What CoopCulture does

CoopCulture (legal name: Società Cooperativa Culture) is an Italian cooperative that operates the official ticketing and visitor-services platform for museums, archaeological parks, exhibitions, and cultural heritage sites across Italy. The company is headquartered in Venezia Mestre and serves both consumers (individual visitors, families, school groups, tourism operators) purchasing tickets and guided experiences, and B2B clients consisting of public cultural institutions that contract CoopCulture for ticketing, welcome services, education, events, and marketing. As of 2019 the cooperative employed 1,987 people (71% women) and had 1,050 shareholders distributed across the country.

The core technology is a digital ticketing platform running on OpenCms V.17.0.x that supports online booking, mobile tickets, and print-at-home tickets, complemented by a portfolio of mobile applications (App Culture, AudioCulture, Live Culture, MRT for Turin Royal Museums, ItinerAppia for Appia Antica, AMOR for Rome heritage, Caracalla IV Dimension 3D accessibility project). CoopCulture monetizes through transaction fees on ticket sales (typically €5–€20 per ticket), fees for guided tours and educational workshops (19,000 workshops delivered in 2019), event-management professional services, and recurring annual subscription cards (e.g., €24–€33.60). The company reaches consumers through coopculture.it, mobile apps, physical ticket offices at partner venues, call centers, and segmented email newsletters. Distribution is concentrated in 15 Italian regions, with major partner sites including the Valley of the Temples, MANN Naples, Uffizi Florence, Mura di Pisa, and Castel Sant'Angelo.

The business model combines B2C ticket resale and experience commerce with B2B service contracts (ticketing, education, welcome, marketing) granted by Italian state and regional cultural authorities. Reported FY2019 turnover was €76 million on 18 million visitors, 3.4 million bookings, and 12 million website hits. The cooperative is privately held by its members with no outside equity, no parent company, no subsidiaries, and no disclosed funding rounds; financial transparency is self-published on the corporate website.

Name

CoopCulture

Legal name

Società Cooperativa Culture

Website

https://coopculture.it

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

CoopCulture is an Italian cooperative operating the official online ticketing, guided-tour, and visitor-services platform for museums and archaeological sites across 15 Italian regions, serving both consumers and B2B cultural institutions.

Ownership category

akta.pro rank

Product category

Cultural Heritage Services

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural & Community Festivals (Ticketed) (THAJAFAI)

Keywords

• Museum ticketing services
• Cultural heritage tourism
• Guided tour experiences
• Educational cultural programs
• Digital heritage platforms

Headquarters

HQ city

Venezia

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticketing Services: Online ticket sales and bookings for museums, archaeological sites, and cultural venues across Italy. Revenue from transaction fees and booking charges.
2. Guided Tours and Educational Services: Fees for guided tours, educational workshops, and didactic experiences for schools and individuals.
3. Event Management: Services for exhibitions and events at partner cultural venues.
4. Subscription Cards: Annual and multi-visit cards for cultural sites (e.g., Valley of the Temples Card, Valle and Museo Griffo Card)

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

CoopCulture (Società Cooperativa Culture) operates an official ticketing platform and visitor services for museums, archaeological sites, and cultural venues across 15 Italian regions. It sells entrance tickets, guided tours, educational programs, and outdoor and culinary heritage experiences, and develops supporting digital products such as mobile apps (App Culture, AudioCulture, Live Culture, MRT, ItinerAppia) and digital transformation solutions for partner cultural institutions.

Product overview

CoopCulture is a cultural heritage services cooperative operating a multi-channel platform for Italian cultural tourism. The core offering consists of an official ticketing platform (Ticketing Platform) for purchasing entrance tickets to museums, archaeological sites, and cultural venues across Italy. This is complemented by four experiential categories: Culture Experiences (guided tours and cultural visits), Learn/Education Programs (school activities and workshops), Outdoor Experiences (open-air heritage sites), and Taste Experiences (culinary heritage tours). The company organizes experiences into themed collections including Digital Experience, Underground Experience, Green Experience, Family Experience, Campus con CoopCulture (summer camps), and Food Experience. Supporting the platform are digital products including App Culture (visitor safety app), AudioCulture (audioguide aggregator), Live Culture (educational platform), and mobile applications for specific venues (MRT for Turin, ItinerAppia for Appia Antica). The platform manages tickets and experiences at venues across 15 Italian regions including major sites like the Valley of the Temples, MANN museum in Naples, Uffizi in Florence, and Castel Sant'Angelo in Rome.

