Museum industry in Russia demonstrates significant growth mainly caused by the expansion of various digital opportunities. According to the Ministry of Culture, since 2012 museum attendance increased by 65 million per year, and the revenues of museums from paid services rose from 6.2 to 17.7 billion rubles. The most anticipated technology by visitors are VR/ AR and virtual assistants.

The proliferation of the Internet of Things and digital formats provides museums with more access to information about visitors and their preferences. This will provide museum visitors with the opportunity to customize their visit - to walk through the museum exactly as it suits them best according to their preferences.

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