A study conducted by Kantar Emor revealed that 68% of Estonians visited museums or experience centers over the past year. Notably, one in six visitors indicated that it was their first museum visit ever. This statistic suggests a growing appreciation for cultural experiences among the population, particularly within Estonia's younger and more diverse demographic. The findings highlight the importance of museums as a cultural cornerstone within the community.

The research identified the most popular museums and experience centers in Estonia, which include the Estonian National Museum (ERM), Kumu Art Museum, and the AHHA Science Center, alongside the Estonian Open Air Museum and the Estonian Maritime Museum ranking among the top visited. These venues have not only drawn repeat visitors but have also become key drivers in promoting cultural engagement across the nation, demonstrating their relevance in the societal landscape.

Differences in visitation patterns were also noted across various demographics, with a significant proportion of first-time visitors coming from ethnic minorities. Family visits remain dominant, but there is a noticeable trend of men opting to visit alone more frequently than women, who tend to go with friends. Kantar Emor’s expert Anu Varblane highlighted that women generally have a better awareness of museum offerings, which could influence their visiting habits. This information could inform museums on how to market themselves more effectively to different demographics, enhancing future engagement efforts.