Nuanced picture emerges following AIM’s latest flash survey (September 2025) with some enjoying record visitor numbers and strong community engagement, others facing falling income, rising costs and continuing staffing and infrastructure challenges.
Who took part
Responses came from across the UK, with 82% of based in England, 13% in Scotland and 6% in Wales.
Most (76%) were small museums, with 16% medium-sized and 7% in the large or largest categories. 83% were independent organisations, though local authority, military and other charitable bodies were also represented.
Summer performance: a mixed picture
When asked about their organisation’s performance between June and August 46% said results were below expectations, 33% said they met expectations, and 22% performed above expectations.
For the past 12 months as a whole, 42% reported being below expectations and just 16% above.
The overall ‘optimism score’ for the next 12 months was 62 out of 100, down from 70 earlier in the year.
This decline was consistent across museums of all sizes and locations, suggesting that the sector, as a whole, is feeling more cautious about the future.
Signs of strength
Despite the pressures, there were encouraging comments. Several museums reported record or improved visitor numbers, helped by special exhibitions, new facilities and local events. Family-focused programming and community activities proved especially successful, often leading to longer visitor dwell times and deeper engagement.
Volunteer commitment was also highlighted; many spoke of the enthusiasm and energy of their volunteers, with positive visitor feedback helping to lift morale. Some also reported relative financial stability, attributing this to careful financial management, targeted fundraising or successful grant applications.
AIM’s support, case studies and advocacy were singled out as particularly valuable, alongside productive partnerships with funders such as the National Lottery Heritage Fund and Art Fund.
Continuing challenges
However, the broader picture remains challenging.
Many museums experienced lower visitor numbers and reduced income, citing hot weather, competing events and the ongoing impact of the cost-of-living crisis. Even where footfall held steady, spend per head and donations often fell – particularly at free-entry museums.
Financial pressures remain intense, with rising energy, insurance and wage costs straining budgets. Respondents voiced frustration at the limited availability of core funding for small museums, and several expressed concern about long-term sustainability and potential closures.
Staffing and volunteer recruitment also continue to prove difficult. A number of museums reported ageing or shrinking volunteer teams, difficulties replacing trustees, and overstretched paid staff. Maintaining operations with limited capacity is an ongoing worry.
Infrastructure issues were another recurring theme, from leaks and urgent repairs to major roadworks and landlord disputes affecting access and visitor numbers. Broader uncertainty—around funding, visitor taxes and seasonal variation—adds to a sense of fragility.
Looking ahead
AIM Director, Lisa Ollerhead
“The findings confirm what many in the sector are experiencing first-hand: financial strain, staffing pressures and unpredictable external factors are all shaping performance and visitors are increasingly discerning about how they spend their disposable income.
It’s heartening however to see signs of resilience and innovation, with those investing in strong family-friendly programming, thoughtful marketing and community engagement strategies generally reporting stronger results. As ever, offering a compelling, relevant, high-quality experience remains key.
We’ll ensure our stakeholders are aware of the issues raised, and as ever, please do contact AIM for assistance if you are in a precarious position.”
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