Perth Region Tourism Organisation Inc. (PRTO) is the region's peak destination marketing organisation responsible for promoting Perth and surrounds as a desirable leisure destination. PRTO is a not-for-profit marketing organisation managed by its CEO and staff and overseen by a skill-based Executive Board consisting of representatives from the tourism industry. It was established in 2004 to act as the primary body for the marketing of Perth and surrounds to domestic and international consumers, travel trade and media. Our vision is to establish the Perth region as a globally recognised must-visit tourist destination. Our mission is to increase visitor numbers, length of stay and visitor spending in the region. Our business objectives focus on building destination awareness within Australia and targeted international markets through a program of marketing initiatives that grow sustainable tourism for the region.