The first public white paper of the Future Museum project
We are thrilled to unveil the first public white paper from the Future Museum Project, titled Holistic Visitor Journey Model: Combining Physical, Digital, and Emotional Engagement in Museums. This report is the culmination of two years of intensive research (2022–2024), involving collaboration across 18 countries and four continents, with contributions from some of the world’s leading cultural institutions, including the Centre Pompidou, Guggenheim Bilbao, and the Whitney Museum of American Art.
Museums in a Changing World
As museums navigate the challenges of rapid technological advancements, global tensions, and shifting audience expectations, this white paper offers an actionable framework for reimagining the museum experience. It introduces the Holistic Visitor Journey Model, a comprehensive approach that integrates physical, digital, and emotional elements to enhance audience engagement and foster deeper connections with communities.
Key Highlights of the White Paper
Holistic Visitor Journey Model:
Physical: Onsite navigation, exhibits, and museum services.
Hybrid: Online and onsite technological touchpoints, such as apps and virtual tours.
Emotional: Feelings evoked at every stage of the visit, from pre-visit anticipation to post-visit reflection.
Research-Driven Insights:
A representative survey conducted in Germany, the Netherlands, and Dutch-speaking Belgium examined visitor behaviors, hybrid engagement, and the role of digital tools in shaping museum experiences.
Insights into "hybrid enthusiasts," a new visitor segment that values both digital and physical museum interactions.
Case Studies:
Examples from institutions like ACMI in Melbourne and the Royal Museum of Fine Arts Antwerp showcasing applications of hybrid engagement.
Strategies for the Future:
Practical recommendations for museums to adapt and thrive, from emotional design to digital transformation and personalised visitor journeys.
Why It Matters
Museums are more than spaces for cultural preservation—they are platforms for empathy, learning, and innovation. This white paper offers a blueprint for museums to remain relevant in an ever-changing world, embracing hybridisation while staying rooted in their unique identities.
Acknowledgments
This report would not have been possible without the invaluable contributions of Lauren Vargas (Your Digital Tattoo), John Falk (Institute for Learning Innovation), Izabela Derda (Erasmus University Rotterdam), and Uta Pollmer, Urban Kaiser, Christine Richter (Fraunhofer IMW), Anne Torreggiani and Jonathan Goodacre (The Audience Agency) and participants of the Future Museum cohort. Their insights and expertise shaped the research process and its outcomes.
For more information about the Future Museum Project, visit future-museum.com or reach out to research@museumbooster.com.