By Francesca Romana Riello
The new access system at Juliet’s House has proved successful. In the first three months, more than 277,000 people visited the site. The Juliet’s House Museum welcomed 46% more visitors than last year. The long queues that once filled Via Cappello have also disappeared.
Three months after the new rules were introduced, the City of Verona has reported positive results. Visitors now enter through the Teatro Nuovo, where they must book in advance and enter at scheduled times. This system has changed the management of one of Verona’s most famous attractions by spreading visits throughout the day and improving safety.
The figures for April to June also show a change in tourist behaviour. More visitors are choosing to visit not only the courtyard with Juliet’s famous balcony, but also the civic museum inside the house.
Visitor Numbers Continue to Grow
During the first three months of the new system, more than 277,000 visits were recorded. Of these, over 142,000 people chose the full visit to both the House and the Courtyard, while about 135,000 visitors entered only the courtyard.
The museum welcomed 90,785 visitors, an increase of 46% compared with the same period last year. Until last year, for every person who bought a ticket for the House, about four people visited only the free courtyard. Today, the situation has changed, and most visitors now choose the complete experience.
Visitor numbers are also better organised. Around 3,050 people now visit each day, with arrivals spread across different time slots thanks to the booking system. In the past, as many as 8,000 visitors could arrive on the same day causing long waits and safety concerns.
A New Way to Visit
The new system was created through an agreement between the City of Verona, the Teatro Nuovo, and the Atlantide Teatro Stabile Foundation of Verona. Visitors enter through the historic theatre before following a route inspired by Shakespeare’s stories to reach Juliet’s Courtyard.
The booking system has ended the large crowds that often blocked Via Cappello. It has improved the visitor experience after years of complaints from local residents and negative reviews from tourists. According to the City of Verona, the new system has solved overcrowding at one of Italy’s most popular tourist sites.
In the coming weeks, the city will also launch a design competition to develop new cultural content about Shakespeare and the history of Verona.
Booking and Future Plans
Verona’s Councillor for Culture, Marta Ugolini, said the results show the great potential of Juliet’s House, but added that more work is still needed. The city plans to improve the building’s air-conditioning system, especially for the summer months, to make visits more comfortable for both tourists and staff.
Danilo Valerio, President of the Atlantide Teatro Stabile Foundation of Verona, also welcomed the results. He said the new organisation has improved visitor flow, removed long queues, and made Via Cappello easier for everyone to enjoy. The next goal is to strengthen the system and encourage more visitors to book online through the official website of Verona’s Civic Museums.
