A study conducted by Kantar Emor at the end of the year revealed that 68% of Estonian residents visited a museum or experience center in the past 12 months. This statistic shows a slight decrease from 71% in 2023. One notable aspect is that for every sixth visitor, it was their first experience at a museum in their lifetime, indicating a continuous introduction to cultural venues for many Estonians. Popular destinations include the Estonian National Museum (ERM), Kumu Art Museum, and the AHHAA Science Center, which were the most frequented in the past year.

Kantar Emor's research expert, Anu Varblane, noted that women tend to have a better familiarity with museums compared to men. The majority of Estonians are able to spontaneously recall various museums; however, there are exceptions. For instance, locations like Lennusadam (Seaplane Harbour), Narva Castle, and Paks Margareeta are notably more recognized among individuals from other nationalities, further emphasizing the cultural significance of these sites beyond local awareness.

The study also highlighted regional disparities in the recognition of museums and experience centers, with people generally being more aware of nearby establishments. This suggests an opportunity for local museums to enhance their visibility and outreach in less-frequented areas, fostering greater participation and appreciation amongst broader demographics. The findings underscore the importance of promoting cultural heritage and encouraging continued exploration of Estonia's rich historical landscape.