Museums, Zoos and Parks

The 7,700 firms operating museums, zoos and parks in the US earn revenue from contributions, gifts, and grants (public and private sources); admission fees; investment income; and resale of merchandise. Museums preserve and exhibit objects of historical, cultural and/or educational value. Historical sites involve the preservation and exhibition of sites, buildings, forts, or communities that are related to events or persons of historical significance. Zoos exhibit animal life displays. Natural parks are natural areas designated for the enjoyment of the public.

Dependence on Donations

Museums, natural parks, zoos, and related organizations are highly dependent on contributions, gifts, and grants, which account for 35% of revenue.

High Value Exhibits

Many museums, zoos, and historical sites house valuable, sometimes irreplaceable, objects or animals.

Sep 22, 2026 - Museums Retain Strong Public Trust

• Public sentiment remains a strong tailwind for US museums, according to a 2026 American Alliance of Museums survey. The survey found 95% of Americans view museums as educational assets, 89% see them as contributing important economic benefits, and 96% support maintaining or increasing federal museum funding. Broad support across political affiliations, community sizes, and even non-visitors could strengthen the case for public funding, grants, partnerships, and community investment. Museums also ranked among the nation’s most trusted institutions, with trust rising to 7.3 out of 10 in January 2026 from 6.4 in 2021. While the survey specifically measures attitudes toward museums rather than zoos and parks, the findings point to durable public demand for educational and cultural attractions.
• The Arts, Entertainment & Recreation segment was one of the stronger services industries in August, ranking fifth among 12 growing industries, while the overall ISM Services PMI rose to 55.4 from 54.1. The segment reported higher business activity and new orders, ranking fifth and fourth, respectively. Employment was unchanged, outperforming the overall services sector, where employment contracted. Supplier deliveries were unchanged. Inventories declined, while overall services inventories increased. Prices were unchanged despite sharply rising prices across services. Backlogs increased, ranking second among industries reporting growth. New export orders, imports, and inventory sentiment were unchanged.
• Traditional museums are facing growing competition from immersive, for-profit attractions as consumers increasingly prioritize interactive experiences over traditional exhibits, according to a July 2026 New York Times report. Attractions such as the Museum of Ice Cream, which draws about 1 million annual visitors across six locations, are attracting families and tourists that might otherwise visit traditional museums. The shift comes as museums contend with declining tourism, rising operating costs, and weaker philanthropy. A recent SMU DataArts study found museum revenue fell 36% between 2019 and 2024, while nearly half of museums operated at a loss in 2024, up from 36% in 2019. To remain competitive, museums may need to expand interactive programming, family-focused experiences, and educational offerings while balancing entertainment with their core missions of preserving and interpreting art and culture.
• According to a report in Outdoor Life, the Trump administration’s proposed 2027 budget would cut National Park Service (NPS) operations funding by more than 25% ($736 million) while directing billions toward beautification projects in Washington, DC, raising concerns across the US parks sector. A $17.4 million no-bid fountain restoration contract in Lafayette Square alone exceeded earlier estimates by roughly $12 million. Meanwhile, the NPS faces a 24% reduction in full-time staff after DOGE-era cuts, with another 3,000 permanent jobs proposed for elimination. Critics warn the cuts could worsen a deferred maintenance backlog affecting 433 national parks and historic sites, reducing visitor services, conservation work, education programs, and wildlife management. Supporters argue DC restoration projects support tourism and national celebrations, but advocates say shifting resources away from parks and cultural institutions risks long-term impacts on public access and preservation.

Industry size & Structure

The average museum employs 19 workers and generates about $2.6 million annually. The average historical site employs 13 workers and generates about $1.2 million annually. The average zoo employs about 65 workers and generates about $7 million annually. The average natural park employs 13 workers and generates about $1.6 million annually.

• The museum, natural park, and zoo industry consists of about 7,700 firms that employ about 179,000 workers and generate $21.6 billion annually.
• The museum industry is fragmented; the top 50 companies account for about 40% of industry revenue. The historical site, zoo, and natural park industries are more concentrated, with the top 50 companies accounting for approximately 60% of industry revenue.
• Museums account for about 65% of industry revenue and 70% of firms. Zoos and botanical gardens account for 23% of revenue and 9% of firms. Historical sites account for 6% of revenue and 13% of firms. Natural parks account for 5% of revenue and 8% of firms.
• Large organizations include the Smithsonian Institution, the Art Institute of Chicago, and the San Diego Zoo.