Why cultural spaces need young visitors

Here's a riddle: What has walls full of stories, rooms full of history, shelves full of books, stages full of music — and often, very few teenagers?

Answer: many of Africa's cultural spaces.

Museums, libraries, theatres, cultural centres and galleries are sometimes seen by young people as "boring," "for old people" or "for tourists." Meanwhile, Africa is the youngest continent on Earth, with a median age under 20.

That's a mismatch. Cultural spaces need young visitors to survive and stay relevant. And young people need cultural spaces more than they might think.

Why do cultural spaces need young visitors — and how can they attract them?

A young continent

The UN estimates that about 60% of Africa's population is under 25. By 2050, Africa is expected to have the largest youth population in the world. This means the future audiences, artists, curators, donors and defenders of culture are young people today.

If they don't feel connected to museums, libraries and theatres now, those spaces may struggle to survive tomorrow.

About 60% of Africa's population is under the age of 25. (UN DESA; African Union) Cultural spaces that don't reach youth risk losing their future audience.

Why young people need cultural spaces

Cultural spaces help young people understand where they come from — history, languages, traditions, art. In a world of global social media, knowing your roots builds confidence. See What a museum can teach beyond its walls.

• Identity

Seeing art, hearing music and watching theatre inspires young people to create their own work.

• Creativity

Libraries and cultural centres offer quiet, safe places to study, meet and think — away from crowded homes or streets.

• Safe spaces

The creative economy is growing. Cultural spaces introduce young people to careers in design, music, film, curation, writing, photography and more.

• Skills and careers

Cultural events bring people together across ages, backgrounds and neighbourhoods.

• Connection

Research, including a major WHO Europe review (2019), found evidence that arts and culture can support mental and physical health. See How young people can care for their well-being.

• Well-being

Joke break: A teenager said he didn't need museums because "everything is on the internet." His friend dragged him to see a real royal throne from Dahomey. He took 47 selfies. "Okay," he admitted, "the internet doesn't let you stand this close to a king's chair."

Why cultural spaces need young people

• Survival: Visitors mean relevance, funding and political support.
• New ideas: Young people bring fresh perspectives, technologies and trends.
• Future staff and leaders: Today's young visitors are tomorrow's curators, librarians and directors.
• Energy: Young people create buzz — and share experiences on social media.
• Intergenerational connection: Young visitors can learn from elders and help preserve knowledge.

"Youth is the trustee of posterity." — Benjamin Disraeli

Why young people stay away

• "Boring": static displays, long texts, no interaction.
• "Not for me": formal atmosphere, strict rules, feeling judged.
• Cost and transport.
• Opening hours clash with school.
• No information on social media.
• No connection to their interests (music, fashion, sport, tech, games).

10 ways to attract young visitors

Student days, free entry with school ID, family passes.

• Make it free or cheap for students

Guided visits, activity sheets, teacher training. See How a local exhibition reaches a new audience.

• Partner with schools

Young people trust peers. Train students or young graduates as guides.

• Use youth guides

Concerts, open mic nights, dance battles, film screenings, fashion shows, game nights, hackathons.

• Host events young people love

QR codes, audio stories, augmented reality, 3D models, virtual tours, games. Virtual museums can bring heritage to phones — useful where travel is hard.

• Add interactive and digital experiences

Exhibitions about music, football, fashion, street art, social media, gaming — linked to history and heritage.

• Connect to youth culture

Photo spots, murals, bright colours. Let young people share their visit.

• Create social media–friendly spaces

Photography, illustration, coding, podcasting, traditional crafts, dance. See The makers preserving everyday craft traditions.

• Offer workshops

Youth advisory boards, youth-curated exhibitions, student art shows.

• Give young people a voice

Evenings, weekends and school holidays.

