There are more than 8,000 after-hours events a year in museums and galleries across the United Kingdom, generating more than £9 million in ticket revenue.
Airbnb commissioned a report by Culture24, an independent charity that brings arts and heritage organisations together, with the aim of looking at the impact of museum lates (or after-hours events at museums and galleries) on cultural tourism offers and the night-time economy (NTE).
The report offers key findings, research insights and recommendations for NTE policymakers and venue programmers for how Lates can make a contribution to diversifying the night-time economy and helping towns and cities across the UK provide a more balanced evening cultural offer.
The report concludes:
- A Culture of Lates is establishing itself in the UK but needs support to grow
- Locals know best and hosts on Airbnb are ideally placed between guests and the local cultural offer to serve as cultural ambassadors
- An opportunity: The museum sector has a popular product which many people have yet to experience
- The longer museum doors are open the more people will walk through them