The museum’s mission statement, vision and core values are formulated and clarified in: 'Van Gogh aspires. Strategic Plan 2018 - 2020'.
The strategic plan 2018-2020 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 Van Gogh Museum has determined the following mission:
The Van Gogh Museum makes the life and work of Vincent van Gogh and the art of his time accessible and reaches as many people as possible in order to enrich and inspire them.
The Van Gogh Museum is leading, excellent and inspiring. These core values function as an ethical compass and are at the heart of corporate culture at the museum.
The vision is based on the museum’s mission and core values, and it also takes external influences and the most significant stakeholders into consideration.
The Van Gogh Museum excels in carrying out its Primary Objective, handled by the sectors of Museum Affairs, Public Affairs, Operations and by VGME Ltd, and to achieve this, collaborates with various parties in the Netherlands and throughout the entire world.
The main objective of the Van Gogh Museum is the management and conservation of the collection and making it accessible to as many people as possible, both physically in the museum and digitally, and both for Dutch and international visitors.
Visitor experience (both online and at the museum) is the focus of all activities in and linked to the museum. The museum needs to be a unique, special and inspiring experience for each visitor.
The museum has a stable and balanced income structure. Commercial activities contribute to the realisation of the Van Gogh Museum 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 VGM’s mission and core values.