Lucca Launches Unified Museum Pass to Boost Cultural Tourism

The city of Lucca has officially introduced the Lucca Visit Card, a new integrated museum pass that gives access to the city’s main cultural sites with a single ticket. Designed to enhance the visitor experience and promote a more connected and inclusive cultural offering, the initiative marks a significant step forward in the city’s tourism strategy.

The Lucca Visit Card brings together, for the first time, a wide network of museums and heritage sites under one ticketing system. Visitors can now explore both iconic landmarks and lesser-known treasures without needing to purchase separate admissions.

Two types of cards are available:

• Lucca Visit Card Incanto: €29 for 3 days of access
• Lucca Visit Card Meraviglia: €48 for 10 days of access

Each card includes entry to the following locations:

• National Museum of Palazzo Mansi
• National Museum of Villa Guinigi
• Cathedral Museum and Archaeological Complex
• Lucca Botanical Garden
• Puccini Museum – Birthplace Home
• Guinigi Tower
• Basilica and Bell Tower of San Frediano
• Torre delle Ore (Clock Tower)
• Domus Romana
• Ancient Mint Museum
• Barsanti and Matteucci Museum of the Internal Combustion Engine

The card is available to anyone aged 16 and over. Entry is free for up to three children under 16 when accompanied by a cardholder, and for people with disabilities.

The estimated individual cost of visiting all included sites separately would be around €66, making the card an economically advantageous option—with savings of up to 56% compared to standard entry fees.

Beyond convenience, the Lucca Visit Card aims to encourage the discovery of lesser-known locations and to help redistribute tourism flows more evenly across the city. It also acts as a promotional tool, highlighting the richness and diversity of Lucca’s cultural heritage.

The project is managed by Lucca Plus S.r.l., which oversees ticketing, communication, and e-commerce. The card will soon be available at museum ticket counters (except those with free admission), local tourist information centers (IAT), and online through a dedicated platform offering customer support and digital services.

The initiative is part of a broader long-term agreement between the municipality and participating institutions, valid until January 31, 2028. A large-scale international marketing campaign is expected to accompany the launch.

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