Posted in News on 7th November 2025
Enormous thanks to ALVA, and to all consortium partners The British Museum, The Design Museum, Imperial War Museums, National Gallery, National Portrait Gallery, Royal Academy of Arts, Serpentine, Tate and V&A for their openness, trust and ambition throughout this work.
Exhibitions aren’t what they used to be and neither are the people who visit them. Reframing the Exhibition, shows how audiences have changed the rules.
Drawing on data from 290 exhibitions, 4,000 surveys and focus groups with visitors across six behavioural mindsets, it reveals six major shifts redefining how people choose, book, and value exhibitions today.
The insights point to a market that’s bigger, younger, more diverse and far more discerning. Audiences aren’t disappearing; they’re evolving. The question is whether we’re evolving with them.
Download the white paper to see what’s changing and what to do next.
