Danes are visiting museums in record numbers, according to new data from Statistics Denmark. From 2024 to 2025, museum attendance rose by 10.2 percent, with the most notable growth among people whose highest education is primary school, up by 20 percent.
At Arken Museum in Ishøj, creative collaborations with Brøndby IF and designer Lærke Bagger have attracted many first-time visitors. Moesgaard Museum near Aarhus also reports steady growth, thanks to immersive and interactive exhibitions. Culture Minister Jakob Engel-Schmidt says the museum reform has made culture more accessible and relevant across Denmark.
So…:
Among which segments do you see increased interest, or where do you see new, unique opportunities?
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