Museo della Civiltà Romana

What Museo della Civiltà Romana does

Museo della Civiltà Romana is a municipal civic museum located in the EUR district of Rome, dedicated to documenting Roman civilization from its origins through the sixth century AD. The museum is part of the Sistema Musei di Roma Capitale, a network of 20 civic museums and archaeological sites operated by Sovrintendenza Capitolina ai Beni Culturali under the Comune di Roma (Municipality of Rome). Its physical collection is subdivided into 59 thematic sections laid out over 12,000 square metres with more than 3 kilometres of wall space, anchored by the signature "Plastico di Roma Imperiale" (the large-scale reconstruction model of Imperial Rome). The museum has been temporarily closed since 8 October 2018 for renovation and safety works, with reopening and a new tariff structure scheduled for February 2026.

The institution's core product surface spans physical visitation, a portfolio of mobile applications, and digital heritage platforms. Mobile apps for individual sites within the network (Musei Capitolini, Mercati di Traiano, Museo dell'Ara Pacis, Centrale Montemartini) incorporate BLE beacon navigation, Augmented Reality overlays for artwork framing, multilingual content (up to six languages), and themed itineraries; the MiC Roma app and MIC Card app are free, while individual museum guide apps retail at €4.99 (iOS) and €3.99 (Android). Virtual tours covering more than 300 rooms across 8 civic museums are delivered through the museum's own platform and a Google Arts & Culture partnership using Street View. Zètema Progetto Cultura operates as the implementation partner for digital services, and Sovrintendenza Capitolina retains oversight of the photographic archive commercialised through the "Foto in Comune" service (approximately 2,100 images).

The revenue model is transactional and subscription-based but small-scale, reflecting the institution's public-good mandate. Streams include paid admission (with category-specific reductions), the €5 MIC Card subscription for 12 months of unlimited entry, Roma Pass tourist card commissions (€38 for 48 hours / €62.90 for 72 hours), sales of guides and catalogues, photo-licensing fees, and planetarium show revenue from the co-located Planetario facility. Starting February 2026, a new tariff system will grant free admission to Rome and Metropolitan City residents while introducing a €2 fee for non-residents at five previously free museums — a structural shift away from tourist-paid revenue toward broader civic access. The museum distributes via Vivaticket (online ticketing), its own MIC Card system, the Roma Pass network, on-site bookshops, and global digital platforms.

Name

Museo della Civiltà Romana

Legal name

Musei in Comune - Sistema Musei di Roma Capitale

Website

https://museociviltaromana.it

Company type

Private

Operating status

Closed

Headcount range

1–10 employees

Short description

The Museo della Civiltà Romana is a municipal civic museum in Rome, part of the 20-site Sistema Musei di Roma Capitale, dedicated to documenting Roman civilization through 59 thematic sections, digital apps with AR/BLE features, virtual tours via Google Arts & Culture, and a €5 MIC Card subscription membership. The museum has been closed since October 2018 for renovation.

Ownership category

akta.pro rank

Product category

Cultural Museum Services

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Cultural Centers & Multidisciplinary Arts Institutions (THAJADAJ)

akta.pro secondary industries

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Cultural museum services
• Archaeological collections
• Museum education programs
• Digital museum experiences
• Virtual museum tours

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Tickets: Revenue from paid admission to museums in the Sistema Musei di Roma Capitale network. The museum charges admission fees with various concessions for different visitor categories.
2. MIC Card Subscription: Annual card costing €5 allowing 12 months of free entry to the Sistema Musei di Roma Capitale. Generates recurring revenue from residents, students, and visitors seeking unlimited access.
3. Photo Licensing: Foto in Comune service selling digital images and reproduction rights from the photographic archive of Sovrintendenza Capitolina. Approximately 2,100 images available in JPG format for professional and commercial use.
4. Guides and Catalogs: Sale of museum guides and exhibition catalogs through online bookstore.
5. Roma Pass: Tourist cultural card (48H at €38, 72H at €62.90) offering reduced access to multiple museums and services in Rome.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Museo della Civiltà Romana is a civic museum that exhibits Roman civilization through reproductions, architectural reconstruction models (including the Plastico di Roma Imperiale), and original artifacts across 59 thematic sections spanning from Roman origins to the VI century AD. The museum operates as part of the Sistema Musei di Roma Capitale network of 20 museums, offering physical visits alongside digital experiences such as virtual tours, AR-enabled mobile apps, and Google Arts & Culture content. It also delivers educational programs for schools and universities, membership access through the MIC Card, and licensing of its photographic archive via Foto in Comune.

