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The Case of the Archaeological Museum of Thessaloniki
Today, museums are called to respond to rapid and multilayered challenges related to society, the economy, and the environment. In order to remain alive and functional, they need a strategic planning process that reflects the changing needs, values, and expectations of the community. The Strategic Plan is the core tool for charting this course, ensuring transparency, sustainability, and participation.
In this context, MENTOR introduces a new example of strategic planning through the methodology Museum (21), which is being implemented at the Archaeological Museum of Thessaloniki. This is an initiative that goes beyond an administrative tool and opens the path to a new kind of cultural institution—one that thinks, reflects, and co-shapes its future together with society.
What is Museum (21)?
The Museum (21) methodology, designed by MENTOR, is not simply a planning tool; it is an innovative approach that transforms the museum into a living organism, open and connected to its communities. Through participatory processes, where the voices of museum staff, experts, and the local community are seriously considered, the museum redefines its mission and its future. It is a practice that not only strengthens organizational structure but also cultivates relationships of trust, creating a strong network of mutual support and cultural democracy.
What is the Strategic Plan?
It is a structured strategic tool that outlines the priorities, goals, actions, and means of a museum for a specific period. It functions as a bridge between the present and a desired future, reinforces transparency, facilitates collaboration with external stakeholders and sponsors, and serves as the foundation for proper management of resources, human capital, and infrastructure.
The Case of the Archaeological Museum of Thessaloniki
In an era where cultural institutions are called to address complex social, economic, and environmental challenges, the need for integrated strategic planning becomes increasingly urgent. Museums are no exception. The preparation of a Strategic Plan is not a simple administrative obligation but a key tool for sustainable development, participatory governance, and strengthening the museum’s relationship with society. The case of the Archaeological Museum of Thessaloniki (AMTh) highlights the importance of participatory processes and community collaboration in developing a sustainable and contemporary museum.
The Archaeological Museum of Thessaloniki (AMTh) is one of the most important cultural institutions in Greece and the largest archaeological museum in Northern Greece. It is housed in an iconic building of modernist architecture, designed by Patroklos Karantinos, and is located in the city center, next to the White Tower. Its collection covers the entire historical course of Macedonia, from prehistory to late antiquity, with a special focus on ancient Greek culture, burial customs, daily life, the public and private sphere, as well as the cultural exchanges of the period. AMTh stands out for its contemporary museological design, its educational programs, and its outward-looking cultural policy. With a multifaceted role on both the local and national cultural map, it functions as a hub of culture, education, and research, while actively participating in international networks and scientific collaborations. AMTh, as a legal entity under public law, has the mission to protect, study, and highlight the cultural heritage of Macedonia, as well as to promote the region’s cultural development through its museological and educational activities.
In a time of rapid change, where social and environmental demands are constantly evolving, the Archaeological Museum of Thessaloniki seeks to adapt and innovate by adopting practices that enhance sustainability, accessibility, and connection with the local and wider community. Through its strategy for reorganization, the museum is committed to functioning as a living organism, open to dialogue and participation, reinforcing the importance of culture in contemporary society.
What is the process?
The development of the Strategic Plan is divided into distinct phases, which are adapted to the specific characteristics of each museum. In the case of the Archaeological Museum of Thessaloniki, the project is implemented by MENTOR with the aim of creating a pilot model of strategic planning for public museums in Greece.
The main phases of the process include:
Why is it important?
A Strategic Plan provides strategic direction for the museum, strengthens accountability and transparency, and makes the museum more resilient and flexible in facing present and future challenges. Moreover, its participatory nature cultivates trust with society and reinforces the museum’s role as a carrier of cultural democracy. In this way, a new communication network is created between the community and the museum, ultimately leading to the effective protection of cultural heritage and the museum’s sustainable development.
Benefits for the public: improving visitor experience and access to culture
The development of a Strategic Plan—especially when based on contemporary methodologies such as MENTOR’s MUSEUM (21)—has a direct and multiple benefit for museum audiences. First and foremost, it promotes equal access to cultural services, ensuring that all social groups, including vulnerable or excluded populations (such as persons with disabilities, refugees, minorities), can participate actively and without obstacles in cultural life. The museum is no longer a passive exhibition space but is transformed into a living, participatory place where visitors become co-creators of the cultural experience. Through experiential programs, multilingual tours, accessible digital platforms, and interactive workshops, the public is encouraged to discover, express themselves, and co-create the museum’s content. Furthermore, strengthening social cohesion and intergenerational, intercultural participation makes the museum a space of open communication and cultural care, contributing to the visitors’ psychosocial well-being. Finally, the implementation of evaluation systems and continuous feedback ensures that services and actions are adapted to the real needs and expectations of the communities, making the museum an attractive and dynamic institution, central to local and national cultural life.
AMTh as a Model
By adopting this approach, the Archaeological Museum of Thessaloniki places itself at the forefront of strategic cultural planning in Greece as a model. The museum’s participation in the pilot development of the Strategic Plan reinforces its institutional role and serves as an example of innovative administrative practice for the wider museum sector in Greece. The pilot implementation of the Museum (21) methodology by MENTOR at AMTh is the first application of this model in a public museum in Greece and is expected to serve as a guide for similar initiatives. This pilot project is expected to serve as a model for other public cultural institutions wishing to design their future with vision, consistency, and social awareness.
Connection with the ICOM Dubai 2025 Conference Theme
The theme of the 27th ICOM International Conference, to be held in Dubai in November 2025, is "The Future of Museums in Rapidly Changing Societies". The theme focuses on the need for museums to adapt to rapid social, cultural, and technological changes, strengthening their connection with communities and promoting participation and innovation. The MUSEUM (21) methodology, implemented for the first time at AMTh, is fully aligned with this theme, as it promotes a participatory strategic planning model that incorporates the voices of the community and staff, empowering the museum’s role as a living ecosystem of relationships and exchange. This process reflects the need for museums to act as active agents of social change and cultural democracy, as emphasized in the framework of the ICOM conference.
