Vision & Values

Our vision

Leading the world in sustainable tourism

To deliver on this vision, the tourism industry must achieve ambitious economic goals while sharing the overwhelming benefits with supportive host communities, contributing to restoring, protecting and enhancing our natural environment, and continuing to be a high quality destination of choice for international and domestic travellers.

Our values


The guardianship and protection of our natural, built and cultural resources for the benefit of current and future generations.


Showing respect, hospitality, generosity and care for others.


A relationship through shared experiences and working together which provides people with a sense of belonging.