Product overview

Museo della Civiltà Romana operates as part of the Sistema Musei di Roma Capitale network, offering a comprehensive digital ecosystem for cultural engagement. The institution provides physical museum visitation alongside a portfolio of digital products including mobile applications (MiC Roma App, individual museum apps with BLE beacon navigation and Augmented Reality features), virtual tours of 8 civic museums via Google Arts & Culture and custom platforms, online ticketing services through Vivaticket, and membership programs (MIC Card at €5 for 12-month access). Additional services include the Foto in Comune photographic archive with ~2,100 images for commercial licensing, the #DiscoverMiC social media initiative, educational programs for schools and general public, and the Planetarium facility. The museum's digital infrastructure enables accessibility features including LIS video guides and wheelchair-accessible exhibition spaces.

Differentiator

Problem solved

Functional benefit

Brands

• MiC Roma App: Mobile application for iOS and Android providing real-time information about the Musei in Comune system including exhibitions, events, and educational activities
• MIC Card
• Musei in Comune

Products and services

• MiC Roma Mobile App Free mobile application (iOS/Android) providing real-time information about the Musei in Comune system including exhibitions, events, educational activities, photo galleries, and museum location maps. Available in Italian and English.
• Musei Capitolini App Paid interactive guide app for Musei Capitolini featuring BLE beacon indoor navigation, Augmented Reality for in-depth artwork content, thematic history routes, a timeline of artworks, and multilingual support in six languages. Priced at €4.99 (iOS) / €3.99 (Android).
• Mercati di Traiano App Paid interactive guide app for Mercati di Traiano featuring storytelling through voices of Emperor Trajan and Apollodorus of Damascus, BLE beacon navigation, and Augmented Reality content. Available in Italian, English, French, German, and Spanish. Priced at €4.99 (iOS) / €3.99 (Android).
• Museo dell'Ara Pacis App Paid interactive guide app for Museo dell'Ara Pacis featuring storytelling through the voice of Pax, BLE beacon technology for navigation, and Augmented Reality content. Priced at €4.99 (iOS) / €3.99 (Android).
• Centrale Montemartini App Free mobile application for exploring the museum independently through multimedia content and themed itineraries, featuring video stories in Italian and English, LIS video guides (Italian Sign Language), audio descriptions, children's trails, and an interactive map. Developed with EU NextGenerationEU funding for accessibility improvement.
• MIC Card App Mobile application supporting purchase, renewal, and activation of the MIC Card membership subscription for €5 annual access to the Sistema Musei di Roma Capitale. Available for iOS and Android.
• Virtual Tours Full-screen 360-degree virtual tours covering 300+ rooms across 8 civic museums with thousands of works, featuring interactive maps, hotspots, information panels, photo galleries, videos, and audio content. Available on all devices including mobile and VR viewers.
• Google Arts & Culture Virtual Collection Public online collection enabling virtual navigation of the museum using Google Street View technology with 360-degree exploration and detailed photo galleries of significant collection works, hosted on Google Arts & Culture.
• MIC Card Membership Annual subscription card priced at €5 providing free entry for 12 months to the Sistema Musei di Roma Capitale (18 museums and 25 archaeological/historical sites), with reduced exhibition prices, free access to special events, free guided tours (aMICi program), and 10% discount at museum bookshops and caffès.
• Roma Pass Tourist cultural card for Rome offered as 48H pass at €38 or 72H pass at €62.90, providing access to multiple museums with reduced rates and added services for tourists visiting the city.
• Online Ticket Purchase via Vivaticket Online ticketing service via Vivaticket for purchasing museum admission tickets with Print@Home functionality for digital ticket presentation at access control.
• Foto in Comune Photo Archive Online photographic archive managed by Sovrintendenza Capitolina offering approximately 2,100 JPG-format images for purchase and reproduction rights for professional and commercial use.
• Educational Programs Educational services including Didattica per le scuole (school programs), Didattica per tutti (programs for all visitors), Incontri per docenti e studenti universitari (meetings for teachers and university students), and Progetti accessibili (accessible projects).
• Planetario (Planetarium) Planetarium facility located within the same building as the Museo della Civiltà Romana at Piazza G. Agnelli, Rome, offering paid astronomy shows.
• Museum Guidebooks and Exhibition Catalogs Sale of museum guides and exhibition catalogs through online bookstore and physical museum bookshops at each museum location.

