In 2015, two key strategic goals were agreed for the period 2016-2020. Each of them can be divided in two sub-goals:
To grow a membership that supports, and that is supported by, the association
- To achieve independent long-term financing through membership fees which requires a significant growth in numbers (Mission 2020)
- To encourage members to take responsibility for specific tasks in order to be able to manage these tasks and to meet the requirements of a contemporary network.
To anchor heritage interpretation at European and national levels
- To become a perceptible player in Europe at international, national and regional levels
- To serve as a European platform for exchange between associations, universities, providers and professionals.
Annual management plans with measurable key objectives are set up in order to achieve these goals.