Core Values

• Integrity – Upholding ethical standards and transparency in all tourism practices.
• Excellence – Continuous training and development to raise competence levels.
• Collaboration – Working closely with government, industry bodies, and members to promote tourism.
• Accountability – Setting and regulating standards for members while ensuring discipline and professionalism.
• Service – Safeguarding tourist interests and ensuring quality experiences.
• Knowledge Sharing – Collecting, disseminating, and applying useful information for the benefit of members.
• Community Building – Promoting social, cultural, and educational activities for members and their families.
• Sustainability – Encouraging responsible tourism practices to protect destinations for the future.