Strategy and organisation
In 2023, the Royal Danish Collection set the course for 2030 with a new strategy. Our new strategy defines our common goals and lays a basis for development over the coming years.
The core of the strategy is to place the guest centre-stage. With a focus on our guests, we aim to enhance the visitor experience and the appeal of the Royal Danish Collection and pursue our commercial potential. Internally, the Royal Danish Collection aims to be the best workplace in Denmark.
Mission and vision
The foundation for the strategy is the Royal Danish Collection’s mission and vision statements. Together, they lay the basis for the development of the Royal Danish Collection and defines the organisation’s fundamental justification and purpose:
Mission
The Royal Danish Collection is the kingdom’s treasury. Through our unique collections, we give everyone, above all, the Danish people, insight into the history of the Danish monarchy and the life of Danish kings and queens, from cradle to grave.
Vision
We tell relevant stories that are move, surprise and challenge our guests. We do this by meeting our guests with a generous spirit at every level of the organisation.
Strategic focus areas
The strategy is pursued via four strategic focus areas that are key to the development of the Royal Danish Collection. These four focus areas are assigned equal importance and are always considered in our development projects.
The strategy has the following focus areas:
Appeal
We aim to enhance our brand in relation to promotion, sale and marketing to become an attractive choice for a wide audience, with particular focus on Danish guests.
Spectacular experiences
Based on our research, communication activities and exhibitions we aim to heighten the experience visitor. It should be spectacular and of exceptional quality – and always created with the guest in mind.
Hospitality
We aim to be good hosts and offer quality hospitality to each other and our guests and to ensure enhanced quality throughout – before, during and after the visit.
Cohesion
We aim to enhance our internal cohesion on a basis of shared values, communication, well-being and digital solutions.
Organisation
Director: Lord Chamberlain Christian Schønau
Museum director: Thomas C. Thulstrup
HRH Princess Benedikte is Honorary Patron of Koldinghus