• Open at the right times

Examples that inspire

• Fondation Zinsou (Benin) focused strongly on children and schools, offering free exhibitions, school visits, children's libraries (mini-libraries) and educational programmes, attracting large numbers of young visitors.
• Many libraries across Africa have added makerspaces, computer rooms and youth clubs. See The people keeping public libraries alive.
• Festivals like Vodun Days in Ouidah attract young people through music, performance and celebration — connecting them with heritage in lively ways.
• Museums worldwide run "late nights" with music and drinks for young adults, turning museums into social destinations.

Digital doesn't replace physical — it invites

Some argue young people don't need physical cultural spaces because everything is online. But:

• Seeing real objects has a special power (scale, texture, presence).
• Physical spaces create social experiences.
• Online content can attract young people to visit in person.

The best approach combines both: digital content that sparks curiosity, and physical spaces that deliver unforgettable experiences.

What young people can do

• Visit a museum, library or cultural centre this month — bring friends.
• Follow cultural spaces on social media and share their events.
• Volunteer at festivals and events.
• Propose ideas: exhibitions, workshops, events you'd attend.
• Create and share your own art, music and stories.
• Ask your school to organise cultural visits.

What parents and teachers can do

• Take children to cultural spaces from an early age. Early exposure predicts adult participation.
• Talk about visits afterwards: What did you like? What surprised you?
• Connect visits to school subjects.
• Encourage children's creativity at home.

See Learning beyond exams: projects children remember.

An illustrative youth takeover

Imagine a cultural centre in Cotonou (illustrative) that invites 20 young people aged 15–22 to plan a "Youth Takeover Weekend." They choose the theme: "Our Cotonou." They curate a photo exhibition of their neighbourhoods, host a rap battle about city life, run a workshop on making zines, and invite elders to share stories of Cotonou in the 1970s.

The weekend attracts hundreds of young visitors — many for the first time. Some come back for regular workshops. Two participants later volunteer as guides. The cultural centre gains new audiences, ideas and energy.

The lesson: when young people help design cultural spaces, other young people follow.

What young people say (illustrative voices)

When young people talk about cultural spaces, their comments often sound like this (illustrative, based on common themes):

• "I went once with school when I was ten. I don't remember anything except the air conditioning."
• "If there was a concert or a film night, I'd go with my friends."
• "I like seeing old things, but I want someone to explain them in a way that isn't boring."
• "I'd love to learn photography there — but I didn't know they had workshops."
• "The first time I saw the royal thrones in Cotonou, I felt proud. I didn't expect that."

These voices point to a simple truth: young people aren't against culture. They're against feeling bored, unwelcome or uninformed.

The economics: why youth programmes pay off

Some cultural managers worry that youth programmes cost money without bringing income. But young visitors can bring value in several ways:

• They attract families (children bring parents).
• They create social media visibility that attracts other visitors.
• They become volunteers, interns and future staff.
• They make cultural spaces eligible for education and youth funding from governments, foundations and embassies.
• They build long-term audiences who may later become paying visitors and donors.

In a continent where the majority of people are young, investing in youth isn't a side activity. It's the core strategy.

Joke break: A museum director once said his best marketing campaign cost nothing: he let a school group take selfies with a 150-year-old statue. By evening, half the city had seen it. The statue, as usual, said nothing — but it looked very popular.

The future walks in young

Cultural spaces keep a society's memory. Young people carry that memory into the future. When they meet — in museums, libraries, theatres and cultural centres — both become stronger.

So open the doors wider. Turn up the music a little. Let the young people in. They're not just the future audience. They're the future of culture itself.

Keep reading: The artists telling stories of today's Benin, How music changes the way we remember a place, and our Art & Culture section.

Questions

Why should young people visit museums and cultural spaces?

They build identity, creativity, skills and connection, offer safe spaces and can support well-being.

How can museums attract teenagers?

Free entry, school partnerships, youth guides, events like concerts and film nights, interactive and digital experiences, workshops and youth-led programmes.

What share of Africa's population is young?

About 60% of Africa's population is under 25, according to UN estimates.