Program

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Open Day program Explore how museums are creating value and developing new revenue models

What is the value of a museum visit for visitors, communities and society?
And how can museums build on this value to develop more sustainable revenue models?

Museums are exploring new ways to extend their role beyond the visit, strengthen their contribution to wellbeing and belonging, and create value for different audiences and stakeholders.

Through keynotes, case studies and expert discussions, the Open Day program will bring together experiences from museums and science centres across Europe and beyond to examine the approaches already being developed — and the strategic questions they raise for the future of museums.

Speakers

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Registration & ☕Welcome Coffee

Start the day with a welcome coffee and an opportunity to connect with fellow museum and cultural professionals before the first sessions begin.

Welcome & Introduction: Musea Brugge

Opened in May 2026, BRUSK gives its entire ground floor back to the city as a freely accessible public space. Through its architecture and design, the building embodies the role of the museum as a...

MUSEA BRUGGEDirector

9:30 AM10:15 AM

Opening Keynote: John Falk

What is the true value of a museum visit, beyond the experience itself? How do museums contribute to individual wellbeing and society as a whole? In this opening keynote, John Falk will explore the...

Researcher in Museum Visitor Experience, Learning and Societal Wellbeing

10:15 AM11:15 AM

The Museum Effect: From Wellbeing to Social Prescribing

How can museums contribute to wellbeing, and how can their impact be better understood and recognised? Building on the findings of the Vienna wellbeing roundtable held on 29 September 2026, this...

Bairbre-Ann HARKIN

IMMA - Irish Museum of Modern ArtCurator IMMA Horizons - Health Partnerships

MUSEUM BOOSTERHead of Research

11:15 AM11:40 AM

☕Coffee Break & 🤝Networking

Take a short break, enjoy a coffee and connect with fellow museum professionals before the next sessions begin.

12:05 PM12:30 PM

The Louisiana Channel: Creating an Audience Beyond the Museum Walls

How can cultural institutions create meaningful relationships with audiences far beyond their physical walls? This session explores Louisiana Channel, the internationally recognised digital...

LOUISIANA Museum of Modern ArtHead of Digital Development

12:55 PM2:10 PM

🍴Lunch Break & 🎟️Guided Tours of BRUSK

Take a break, connect with fellow museum professionals and continue the conversations over a light finger food lunch. During the lunch break, take the opportunity to explore BRUSK through a...

ACMI: The Challenges of Capturing the Value We Create for Others

In a market increasingly crowded with entertainment experiences outside traditional cultural institutions, how can museums become places visitors choose to return to? Places where they are willing...

ACMI - Australian Centre for the Moving ImageExecutive Director of Experience & Engagement

Developing Corporate Training: New Partnerships and Revenue Opportunities for Museums

How can museums develop new partnerships with businesses to generate revenue while remaining true to their cultural mission and reaching new audiences? Since 2017, the Centre Pompidou has developed...

Caroline ABSI-LECAT

CENTRE POMPIDOUHead of International Development and Corporate Training

Château de Versailles: Turning Heritage into Brand Value and New Revenue Opportunities

How can museums leverage their heritage and brand identity to develop new revenue streams beyond ticket sales? With its internationally recognised name and rich cultural heritage, the Château de...

CHÂTEAU DE VERSAILLESHead of Brands and Concessions Department

☕Coffee Break & 🤝Networking

Take a short break, enjoy a coffee and connect with fellow museum professionals before the next sessions begin.

The Last Room: How Museum Shops Extend the Visitor Experience

What if the museum shop were more than just a place to buy souvenirs? Often the last space visitors experience before leaving a museum, the shop plays a key role in extending the visit, shaping...

Closing Roundtable: If Wellbeing Is the Product, Who Pays?

Museums create value far beyond the visit itself. But how can this value be recognised, measured and translated into sustainable funding and revenue models? Bringing together perspectives and...

MUSEUM BOOSTERHead of Research

MUSEUM BOOSTER GMBHCEO and Founder

🥂Evening Reception at Bruges City Hall

Continue the conversations in the historic setting of Bruges City Hall! To conclude Future Museum Open Day, participants are invited to an evening reception hosted at Bruges City Hall. An...