Differentiator

Problem solved

Functional benefit

Products and services

• Ticketing Platform Official online ticketing platform allowing purchase of entrance tickets, guided tours, and experiences at museums, archaeological sites, and cultural venues across Italy.
• Culture Experiences Cultural visit experiences including guided tours, theatrical visits, and educational tours at museums and archaeological sites across Italy for individual visitors, families, and groups.
• Learn / Education Programs Educational programs and activities for schools, including workshops, didactic tours, and curriculum-aligned experiences for students of all ages.
• Outdoor Experiences Outdoor cultural experiences including visits to archaeological parks, historic walls, and open-air heritage sites.
• Taste Experiences Food and wine cultural experiences combining culinary heritage with cultural visits and tastings.
• Campus con CoopCulture Summer camp programs at museums combining educational activities with cultural visits for children and young people.
• App Culture Mobile application developed by CoopCulture that supports safe visits and autonomous enjoyment of heritage in compliance with health regulations. Available on Play Store and Apple Store.
• AudioCulture Mobile app that collects official audioguides of major Italian museums, monuments, and archaeological areas, freely downloadable for visitors.
• Live Culture Educational platform created by CoopCulture to enable remote cultural engagement and learning during closures of cultural venues.
• Culture at Home Digital project providing home-based cultural access and content to respond to COVID-19-related venue closures.
• MRT App (Musei Reali Torino) Official mobile application for the Turin Royal Museums that guides visitors before, during, and after their visit.
• ItinerAppia Mobile application developed for the Appia Antica Archaeological Park to enhance and restore heritage around the Appia Antica route.
• Digital Kit for Heritage Digital transformation solution for cultural venues offered by CoopCulture to support the digitalization of places of culture.
• Subscription Cards (Valley of the Temples Card, Valle and Museo Griffo Card) Annual and multi-visit subscription cards providing unlimited entrance to specific cultural sites (e.g., Valley of the Temples Card, Valle and Museo Griffo Card).

Quantifiable outcome

• 18 million visitors served annually through partner venues
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Appia Antica Archaeological ParkminorStrategic or Co-development PartnerCoopCulture developed ItinerAppia application for the Appia Antica Archaeological Park to enhance and restore the vast heritage around Appia Antica.
• Polo Museale di AgrigentocoreStrategic or Co-development PartnerPartnership for 'La cultura dell'accoglienza' project promoting cultural heritage engagement with adolescent audiences through meaningful cultural experiences.
• Elena and Claudio Cerasi FoundationminorStrategic or Co-development PartnerRestoration and management of Palazzo Merulana as a new meeting and cultural production hub for Rome's Esquilino district.
• Temporary JV (Joint Venture) with Iris cooperativa Sociale and CARSminorStrategic or Co-development PartnerJoint venture managing the 'Uomo di Altamura' network of museums, demonstrating cooperative approach to museum management.

Scale indicators10 records

Direct peers

• Civitatis: Civitatis is an online tour and activity operator focused on Spanish- and Portuguese-speaking markets but with growing European coverage including Italy. Its guided-tour and cultural-experience model parallels CoopCulture's guided-tours business.
• Headout: Headout is a mobile-first marketplace for attraction tickets, tours, and last-minute experiences. It competes with CoopCulture for Italian museum ticketing demand and emphasizes similar curated, mobile-ticketed cultural experiences.
• GetYourGuide: GetYourGuide is a global tours-and-attractions marketplace offering tickets and guided experiences at cultural venues worldwide, including a significant Italian portfolio. Its marketplace model, curated experiences, and mobile-first UX are directly comparable to CoopCulture's offerings.
• Klook: Klook is a global experiences and attraction-ticketing platform that has been expanding its European and Italian cultural-tourism inventory. Its platform approach to museum ticketing and curated experiences is comparable to CoopCulture's digital stack.
• Musement (TUI Musement): Musement, founded in Italy and now part of TUI, sells tours, activities, and attraction tickets across Italy and Europe. Its heritage, focus on Italian cultural venues, and B2B supply model closely mirror CoopCulture's ticketing-plus-experiences proposition.
• Tiqets: Tiqets is a digital ticketing platform for museums and attractions, operating a B2B2C model directly comparable to CoopCulture's core ticketing business. Both serve cultural venues with online booking, mobile tickets, and curated experiences, competing for the same Italian institutional partnerships.
• Viator (Tripadvisor): Viator, owned by Tripadvisor, is a global marketplace for tours, attractions, and cultural experiences. Its breadth of Italian museum and cultural-site inventory, alongside guided-tour packaging, makes it a direct competitor for traveler mindshare and venue partnerships.

Emerging players

• Omio (formerly GoEuro): Omio is a multi-modal European travel platform that has expanded into attractions and experience booking alongside transport. Its growing inventory of Italian cultural activities makes it a partial competitor for the experience-discovery layer of CoopCulture's business.

Broad incumbents

• Booking.com Attractions: Booking.com's attractions vertical is part of the broader Booking Holdings ecosystem, distributing tickets and experiences for Italian cultural venues alongside hotel and flight inventory. As an incumbent with massive traffic, it competes indirectly for the same Italian cultural-tourism wallet.

Regional players

• CTS Eventim / TicketOne: TicketOne, operated within the CTS Eventim network, is a leading Italian ticketing platform for live events, concerts, and cultural attractions. It competes in the Italian ticketing space and shares B2B relationships with cultural and entertainment venues.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CoopCultureMedia
• Facebookfacebook.com/CoopCultureIT
• LinkedInlinkedin.com/company/coopculture
• Instagraminstagram.com/coopculture_it
• Xx.com/CoopCultureIT

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 CoopCulture