Policy & research

Polling finds museums are strong sources of national identity in Scotland and Wales

Red brick building with a large mural and a bold white 'CHAPTER' sign above the entrance against a clear blue sky.
25 Mar 2026

These new findings can help you highlight the civic and social value of museums and galleries to policymakers, both before and after the Scottish Parliament and Senedd elections in May.

Arts and culture, including museums and galleries, are among the strongest sources of national identity in Scotland and Wales, according to new public polling commissioned by Art Fund ahead of the 2026 Scottish Parliament and Senedd elections on 7 May.

The research, conducted by public opinion research agency More in Common, shows overwhelming public support for museums and galleries across Scotland and Wales as well as strong backing for maintaining or increasing government funding in the sector.

Arts and culture: An important part of national identity

Eight in ten people in Scotland (80%), and nearly four in five people in Wales (79%), say arts and culture, including museums and galleries, are an important part of national identity. This ranks higher, in Scotland, than Scottish football (70%) and the Scots Gaelic language (58%); and, in Wales, than Welsh rugby (76%) and the Welsh language (75%).

The findings highlight the important role museums play in communities, with four in five Scots (80%) and more than three quarters of people in Wales (77%) saying their local museums and galleries make them proud of their area.

People support investment in museums

With voters preparing to elect a new Scottish Parliament and a new government to the Senedd, the polling also reveals strong public support for continued investment in museums.

Four in five people in Scotland (80%), and almost three quarters of people in Wales (74%), say their governments should maintain or increase funding for museums and galleries. Support spans the political spectrum.

More than half of people in Scotland (52%) and Wales (53%) say they would view a political party more favourably if it promised greater support and funding for museums and galleries.

A horizontal bar chart showing the results of the survey, broken down by the political parties that survey respondents said they intended to vote for (Labour, SNP, Conservative, Reform UK). There is also a bar for ‘All Scottish people’. The chart shows that support for maintaining or increasing funding for museums and galleries spans the political spectrum.
In Scotland, 80% of people surveyed think that the Scottish Government should maintain or increase funding for museums and galleries. Support spans the political spectrum, including majorities of those planning to vote Labour (95%), SNP (93%), Conservative (82%) and Reform (79%).
A horizontal bar chart showing the results of the survey, broken down by the political parties that survey respondents said they intended to vote for (Labour, Reform UK, Plaid Cymru). There is also a bar for ‘All Welsh people’. The chart shows that support for maintaining or increasing funding for museums and galleries spans the political spectrum.
In Wales, 74% of people surveyed think that the Senedd should maintain or increase funding for museums and galleries. Support spans the political spectrum, including majorities of those planning to vote Labour (92%), Plaid Cymru (87%) and Reform (83%).

School visits are a top priority

Museums are also seen as important spaces for education. Ensuring schoolchildren can visit museums on school trips should be a top priority for museum policy among the public, with 44% (Scotland) and 46% (Wales) identifying it as a key role for government.

The research also shows that museums are widely used by families across Scotland and Wales. In Scotland, more than half of people (54%) visit museums or galleries at least once a year, while 30% visit several times a year or more; in Wales, two in five people (41%) visit at least once a year, while almost a quarter (23%) visit several times a year or more.

In Scotland, among Gen Z Scots, two-thirds (65%) visit museums annually, with almost a quarter (23%) visiting monthly.

In Wales, among parents, the majority (60%) say they visit museums annually.

We are calling for political leaders to recognise the vital role museums and galleries play, and to commit to investing in their future so that everyone can enjoy and benefit from them for generations to come
Jenny Waldman, Director, Art Fund

This research is part of our UK-wide advocacy work ahead of elections in Scotland and Wales and local elections in England.

Polling was conducted by More in Common in March 2026, among a representative sample of 1,000 adults across Scotland and a representative sample of 850 adults across Wales. Responses were analysed by age, gender, ethnicity, voting intention, region and education level using the British seven segments model.

How you can use this research

We hope this new research can support museum professionals in your work. You could:

  • share it with board members, volunteers, donors and community partners, who would all want to know that public opinion is on your side

  • engage with representatives, by using the data when meeting with or writing to your local MSP/MS or candidates to demonstrate constituent support for funding

  • combine this national data with your own visitor numbers and impact stories to show why museums matter

If you'd like to discuss how to use this research effectively in your advocacy, we're here to help. You can contact our Policy and Research Lead, Lucy Bird, at lbird@artfund.org

© Art Fund 2026. “Art Fund” is the operating name of the National Art Collections Fund, a charity registered in England and Wales (209174) and Scotland (SC038331)