Our Vision & Values

We are different by design. Brining together excellent people, ideas, and resources we help strengthen the potential for individual businesses, destinations, and the tourism industry to deliver memorable, engaging travel experiences.

We Have One Goal ... And It's Simple

To inspire tourism businesses and destinations to deliver memorable visitor experiences.

Our Vision

To be the place where tourism professionals come to connect with colleagues, share information, meet people with like-minded interests, and have access to high quality tourism industry training, coaching, and business development support.

Cornerstones Of What We Value And Enjoy

Connecting people, ideas, and opportunities in meaningful ways.
Inspiring learning that leads to positive change.
Innovating, shaping and sharing knowledge.
Creating meaningful, practical, learning experiences grounded in theory, research, and operational experience.
Engaging with people, businesses, communities and destinations to grow the tourism industry through sharing ideas, celebrating success, and tackling challenges with the collective wisdom of many.
Pushing the envelope for tourism development in ways that causes people to think, reflect and act on the changes, challenges and opportunities of a continually evolving and complex industry.
Respecting the unique balance for responsible tourism that every tourism professional, business and community has to manage to make a difference.

Our Beliefs

Managing the customer lifecycle and visitor experience are essential to long-term success in the tourism industry.

Do what you do best, partner for the rest.™
Change is inevitable. Embrace it, learn from it, celebrate your new accomplishments.
Continuous learning is essential to building a strong team, a strong company.
Dare to be different. Define what makes your company unique for your customers then stay focused on delivering excellence.
Shifting from the ME to the WE will strengthen your business and our industry.

Our Desire Is To Be A Catalyst In

Extending the reach of tourism industry training investments by making them available online and ensuring learning resources are co-branded. This means that investors benefit by having their company’s contribution recognized over the long-term use of the materials.
Assisting small and medium businesses, tourism businesses and communities access quality training and coaching on a year round basis.
Providing options that can decrease the costs of face-to-face tourism training by combining it with online learning solutions, before, during and after the program.
Connecting operators and educators in developing and delivering training so our programs benefit from sound business theory and real world experience.
Building capacity before, during and after formal investments in training and business development initiatives through creating an online community of like-minded professionals.