Intro

Public money for museums is flat or falling in most countries, while salaries, energy, insurance, security, technology and conservation all cost more each year. ICOM's latest international research confirms what most directors already know from their own budgets: in the majority of countries, public support for museums is shrinking in real terms. The sector is already answering — moving away from living on subsidy and towards mixing several sources of income. This report follows that shift, and the question institutions are asking in 2026: which of the things we already own can create value that someone will pay for?

The report is written for directors, boards, heads of commercial and business development, and everyone preparing a budget conversation for 2027. It is free, and it is delivered immediately.