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Connecting International Audiences

June 2026

How can arts and cultural organizations better attract and engage international audiences, including tourists, expatriates, and other global communities?

To explore this question, ABA conducted a multi-phase research study combining a survey of 54 arts and cultural organizations across 14 countries and 11 genres, insights from ABA’s Next Generation Survey of 3,276 individuals, and extensive desk research on global tourism trends. This report examines the current state of international audience engagement, the challenges organizations face in reaching these audiences, and emerging opportunities driven by changing travel behaviors and the growing experience economy.

Key Findings:

  • International audiences remain an underdeveloped but promising segment: While 63% of organizations are either actively pursuing or interested in growing international audiences, most report that international visitors currently represent only 0–4% of their total audience.

  • Tourism growth presents a significant opportunity for the cultural sector: International travel continues to expand globally, and 67% of surveyed individuals report being more likely to attend arts and cultural experiences while traveling than in their everyday lives.

  • Partnerships are the most effective strategy for reaching international audiences: Organizations identified collaborations with tourism partners, media outlets, cultural networks, and hospitality providers as their most successful engagement tactic.

  • Language accessibility remains a key barrier—and opportunity: Multilingual websites, translated materials, subtitles, and programming formats less dependent on language are among the most effective tools for reducing friction and increasing participation.

  • Travelers increasingly seek authentic, experience-led cultural activities: Visitors are motivated by meaningful, locally rooted experiences, creating opportunities for arts organizations to position themselves as essential cultural experiences within travel itineraries.

  • Digital discovery and peer recommendations are shaping audience decisions: Personal recommendations, social sharing, and digital platforms increasingly influence how travelers discover cultural activities, highlighting the growing importance of visibility beyond traditional marketing channels.

Members can download the complete report by clicking below.

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.