Vision

Leading sustainable tourism development for inclusive economic growth in South Africa.

Mission

To grow an inclusive and sustainable tourism economy through:

-good corporate and cooperative governance;

-strategic partnerships and collaboration;

-innovation and knowledge management; and

-effective stakeholder communication.

Values

Performance values

Innovative: Leveraging of resources and partnerships to optimise delivery to our stakeholders, and being responsive to change.

Ethical (good corporate governance): Encapsulating the principles of integrity, transparency and accountability.

Customer focus: Providing services and solutions in a manner that is efficient, effective and responsive.​

Organisational values

Empowerment: Create an environment conducive to growth and development for our people

Integrity: Act with integrity by maintaining the highest standards for accountability, serving with respect, honesty and trustworthiness.

Recognition: Be an organisation that values its own people by ensuring fairness of systems and processes, being supportive as well as recognising and rewarding performance.