Italian museums continue to show steady growth in both attractiveness and revenue: over one billion visitors welcomed between 1996 and 2023, generating more than €4.4 billion. The figures came from the White Paper on Italian State Museums, which was generated from 27 years of data on the performance of state cultural institutions in terms of visitor numbers, including tourism flows, ticket sales, and income from additional services. Eighty-five percent of the results are predominantly concentrated within 25 major institutions, with the top three—the Colosseum Archaeological Park, the Uffizi Gallery, and the Archaeological Area of Pompeii—accounting for over half of the total visitors and revenue. The research indicates that the Italian museum system is undergoing a generally favorable trend, with increases in both paying visitors and ticket revenues, partly attributable to the annual rise in admission prices, especially since 2015 with the implementation of management autonomy. Smaller museums, on the other hand, lag behind, with yearly ticket revenues significantly lower than the economic sustainability level of a physical ticket office.