The Strategic Plan 2025-2028 describes the museum’s direction for the coming four years. The strategic objectives form the basis for the choices the Van Gogh Museum makes with regard to its programme and activities.
The previous Strategic Plan (2021–2024) privileges quality and inclusion over growth, without sacrificing the VGM’s leading position. The current Strategic Plan 2025–2028 continues this successful strategy.
Mission
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.
Core values
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.
Vision
The vision is our ambition: our direction of travel, our point on the horizon. The current vision was revised after discussions with the entire organisation, and it now articulates our ambition more clearly.
Our main task is to care for, display, research and expand the collection.
Our focus on Vincent van Gogh and his time makes us unique as a museum. We take the best possible care of the collection so that future generations can enjoy and learn from the art as much as we do, in a manner that suits their time.
We see the walls of our museum as porous: we are open and absorb what happens in the world around us. We are a meeting place where dialogue happens. This is how we give ever more meaning to our collection.
We feel the responsibility to lead the way, to push boundaries in our own innovative way. This is how we continue to offer inspiration to our visitors, partners and staff.
The Van Gogh Museum aims to continue in taking a leading position in its core competencies. For all target groups: 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 aims to be a beacon for the museum sector at home and abroad, without losing sight of its mission, vision and core values.
