Museum Strategy
Research and advisory mission for the restructuring of the museum offering in Tournai, Belgium
Built along the banks of the River Scheldt, Tournai is one of the oldest cities in Belgium. It is part of the Hainaut province, the Walloon Region, and the French Community of Belgium. Its cathedral is a UNESCO World Heritage Site. The city’s eight museums offer a uniquely diverse cultural experience.
Major cultural investments are currently underway (Carré Janson, renovation of the Fine Arts Museum, transformation of the Natural History Museum) with the aim of enhancing the appeal of the municipal collections, optimizing presentation costs, and shaping a high-level tourism offer.
The City of Tournai entrusted reciproque with a research and consulting mission, including audit, analysis, and strategic recommendations, toward the future restructuring of its museum landscape and the definition of an ambitious museum policy. The 18-month mission—partly conducted during the COVID-19 pandemic—coincided with the introduction of a new decree in the French Community of Belgium offering new pathways for museum recognition and network structuring.
From audience surveys and future-focused studies to documentation analysis, development scenario planning, programmatic writing, and strategic guidance, the entire mission was carried out in close collaboration with city departments and museum leadership.
The mission led to the development of a quantified and validated action plan, enabling the implementation of a transformation of the city's museum offering for the 2024–2027 horizon.
- To transmit, enhance, and best showcase the remarkable heritage of Tournai.
- To upgrade the cultural offer for all audiences by supporting cultural institutions in making a "quantum leap."
- To strengthen the reputation of the city of Tournai in order to increase its tourist appeal.
- To control museum operating costs through rationalization and wise investment.
