Diversifying Museum Visitors Project Gathers Pace


The AIM (Association of Independent Museums) led  Diversifying Museum Visitors Project is now entering an exciting phase, with 20 museums from across the UK, selected from over 60 applications, to share their experience or explore ideas about how to diversify visitors to their sites. In addition, there are a further 80 museums and museum professionals registered to keep updated on all aspects of the project.

The project will focus on creating useful case studies, toolkits and practical advice through co-creation of resources with the participating museums. A review of existing literature and research covering diversity topics is also underway, along with identification of success stories that all UK museums can benefit from.

The project steering group includes AIM and four other organisations who are funding the project – Arts Council England, the Museums Archives and Libraries Division of the Welsh Government, Museums Galleries Scotland and National Museums Northern Ireland – as well as the Museums Association and people working in museums that have specialised in this area. The project will cover museums of all types, across the whole UK. The project is being delivered by Julie Aldridge Consulting in partnership with Mel Larsen and Pam Jarvis.

The museums taking part are:

  • Beamish Museum (pioneer)
  • Black Country Living Museum (pioneer)
  • Museum of Cambridge (pioneer)
  • Cardiff Story Museum (pioneer)
  • Colchester and Ipswich Museums (pioneer)
  • Museum of Croydon (explorer)
  • Derby Museums (pioneer)
  • Doncaster Heritage Services (explorer)
  • Egypt Centre, Swansea (explorer)
  • Glasgow Women’s Library (pioneer)
  • National Justice Museum (explorer)
  • National Museums Liverpool (pioneer)
  • National Museums Northern Ireland (pioneer)
  • Paisley Museum, Renfrewshire (explorer)
  • People’s History Museum (explorer)
  • National Museum of the Royal Navy, Northern Ireland (explorer)
  • V&A (pioneer)
  • National Museum Wales (pioneer)


The pioneers are venues that have evidence of achieving success in several areas of visitor diversity already.  They will now be joined by the explorers who have started to diversify their visitors and now want to take this to the next level.  Both groups will be involved in creating a toolkit to roll out to the sector as a whole.

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