Ethnographic Museum Zagreb

What Ethnographic Museum Zagreb does

The Ethnographic Museum Zagreb (Etnografski muzej) is a public cultural institution operating under Croatian law, headquartered at Trg Mažuranića 14 in Zagreb with a storage and exhibition facility at Kačićeva 9/2. It maintains an extensive ethnographic collection spanning Croatian and non-European cultures and serves general public visitors, schools and kindergartens, and visitors with disabilities through physical exhibitions, guided tours, educational workshops, and a digital repository (katalog.emz.hr). The museum's permanent and temporary exhibitions cover topics ranging from Croatian material culture to global indigenous communities, with recent signature shows including 'Putnici' (Travelers, 2024), 'Z/zemlja' (2025–2028), and traveling exhibitions along the Adriatic coast.

The museum's revenue model is a mix of public funding (as a state-recognized institution), admission tickets, guided tour fees, gift shop sales (Muzejski dućan), and project-based partnerships. Go-to-market is event-driven: visitors are reached through physical visits, traveling exhibitions, educational programs, virtual exhibitions, a newsletter, and the official website. The museum operates Croatia's first pet-friendly visiting program (since 2015, in partnership with the Zagreb Tourist Board), and its 'Usprkos' exhibition features accessibility accommodations including Braille, enlarged print, and QR-coded audio content. Strategic partnerships include the Embassy of Peru, Public Cultural Institution Hvar 1612, and the Zagreb Tourist Board, enabling co-curated international exhibitions and regional touring circuits across Split, Hvar, and Korčula.

The institution holds GDPR compliance and partial WCAG 2.1 web accessibility compliance, with website development supported by Link2 d.o.o. and visual identity design by Kocka d.o.o. In 2025, the museum's participation in the city-wide Zagreb Museum Weekend (MUV) initiative earned two IdejaX awards at the Days of Communication in Rovinj. The museum is governed under Croatian public cultural administration rather than private ownership, with no disclosed revenue, venture funding, or commercial ownership structure.

Name

Ethnographic Museum Zagreb

Legal name

Etnografski muzej

Website

https://emz.hr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Ethnographic Museum Zagreb is a public cultural institution in Zagreb, Croatia that preserves and presents ethnographic collections through physical exhibitions, guided tours, educational programs, and a digital repository, serving general public visitors, schools, and accessibility-focused audiences.

Ownership category

akta.pro rank

Product category

Ethnographic Museum and Cultural Heritage Services

NAICS

Museums (712110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

akta.pro secondary industry

Cultural Centers & Multidisciplinary Arts Institutions (THAJADAJ)

Keywords

• Ethnographic museum services
• Cultural heritage exhibitions
• Museum educational programs
• Guided museum tours
• Museum digital collections

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Admission tickets and guided tours: The museum generates revenue through ticket sales and guided tour services for visitors to permanent and temporary exhibitions
2. Museum gift shop: Sales of souvenirs and museum merchandise through the museum gift shop (Muzejski dućan)

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Ethnographic Museum Zagreb is a public cultural institution that preserves, researches, and presents ethnographic collections spanning Croatian and non-European cultures. It delivers its offerings through in-person museum visits with guided tours, temporary and permanent exhibitions, educational programs for schools and families, virtual exhibitions, and an online digital repository (katalog.emz.hr). Additional services include a museum gift shop (Muzejski dućan), pet-friendly weekend access, and accessibility-adapted exhibition content including Braille, enlarged print, and QR code-based audio guides.

