Museums must win hearts before winning visitors – Modupe

Chief Museum Education Officer at the National Commission for Museums and Monuments, Osogbo, Osun State, Adewole Veronica Modupe, has stressed that Nigerian museums are struggling to attract visitors not because they lack heritage or value, but because they fail to connect ethically and emotionally with the public. “Museums must win hearts before they win visitors.”

Museums, she explained, were more than just buildings filled with artefacts.

“They are cultural institutions and tourist destinations, serving as custodians of Nigeria’s history and heritage. Yet, many Nigerians today have seemingly lost their way to these centres of learning and national identity,” she said.

She believes that the decline in patronage was not due to the irrelevance of museums, but rather the absence of certain ethical values that foster engagement.

She emphasised that the survival and growth of any museum depends greatly on its ability to maintain a meaningful relationship with its audience. According to her, “The role of human relations cannot be overstated. Good communication and genuine human connection create a welcoming atmosphere, while poor interactions can drive potential visitors away.”

She highlighted the importance of language in the equation, saying, “Language is one of humanity’s greatest assets. Within any organisation, especially museums, it is a powerful tool for engagement and development. The way museum staff communicate with visitors can determine whether someone feels seen, respected and inspired to return.”

She also pointed out that the staff’s discipline and professionalism are non-negotiable. Museum employees are often the first people that visitors encounter. Their attitude, tone and approach can make or break the museum experience.

In Modupe’s view, Nigerian museums must adopt a culture rooted in ethical values, positive human relations, appropriate and effective language use and disciplined, courteous staff. These values, she believes, can transform museums into vibrant spaces where history is not just preserved, but felt, experienced and appreciated by all.

She urged the Nigerian museums to reconnect with the people, stressing, “Only then will they become the lively, respected cultural hubs they are meant to be.”

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