Onuba Ngozi

Assistant Chief Museum Education Officer, NCMM Abuja

August 7, 2023

Understanding the Role of Museums

According to the International Council of Museums (ICOM), 

“A museum is a not-for-profit, permanent institution in the service of society that researches, collects, conserves, interprets and exhibits tangible and intangible heritage. Open to the public, accessible and inclusive, museums foster diversity and sustainability. They operate and communicate ethically, professionally, and with the participation of communities, offering varied experiences for education, enjoyment, reflection, and knowledge sharing.” (2002)

This definition emphasizes that museums are spaces designed to serve the public by preserving and showcasing heritage, while fostering community engagement and lifelong learning.

Who Are the Museum Visitors? 

Museum visitors are individuals who attend the museum primarily for research, educational enrichment, or cultural appreciation. These visitors typically pay a modest entry fee and are guided through exhibitions and galleries, engaging deeply with the museum’s collections and narratives.

Who Are the Museum Users? 

Museum users, on the other hand, are those who utilize museum facilities for non-curatorial purposes, such as weddings, parties, meetings, and other events. While their presence supports the museum’s sustainability through rental income, they often do not interact with or explore the museum’s exhibitions.

Refocusing Museums in the 21st Century 

Modern museums are increasingly evolving beyond being mere repositories of artifacts. Today’s museums are service-oriented, socially relevant institutions that engage with the pressing issues of the day and reflect the values and aspirations of their host communities.

To truly fulfill their role, museums should aim to attract more visitors than users—encouraging interaction with collections, participation in programs, and educational exploration.

Here are several strategies to support this goal:

 1. Community-Centric Research and Engagement

Museums must invest in research to better understand their audiences. Establishing a Museum Marketing Department is vital to:

• Conduct SWOT and SMART analyses
• Collect and interpret visitor feedback
• Develop programs tailored to diverse interests and needs

This approach enables museums to design engaging content and meaningful visitor experiences.

2. Inclusive and Collaborative Programming

Programs should be inclusive, co-created with host communities, and reflective of shared cultural values. A great example is the National Museum, Jos, Plateau State, which collaborates with its host communities to celebrate International Museum Day, featuring cultural displays and exhibitions that affirm community ownership of the museum space.

 3. Improving Accessibility

Most Nigerian museums were not originally built to accommodate diverse audiences, particularly individuals with disabilities. To attract more visitors, especially those with special needs, museums must upgrade their infrastructure by providing:

• Ramps and fatigue breakers
• Braille signage and audio guides
• Multimedia displays and sensory-friendly devices
• Quiet zones and dim lighting for photosensitive visitors

Creating a truly inclusive space encourages repeat visits and broadens the museum’s audience base.

 4. Refreshing Exhibitions

Permanent exhibitions, though valuable, may become monotonous for repeat visitors. Museums should regularly curate temporary and thematic exhibitions to spark renewed interest, showcase current topics, or highlight hidden stories from their collections.

 5. Leveraging Digital Media

To reach a wider audience—especially younger demographics—museums must actively engage in digital marketing. Suggested platforms and tools include:

• Social Media: YouTube, X (formerly Twitter), Facebook, Instagram, Snapchat, Reddit, Quora
• Branded souvenirs with museum imagery or cultural themes
• Newsletters, e-magazines, flyers, and press releases to keep the public informed

A consistent digital presence helps amplify visibility and connect with diverse communities.

 6. Membership and Youth Engagement

Museums can build a loyal visitor base by launching:

• Friends of the Museum programs with discounted memberships (monthly, quarterly, yearly)
• Museum clubs in schools to encourage cultural education from a young age
• Incentives such as entry vouchers, coupons, and free/discounted program access
• Partnerships with organizations for sponsored tickets and giveaways

These initiatives foster a sense of belonging and appreciation for museum spaces.

Final Thoughts

Museums are the custodians of a nation’s cultural identity, preserving history, traditions, and heritage for present and future generations. Nigeria is home to 54 museums, with some states, like Osun and Rivers, housing two each. These institutions safeguard our collective memory.

When we visit museums, we deepen our understanding of our own culture and that of others, gain insight into the lives of our ancestors, and build bridges across ethnic and regional divides.

Visit a museum today—reconnect with your heritage and support cultural preservation!