Industry Insights
Beyond visitor numbers: Rethinking how we measure the value of culture and heritage
November 2026
How do we demonstrate the true value of culture and heritage? And are we measuring everything that matters? These were two of the questions that stood out during the third day of the Culture and Heritage Capital: Putting Theory into Practice conference. Cultural organisations have long recognised that their impact extends beyond visitor numbers, ticket sales and tourism revenue. Museums, heritage sites and cultural programmes can support mental health and wellbeing, strengthen community connections, create opportunities for learning and preserve our shared…