Quantifiable outcome

• 40,000+ visitors at single Musei in Musica event
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Zètema Progetto CulturacoreImplementation/ SI/ Consulting PartnerZètema Progetto Cultura is the primary service provider for the Sistema Musei di Roma Capitale, managing museum services, the official website, digital services, and the Foto in Comune archive. They are responsible for the operational management and cultural heritage promotion as commissioned by Sovrintendenza Capitolina.
• Google Arts & CulturecoreTechnology or IntegrationPartnership with Google's cultural institute platform allowing virtual museum navigation using Street View technology, 360-degree exploration of galleries, detailed artwork information sheets, and photo galleries of significant collection pieces. Part of Google's mission to democratize access to culture globally.
• Sovrintendenza Capitolina ai Beni CulturalicoreStrategic or Co-development PartnerThe municipal cultural heritage authority overseeing all 20 civic museums of Rome. Manages the museum system, collections, exhibitions, and policy direction. Partnership includes Assessorato alla Crescita culturale for cultural initiatives and programs.
• Darius Arya (Archaeologist)minorGTM or Marketing PartnerArchaeologist and TV presenter partnered with the museum for the #DiscoverMiC campaign, providing weekly live streaming videos from November 2016 to April 2017 using Periscope, Instagram, and FB Live to showcase museum collections and engage audiences in real-time.
• Sovrintendenza di Roma CapitalecoreStrategic or Co-development PartnerHolds copyright and ownership of the photographic archive managed through the Foto in Comune service. The partnership enables digitization and commercial licensing of approximately 2,100 images for professional and commercial use.

Scale indicators6 records

Expansion highlights5 records

Direct peers

• Parco Archeologico del Colosseo: Manages the Colosseum, Roman Forum and Palatine Hill. Comparable as a publicly governed Roman-heritage site in Rome competing for the same tourist and educational demand, with similar accessibility, multilingual, and ticketing requirements.
• Musei Capitolini: Sister museum within the Sistema Musei di Roma Capitale network operated by Sovrintendenza Capitolina. Compares directly as a civic Roman-heritage museum sharing the same MIC Card, digital infrastructure, and operational partner (Zètema Progetto Cultura).
• Musei Vaticani: Vatican City's museum complex anchoring Roman and classical heritage visitation in Rome. Comparable as a flagship Roman-heritage destination operating multilingual digital guides, virtual tours, and high-volume tourist admissions in the same city.
• Mercati di Traiano - Museo dei Fori Imperiali: Sister museum in the Sistema Musei di Roma Capitale covering Trajan's Market and the Imperial Fora. Directly comparable in digital product (BLE beacons, AR, multilingual storytelling), ticketing, and educational programming structure.
• Galleria Borghese: Public Italian state museum in Villa Borghese, Rome, offering timed-entry ticketing, multilingual digital guides, and high-end cultural programming. Comparable in governance model, visitor-experience design, and Rome-based cultural-tourism positioning.
• Museo Nazionale Romano: Italy's national museum dedicated to Roman antiquity, spread across four sites in Rome. Highly comparable in collection focus (Roman civilization), public-museum governance, multilingual content, and educational programming aimed at school and academic audiences.

Regional players

• Gallerie degli Uffizi: Major Italian state museum in Florence with timed-entry ticketing, dedicated mobile apps, and educational programming. Comparable as a publicly governed Italian museum pursuing digital modernization and global tourist demand.
• Museo Egizio: Italian civic-adjacent museum (Turin) operating its own digital ecosystem (app, virtual tours, school programs) and subscription models. Comparable as an Italian specialized heritage museum pursuing digital diversification and educational programming in a similar governance and funding environment.

Broad incumbents

• Musée du Louvre: Global incumbent museum with subscription-style annual passes, multilingual apps, and large-scale digital engagement. Comparable as a benchmark for subscription pricing, ancillary retail, and digital content distribution at scale.
• British Museum: One of the world's largest encyclopedic museums with a global digital program (virtual tours, Google Arts & Culture, free general admission comparable in spirit to civic access models). Comparable as a benchmark for digital reach, accessibility programming, and multi-revenue retail/licensing strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/museiincomune
• YouTubeyoutube.com/user/museiincomune
• Facebookfacebook.com/MuseiInComuneRoma
• Instagraminstagram.com/museiincomuneroma
• Pinterestpinterest.com/museiincomuneroma
• LinkedInlinkedin.com/company/museo-della-civilt%C3%A0-romana

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 Museo della Civiltà Romana