To be active social citizens, doing our part in the effort to revitalize the tourism industry by helping Jamaican businesses build their brand image and keep abreast of the constantly changing global environment, so that the island can effectively and efficiently provide the level of world class products and services that the global customer has come to expect.

To provide employment opportunities as well as other opportunities for generating additional revenues island- wide, which are part of our effort to help stimulate the local economy.