TRACES aims to help the European museums on identifying, developing and sharing know-how, competences and skills required to develop and implement a digital strategy focused on audience development.In an increasingly dynamic digital consumer context, most cultural sectors remain lagging when it comes to catering to significant shifts in the way people experience, interact or share content. European museums do not all yet fully use the digital technologies available to close this digital gap. TRACES will bring together these museums in need of capacity building about ‘going digital’. The partnership offers a funded 3 day workshop open to European museums. The museums are selected through an application procedure with focus on the museum’s digital maturity level. In 3 cross border workshops we transfer knowledge and educate museum professionals, together with experts and students, in the deployment of innovative digital technologies to communicate and engage with new or existing audiences. Each workshop focusses on a different aspect of creating and implementing a digital strategy, sequentially organised according to their level of complexity. The first module (MMEx) concentrates on museums with a rudimentary level of digital engagement and explores the basic principles of a digital strategy. The second module (Thomas More) submerges participants with a medium level of digital maturity in the world of digital storytelling. The third module (NHTV) gives an introduction to participants with a higher level of digital maturity about the latest innovative digital technologies. At the end of the workshops participants will have hands-on experience on how to develop a digital strategy, create digital stories and integrate innovative media technologies. This project will give museums the necessary insights on how to adjust to the digital shift and initiates the adaptation of the study programmes to the current need of digitization in the cultural industries.