Abstract

The relationship between cultural heritage institutions and visitors is changing. The COVID-19 pandemic has accelerated a process in the heritage sector where museums and visitors move away from a relationship mostly build upon physical visits, to one of partnership which also include digital domains. This report illustrates the outcomes of the discussions held during the ‘Attracting Visitors to Cultural Heritage Sites, both physical and digital’ conference held at Luiss Guido Carli University. It is detailed how new forms of heritage partnerships are envisaged and implemented, how private heritage institutions can attract visitors and engage with their local communities, and how the digital sphere helps to attract visitors to visit both online and in person.