To enable Britain’s tourism industry to capture its share of global and domestic growth across our nations and regions and build on tourism’s record of success, our mission is clear:

To make tourism one of the most successful and productive sectors for the UK economy.

We are going to work to achieve this by:

• Growing the value of tourism
• Driving the dispersal of tourism value across Britain
• Supporting productivity optimisation
• Being the expert body on growing tourism
• Delivering a clear strategy for England