Strategic Plan 2024–29

The National Museum of Australia will serve the Australian public through:

• Honesty and integrity
• Mutual support and openness
• Inclusion, fairness and equity
• Innovation and efficiency
• Excellence and leadership
• The quality of our welcome

Guided by its purpose and vision, and consistent with its values, the National Museum will focus on the following strategic priorities over the next five years.

First Nations

We will engage broadly and deeply with First Nations people to elevate and amplify their perspectives, ideas and voices.

Strategic Plan goals

• Implement a plan that grows our investment in First Nations initiatives over the next five years and establishes a strong cultural network within the Museum and across the country.
• Work with First Nations people to establish a shared responsibility for the cultural material we care for and open our collections to a process of engagement and reassessment, showing what we hold and how we work to share in its rich potential.
• Build core capabilities to work with First Nations histories, cultures and materials and bring cultural practices and understanding to bear on decision making.
• Collaborate with First Nations people to embed language, Country and cultural vitality in our practices, collections, systems and programs.
• Develop a case for a new permanent gallery that represents the rich and diverse histories and experiences of First Nations peoples.

Core goal: A new permanent gallery that represents the rich and diverse histories and experiences of First Nations peoples.

Connection

We will foster social connection and make the Museum a place about our future as much as it is about our past.

Strategic Plan goals

• Grow our program of early learning and school engagement to ensure inclusive, equitable and free access to education and learning opportunities for all who visit us.
• Establish partnerships that expand our points of engagement and international influence and support the Australian Government’s commitment to creating shared understanding between nations.
• Embrace the diverse stories of Australian life and experience by building and strengthening our programs and activities and collaborating with people, communities and the wider creative industry.
• Ensure our rich collection is cohesive, relevant and accessible to audiences and is recognised as one of Australia’s great historical resources.
• Invest in research partnerships that employ the unique qualities of the Museum and its collections to foster learning and create spaces for dialogue and exchange.
• Develop a case for a new purpose-built wing to foster curiosity, knowledge, learning and confidence in our youngest visitors.

Core goal: Establish NMA Young, a new purpose-built wing to foster curiosity, knowledge, learning and confidence in our youngest visitors.

Growth

We will grow the Museum’s business and audience.

Strategic Plan goals

• Maintain sustained growth and profitability in current commercial operations, including retail, venue hire, tourism and programs, with renewed focus and investment in growing e-Commerce and exploring new commercial opportunities.
• Develop a strong, cohesive brand that aligns with our vision, mission and strategic ambitions, encompassing visual identity, communication style and content approach across all our public-facing activities.
• Implement a long-term development program that fosters a network of supporters, donors and philanthropists who share in the vision and values of the Museum and contribute to our fundraising over the next five years and beyond.
• Transform our digital and technology environment to improve and expand access, reach and engagement, amplifying our brand, building our audience and increasing our relevance and social impact.
• Develop an ambitious plan for the Acton Peninsula that places the Museum at the centre of a vibrant cultural and creative precinct that drives economic and social outcomes.

Core goal: With a growing audience and solid financial base backed by philanthropic support, we can explore new territory, have bold ideas and push our leadership and impact well beyond our core capability.

Foundation

We will build operational capability to underpin our strategic ambitions.

Strategic Plan goals

• Deliver on the aspirations of the Australian Government as articulated in the National Cultural Policy and the financial investment made in the Museum to demonstrate the greatest value to the Australian public.
• Care for the Museum building and site and develop appropriate policies and plans to manage it, ensuring that its values are celebrated and retained for future use and appreciation.
• Develop and implement a strong foundation of core strategies and plans to guide the future development of the Museum.
• Safeguard the National Historical Collection by improving existing facilities and establishing a new leased storage facility.
• Continue to implement our Environment and Sustainability Action Plan, reducing our carbon footprint and environmental impact and meeting the Australian Government’s target of net zero emissions by 2030.
• Increase diversity at all levels of the Museum to create a workplace culture that fosters inclusiveness, promotes diversity, requires respect and embraces the unique skills and qualities of our staff.
• Invest in our workforce, including recruitment, training, mentorship and career growth opportunities, to enhance staff satisfaction and retention and create a dynamic and inspirational place to work.

Core goal: Pragmatic investment in building a strong foundation enables us to focus our energies on our core purpose – being a National Museum that instils a sense of pride in all Australians.