Interest in museums in Canada is exploding, a new report suggests, thanks in part to exhibits that are more inclusive and immersive and the adoption of digital technologies that extend the reach of the institutions.
In an October 2025 report, the Canadian Chamber of Commerce said growth of six per cent a year is the result of “renewed interest in museums and archives and increased support for digitizing heritage materials.” Some 75 per cent of Canadians say attending arts and culture events boosts their sense of belonging, up 12 per cent from August 2024.
At the Canadian War Museum in Ottawa, visitors say immersive exhibits deepen their understanding of the country’s past and present. Magalie Ruel said the displays she saw resonated with her experiences as a Medical Imaging Technologist with the Canadian Armed Forces.
“Learning about historical racism and mistreatment in the army opened my eyes to what needs to change moving forward,” she said.
Ruel added that the exhibits helped her learn better than if she had researched it on her own.
“Seeing the vehicles, artifacts, and medical pieces is much more moving in person,” Ruel said.
Mya Moberley-Patterson, a psychology student at the University of Ottawa, said she was inspired by how the museum highlighted the roles women played during wartime, as well as the choices they made.
“I like the activities where it puts you in the perspective,” of people from the past, said Moberley-Patterson. “If I was born in 1915, I would decide whether my partner went to war, making me reflect about the influence of women at the time which often gets ignored.”
Moberley-Patterson said an exhibit on nuclear war caught her attention because the use of sounds helped convey the horror of such a conflict.
“It was frightening but unforgettable, helping me understand the impact in a way reading or hearing about it never could,” said Moberley-Patterson.
The use of digital technology too has played a part in the recent growth of museum attendance. In an April 2025 report, the Centre of Economic and Business Research found public interest in museums is tied to a greater support for digitized heritage materials, and it has a “spillover” effect of supporting “wider economic development” and advancing technological discoveries.
Émilie Bossard, an analyst with Nanos Research who worked on a survey as part of the Chamber of Commerce report, said digitalization especially helps interest younger audiences.
“As our survey reflected, younger crowds are twice as likely to experience something rare and unique versus something they already know,” Bossard said.
Moberley-Patterson said her visit to the Canadian War Museum enhanced her understanding of Canada in an engaging way because of digitalization.
“Space is more engaging, especially the interactive activities,” said Moberley-Patterson. “If museums … incorporated (technology) in a fun, interactive way, I think more people would be motivated to visit.”
The Diefenbunker in Carp, Ont. has used digital tools to expand access and highlight stories about the Cold War. The technology has helped them bring forward personal stories tied to national history, says Jordan Vetter, marketing director for the Cold War museum.
“For example, our ‘Inuit Story’ exhibition looks into the experiences of Inuit (people) stationed on Arctic DEW Line sites, which were designed to alert Canada of potential missiles from Russia.”
The digital exhibits have allowed them to reach diverse populations across the province, she said.
“Digital is a key part of being able to provide accessible experiences to people (who) may not actually be able to visit the museum in person,” said Vetter. “By doing things like (giving) digital material out to schools and classrooms, the demand to want to see and experience the Diefenbunker expands.”
The Chamber of Commerce report found the relevance of such cultural representations to an audience can be a barrier to greater attendance. For example, Indigenous and racialized people are likely to avoid activities that do not reflect their backgrounds, the report said. This has challenged heritage centres such as museums and libraries to prioritize inclusive storytelling so they can reach a wider audience, said Bossard.
“Celebrating and reconnecting with your heritage and cultural centre is the most important benefit of arts and culture for one in ten people,” she said. “Ensuring that people feel represented and belong is very important to growing engagement.”
Inclusivity is key for Canadians to be proud of the stories they tell through coins, says Alexandre Reeves, senior manager at the Royal Canadian Mint. The Mint connects to the public through exhibits and commemorations of key Canadian contributions, he said.
“We have a silver coin series celebrating Canada’s Black history,” said Reeves. “It highlights little-known stories, like the founders of Amber Valley and the Black Construction Battalion, the first all-Black regiment in WWI. The Mint uses coins to bring these narratives to the forefront, deepening understanding of Canadian heritage.”
Reeves said it’s also important for people to understand misconceptions in Canadian history. On the 125th anniversary of the Klondike Gold Rush, for example, Reeves said the Mint could have told the story “from the old gold-rush miners’ perspective.” b
But this would have missed the significant contributions of Indigenous peoples at the time, he said, adding that the Gold Rush often gets romanticized, so the usual stories ignore impact on Indigenous communities.
“What we chose to do instead was look at the other side of the coin and focus on the people who were already in the Yukon at the time,” he said. “The Indigenous people … discovered the mother load and started the rush … and there was a great loss of culture and territory that affected (them). There was a displacement caused by the influx of prospectors and fortune seekers.”
Despite the success, federal funding for arts and culture sector is projected at 0.93 per cent of total expenditure in 2025–26, meaning the industry will need to rely largely on self-generating revenue. This is true of the Diefenbunker, for which Vetter said most revenue comes from admissions and fundraising.
The Chamber of Commerce report says higher per-person arts funding would strengthen community engagement, purpose, and sector resilience, sustaining social and economic benefits.
