansion of China's middle class, with rising disposable incomes and a growing interest in cultural experiences, drives this demand. Cities such as Beijing, Shanghai, and Xi'an, known for their art scenes and historical significance, further contribute to art tourism's rise.

Europe Art Tourism Market Trends

The European art tourism market held a revenue share of 20% in 2023. Increased funding for cultural preservation and the modernization of art institutions has improved tourist access and engagement, with museums and galleries offering interactive exhibits and diverse art programs. European cities such as Berlin, Paris, and Amsterdam are emerging as global hubs for contemporary art, drawing younger audiences and art collectors through galleries, street art tours, and artist-led workshops. Additionally, the promotion of art-centric travel packages by tour operators and the rise of niche travel focused on art history and local craftsmanship have played a crucial role in boosting this segment.

The UK art tourism market is growing due to a focus on promoting art as part of wider heritage tourism. The expansion of regional art festivals, such as the Liverpool Biennial and Brighton Festival, has also played a significant role by drawing attention to local art scenes beyond London, thus diversifying art tourism across the country. According to a news article in June 2023, The Brighton Fringe  festival attracted approximately 500,000 visitors, showcasing its continued growth as one of the largest open-access arts festivals in the UK. The year saw many performances, with over 700 free events across various venues. Furthermore, art's integration into the digital space, such as virtual tours offered by institutions such as the Victoria and Albert Museum, has piqued global interest, encouraging travelers to visit in person.

Germany art tourism market emphasizes cultural preservation and innovation, supported by government funding for arts and culture, and attracts international visitors. The country’s long-standing patronage tradition of art and its prominence in hosting global art fairs, such as Art Cologne and the Berlin Art Week, significantly boost tourism. The rise of immersive art experiences, such as digital art exhibitions and public art installations, has made art more accessible to younger, tech-savvy travelers. For instance, in the first half of 2023, Berlin welcomed 5.7 million visitors, resulting in 13.8 million overnight stays, a 30.2% increase compared to the previous year. International tourists comprised nearly 39% of visitors, with the UK, USA, and the Netherlands being the top foreign markets.

Key Art Tourism Company Insights

Some of the key companies include Abercrombie & Kent USA, LLC, Arts & Leisure Tours, The Metropolitan Museum of Art, and Viator, Inc.

• Viator, Inc. is an online platform that offers diverse travel experiences, including those within the art tourism sector. It provides access to art-centric tours, enabling travelers to explore museums, art galleries, cultural landmarks, and street art scenes in various cities worldwide. Viator’s platform allows users to book these art experiences, which range from guided tours of prominent museums and historical art sites to immersive art workshops and private gallery viewings. The company collaborates with local tour operators to provide unique and culturally rich artistic experiences tailored to the interests of art enthusiasts.

• Arts & Leisure Tours is a travel company specializing in customized cultural and educational travel experiences, particularly in art tourism. The company offers tailored art-centric tours that provide in-depth exposure to art galleries, museums, private collections, and historical landmarks. Their services often include expert-guided tours, immersive cultural experiences, and exclusive access to special exhibitions or art events. Additionally, Arts & Leisure Tours arranges personalized itineraries based on the preferences of their clients, which may include art-focused workshops, lectures by curators, and visits to artist studios. Their offerings cater to individual travelers, small groups, and educational institutions, aiming to provide enriching travel experiences centered around appreciating art and culture.

Recent Developments

• In August 2023, The Metropolitan Museum of Art in New York announced the launch of Replica, an innovative digital feature that enhances the museum experience through augmented reality (AR). This tool allows visitors to use their smartphones to scan and interact with select pieces from the museum’s collection, creating digital replicas they can explore in 3D. AR technology provides detailed visualizations of artifacts and enables users to place these replicas in their own environments via their devices. The initiative aims to deepen visitor engagement with the art by blending physical and virtual experiences.

Art Tourism Market Report Scope

Global Art Tourism Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global art tourism market report based on type, booking channel, age group, and region.

• Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Galleries & Museums

  • Events & Exhibitions

  • Others

• Booking Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • Online

  • Offline

• Age Group Outlook (Revenue, USD Billion, 2018 - 2030)

  • 30 And Under

  • 31 to 50

  • 51 to 70

  • 71 And Above

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

  • Central and South America

    • Brazil

    • Argentina

  • Middle East and Africa (MEA)

    • Saudi Arabia

    • South Africa