Product overview

The Ethnographic Museum Zagreb operates primarily as a physical and digital cultural institution offering museum visits, temporary and permanent exhibitions, educational programs, and a digital repository. The museum provides in-person services including guided tours, a gift shop, and pet-friendly visiting hours. Digital services include an online catalog (katalog.emz.hr), virtual exhibitions, and accessibility features such as audio content accessible via QR codes and Braille materials. The museum's exhibitions span local Croatian ethnographic material and non-European cultural collections, with several traveling exhibitions hosted at partner institutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Repository and Online Catalog (Mrežni katalog) An online catalog platform accessible at katalog.emz.hr that provides public access to the museum's ethnographic collections and library resources, serving researchers, students, and general visitors interested in Croatian and international cultural heritage.
• Virtual Exhibitions (Virtualne izložbe) Online virtual exhibitions accessible via the museum's website, allowing remote visitors to explore curated content from the museum's holdings, including 'Skrinja' and 'Digitalne priče pučkog stvaralaštva'.
• Museum Visits with Guided Tours (Ulaznice i vodstva) In-person museum visits including ticket sales and professionally guided tours of exhibitions and the permanent collection, available to general public visitors at the Zagreb location.
• Museum Gift Shop (Muzejski dućan) On-site gift shop (Suvenirnica/Muzejski dućan) selling museum merchandise, souvenirs, and educational materials related to exhibitions and collections to visiting customers.
• Educational Programs (Edukacija/Programi) Structured educational programs including workshops for various age groups, museum-from-the-couch (Muzej s kauča) sessions, and school-related activities designed for schools, kindergartens, and families.

Quantifiable outcome

• First pet-friendly museum in Croatia since 2015
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Turistička zajednica grada Zagreba (Zagreb Tourist Board)coreStrategic or Co-development Partner · 1 January 2015With support from the Zagreb Tourist Board, the museum became the first pet-friendly museum in Croatia in 2015, enabling visitors to bring pets during weekend hours (10:00-13:00).
• Javna Ustanova u Kulturi Hvar 1612coreStrategic or Co-development PartnerThe Ethnographic Museum collaborates with the Public Cultural Institution Hvar 1612 as co-organizer of exhibitions. The exhibition 'Moja koža – kultura tetoviranja' (My Skin – Tattoo Culture) is co-organized with Hvar 1612, hosted at Lođa in Hvar after its original Zagreb run.
• Veleposlanstvo Perua u Republici Hrvatskoj (Embassy of Peru)coreStrategic or Co-development PartnerThe museum and the Embassy of Peru co-organize exhibitions bringing Peruvian culture to Croatian audiences. Current exhibitions include David Díaz's photography exhibition 'Shipibo-Konibo: Portraits of My People' and 'Traveling Bull from Pucará – Symbol of the Peruvian Highlands'.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Croatian Museum of Naïve Art: Small Zagreb-based public museum focused on a specialized Croatian cultural collection, with comparable scale (~20 employees), educational programs, and ticketed access. Highly analogous operating model.
• Technical Museum Nikola Tesla, Zagreb: Zagreb-based public museum operating curated exhibitions and educational programs at a similar scale. Comparable as a Croatian regional museum with similar audience mix and visitor services.
• Croatian History Museum (Hrvatski povijesni muzej): National Croatian museum in Zagreb covering historical collections, exhibitions, and educational programming. Comparable as a fellow public cultural institution serving general audiences and schools with rotating exhibitions.
• Museum of Arts and Crafts, Zagreb: Another Zagreb-based public cultural museum with a comparable curatorial scope (decorative arts and applied heritage) and similar scale. Most directly comparable in terms of city, institutional status, and visitor programming model.
• Slovenian Ethnographic Museum: National ethnographic museum in Ljubljana with the same core mandate (preserving and exhibiting ethnographic collections) and similar public-institution governance. Closest international peer by collection type, mission, and visitor programming.
• Museum of Contemporary Art Zagreb (MSU): Zagreb public museum with curated temporary exhibitions, educational programming, and a gift shop at comparable scale. Comparable in audience mix, public-institution status, and program cadence.
• Mimara Museum, Zagreb: Zagreb-based public museum with curated exhibitions, educational programs, and ticketed guided tours at a comparable scale. Operates with a similar public-institution governance structure and visitor experience model.

Regional players

• National Museum of Slovenia: National museum in Ljubljana covering heritage and cultural collections with comparable public-institution governance, ticketed access, and educational programming. Comparable in scale and institutional role in a neighboring country.
• Weltmuseum Wien: Austrian ethnographic museum in Vienna holding global ethnographic collections and offering rotating exhibitions and educational programming. Comparable by collection type and curatorial mandate, though larger and in a different national market.

Broad incumbents

• Pitt Rivers Museum: University-affiliated ethnographic museum with globally representative collections, educational programs, and digital catalog infrastructure. Comparable by collection type and educational mission; substantially larger and globally recognized.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ethnographic-museum-zagreb

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ethnographic Museum Zagreb