ONE VOICE The Alliance’s aim is to lead with one united industry voice, and foster information, education and collaboration across the entire tourism sector. For the Alliance, representing the whole tourism industry means; • Both the formal and informal tourism sectors • All tourism businesses ranging from start-ups right through to large operators • Working alongside and supporting current tourism sector associations • Embracing gender equality, social and cultural inclusion • A truly national focus on visitor experiences across the country. OUR VALUES Inclusive, agile, innovative and collaborative.