The Virtual Museum Phenomenon – A Big Opportunity for the Smallest
Today, visiting the world’s leading museums no longer requires leaving home. Even small regional museums have become unexpected beneficiaries of rapid advances in digital technology.
Advantages of Online Tours and Virtual Exhibitions
The main advantage of a virtual museum is accessibility. Anyone with a stable internet connection can explore collections from almost anywhere in the world, often at no cost.
Equally important is scale. Physical exhibition halls are limited by space, while digital environments are not. Virtual platforms make it possible to showcase an entire museum collection, including items that rarely or never appear in traditional displays.
There is also a significant economic effect, even if it is not immediately obvious. Online visits are usually free, but they allow museums to promote art and local culture far beyond their regions. This visibility increases interest in specific places and helps attract tourists from other countries.
A New Tool for Large-Scale Cultural Goals
In Russia, the government has actively supported the digitalization of cultural heritage. Over the past three years, more than 90 virtual museums have been created. One of the key shifts is that access to advanced technology no longer depends on geography. Even remote cultural institutions can now go digital.
Russia has also launched 3D tours of open-air museums. One notable example is a series of virtual tours of ancient rock carvings located in hard-to-reach areas of Siberia.
Virtual museums are not positioned as a replacement for physical spaces. Instead, they have become an effective tool for promoting culture, especially local and rarely accessible heritage sites. They allow museums to present exhibitions without risking damage to fragile artifacts.
Online exhibitions often act as teasers. International experience shows that virtual visits increase real-world attendance, as people who explore museums online are more likely to travel to see them in person. For small museums, this creates a chance to become tourist destinations, hubs for cross-cultural exchange, and partners in international research projects.
From the 1990s to Mass Adoption
The history of virtual tours is closely tied to the development of the internet. The first attempts to digitize museum collections appeared in the 1990s.
By the early 2000s, virtual copies of exhibitions were no longer optional. Over time, they became mainstream, and the number of online visitors began to rival physical attendance.
Alongside standard 3D tours, online guided tours have gained traction in Russia. The State Hermitage Museum, for example, experiments with author-led digital tours hosted by well-known public figures to keep global audiences engaged.
While major museums naturally lead these experiments, a new trend has emerged. Small regional museums are now using digital tools to promote themselves internationally. Institutions that were virtually unknown a few years ago are now attracting audiences far beyond Russia.
The Most Engaging Virtual Journeys
Virtual travel has become a gateway to some of Russia’s most distinctive cultural sites. Visitors can take the “Weapons of Heroes” tour at the Tula State Museum of Weapons, where each exhibit, from the Mosin rifle to the Makarov pistol, is presented with detailed technical descriptions.
Another option is a walk through the estate of painter Vasily Polenov near Tarusa, where visitors can explore the grounds and the artist’s house. In this virtual environment, it is always summer.
Digital tours also make it possible to explore Suzdal through aerial panoramas, church interiors, and audio guides, offering a full impression of the city before a real trip.
Even the remote island of Kizhi on Lake Onega is accessible online. A guided virtual tour introduces visitors to the UNESCO-listed Church of the Transfiguration, built almost entirely without nails. Other tours explore a 19th–20th century Russian village in the Vologda region and the Decembrist Museum in Chita.
Boosting Regional IT Markets
The growth of virtual museums has created strong demand in the regional IT services market. High-quality visualization, immersive navigation, audio guides, mobile applications, and even themed games based on museum collections have become competitive advantages.
Meeting these expectations requires advanced technical expertise. As a result, the trend is accelerating the development of regional IT ecosystems, linking culture, technology, and creative industries.
Digital formats are shaping the future of cultural engagement. In this evolving landscape, small museums are no longer on the periphery. They are becoming active participants in a new, globally connected digital culture.
