People travel for a variety of reasons: to escape, explore, understand and participate. But at the core of the experience lies the destination — the place that hands something to the traveler to keep forever and share with others. Our mission is to help destinations and organizations put in place strategies and programs that will best tell their unique story and become an inviting host for visitors no matter the purpose of their journey. Tourism Board and Destination management organizations (DMOs) are often the only advocates for a holistic tourism industry; and in this role they ensure tourism’s positive impacts on the environment and local communities as well as the sharing of opportunities for a vibrant exchange of people. We support and assist the tourism industry of each country in need of developing their own plans for growth. We promote strategic alignment and partnership around a common vision of successful and sustainable promotion of tourism.