The Van Gogh Museum in Amsterdam is looking to create a new revenue stream by offering its expertise to other institutions and collectors—for a fee. The museum will provide practical advice on everything from the transportation and restoration of works to how to create “an unforgettable visitor experience”, according to marketing materials. The museum’s managing director, Adriaan Dönszelmann, hopes the programme will reduce the museum’s reliance on tourism (85% of its visitors are foreign). He told the New York Times that he expects the project to generate 5% of the museum’s €45m annual operating budget. During a two-year trial period, the institution organised training sessions for Chinese museum professionals and provided tips on sustainable climate control to an art storage company.