The Strategic Plan 2021-2024 sets out the situation the museum is aiming to achieve. The strategic objectives will form the basis for the choices the Van Gogh Museum will make with regard to its programme and activities.
The mission has been tweaked, not necessarily indicative of a major change of direction, but so that it better suits the museum: an inclusive museum that wants to inspire people with the life of Vincent van Gogh, his work and his time.
The new core values provide a compass that will guide the activities. The vision is the museum's long-term view: a museum that is at the forefront of all activities undertaken.
The mission describes the Van Gogh Museum’s main purpose:
The Van Gogh Museum inspires a diverse audience with the life and work of Vincent van Gogh and his time.
The Van Gogh Museum is authentic, in connection and original. These core values function as an ethical compass for the museum and staff. Together, the core values are the yardstick by which the museum will measure all its activities – existing and new. The core values keep each other in balance and strengthen each other where necessary.
The vision describes the Van Gogh Museum's ambition. It is based on the museum’s mission and core values and takes into account external factors and stakeholders.
The vision is the dot on the horizon; where the museum wants to be in the future.
The Van Gogh Museum has the following vision:
The Van Gogh Museum is at the forefront, is current and relevant.
We choose our own path, push boundaries and want to be an original example for – and especially with – others.
The Van Gogh Museum aims to take a leading position in its core competencies: research, exhibitions, educational programmes, publications, social media, access to the collection, development, but also in the areas of sustainability, how it functions as an employer, safety, management of visitors through its buildings, commercial activities and much more.
The museum wants to develop its leading position further in the coming years. It wants to set an example for the museum sector at home and abroad, without losing sight of its core values and mission.
In 2023, the Van Gogh Museum will celebrate its fiftieth jubilee. This extraordinary moment will be marked by extensive, distinguished celebrations, fully in line with the museum's mission and core values.