Diolch, Cadeirydd. A few things, really. The first one is that things changed significantly, as we all know, during COVID—not just for the museum, across the whole of Wales and the UK. And within that, we as an organisation were very physically based, arguably—there was a website—but that's changed significantly. And the two key ones, really, within that were that blended learning and digital learning became a big part, where we were able to, if you will, transmit live into schools and into homes directly. That will continue, and it's one of the areas I think where scaling up would be tremendously helpful, so we get a blended approach between, if you will, what has been quite traditional, on a face-to-face basis, blended with digital.
That is also true in exhibitions. Burton was the first digital exhibition at the museum—arguably born digital. It clearly started off as a physical exhibition, but became a digital exhibition for all the reasons you'd understand. Similarly, events have had to do exactly the same. So, the food festival would be a good example, at St Fagans, where clearly that was largely physically based, but became a digital event. Similarly, digital nights—if you will, a sleepover of a different version. So, it's not just about changing; it's about maintaining some of those and providing the access and the engagement. And the digitisation in terms of the collections is very, very key to that. But we have over 5 million items, and it's ensuring that the bits that we're digitising can be used, reused for public use, particularly in learning and creativity, and doing those with communities, as far as we're able on a hyperlocal basis and a local basis. It's not just about telling our story; it's about telling other people's stories and working with people to do that.
In terms of moving forward, I think that the key things for us are continuing what we've already started—some of those have been pilots—and our new strategy will enable us to do that. And digital is a key strand of that, with health and well-being and representation. And it's how those are integrated together. The strategy will take us to around 2030, beyond the term of this Government, and that will be aligned with the programme for government. But it's how those things then integrate in terms of, for example, decarbonisation and in terms of the delivery of our current services. So, we will need to look at how the role of digitisation is not just digital-born, but is actually blended into our other activity that you would more traditionally associate—.
In terms of, then, the KPIs, we are working on those with the Welsh Government, and I do expect them to change. They are quite traditionally based: number of visitors, number of website visits, income generated. And I think we need to look far wider than that and perhaps holistically, and look a bit further into more qualitative measures. So, I expect some of the quantitative to remain, but I think it's looking far wider. And the use of case studies would be the obvious way to do that. Some of those will be annually based and, at the moment, we perhaps don't have the data to have those baselines. During COVID as well, we worked with an organisation called Audience Finder to look at the data of what the visitor behaviour is, both prior, where we were in COVID, and going forward, so that can inform how we are, if you will, targeting or what we're looking for. And in terms of, then, those priorities, the elements David described at the beginning in terms of our six goals or commitments are going to be the key and the backbone of what we will deliver, and digital will be a major part of that.