Role of Czech Museums and Galleries in the Inclusion of Older Adults

As museums and galleries seek to attract and retain diverse audiences, strategic communication with older visitors becomes increasingly relevant. This study explores how age-friendly communication practices, informed by the principles of Universal Design, can improve accessibility, engagement, and inclusion in cultural institutions. Drawing on qualitative research, including in-depth interviews with older visitors and moderated user testing of selected communication materials, the study identifies common barriers older adults experience when interacting with museums’ informational and promotional content. These barriers include issues related to language complexity, visual design, channel selection, and assumptions about interests or abilities. The study further examines how tailored messages, appropriate formats, and trusted communication channels can help overcome these obstacles. The findings reveal that communicative accessibility is not only a matter of clarity or technical format, but also of trust, respect, and perceived relevance. By framing age-friendly communication as both a practical challenge and a creative opportunity, the study highlights its significance for audience development, social inclusion, and the long-term sustainability of cultural institutions.