Our Vision

Our Mission

Our Aim

To build upon the city's expanding proposition to create a tourism economy worth £1 billion by 2010

Our Objectives

To act as the tourism industry's champion and provide strategic leadership
Drive initiatives to improve the quality of the visitor experience
Attract more visitors by marketing the city in the UK and selected overseas markets
Work proactively with others to promote collaboration and support the work of strategic partners
Promote sustainable tourism development

Our values

The values that underpin all we do are:

Partnership - working closely with stakeholders to deliver shared aims and ambitions
Leverage - using our resources to complement and add value to the investment made by our partners
Integrity - maintaining confidences, being honest, thoroughly professional and fair in all we do
Leadership - acting as the authoritative voice of tourism
Responsiveness - reflecting the needs and priorities of all our stakeholders, including the industry, the local community, our members and strategic partners.
Sustainability - promoting and encouraging sustainable practices within the industry