Introduction
At a complex point in time due to the outbreak of the COVID-19 pandemic, which is affecting the world at the global level, the Guggenheim Museum Bilbao, in line with its path as a leading institution in the cultural and artistic worlds, as a driving force of the regional economy, and as an institution always focused on elevating the human spirit through access to modern and contemporary art and their values, has formulated a new Strategic Plan for 2021-2023.
The Guggenheim Museum Bilbao, which has been an element of transformation and resiliency since its beginnings, remains firm and true to this essence when it comes to addressing the future challenges that the pandemic has set forth for the upcoming years at the global and local levels, as well as for the institution’s activities. While it is true that the pandemic has greatly disrupted mobility, human and social relations, and the economic context, it has also served as a time for reflection, both personal and institutional. Under these circumstances and as during previous times, the Guggenheim Museum Bilbao has created its Strategic Plan based on an analysis of the internal and external context, which has allowed it to identify challenges for the 2021–2023 strategic period and the essential and current strengths that it possesses to address this phase.