Worldview

We are inspired by the power and potential of tourism to create meaningful change in our world.

We believe that tourism can contribute to flourishing peoples and places.

We recognize that every destination is first and foremost someone's home.

We feel responsible for working to ensure that the unique ecosystems and peoples that bring places to life are honoured and respected.

Vision.

The places where people live and visit, and everything that brings them to life, are flourishing!

Guiding Principles.

  • Remember that travel and tourism do not exist in a vacuum

  • Recognize and appreciate diverse forms of capital

  • Be comfortable being uncomfortable, and have the important conversations

  • Seek to activate the potential in others

  • Invest as much in the process as in the outcomes

Values.

  1. Honesty and integrity

  2. Trust and respect

  3. Kindness and empathy

  4. Curiosity, creativity, and happiness

Mission.

To co-create value in the world through and beyond tourism

Affiliations

Perpetual students of tourism, we see much value in being active members of the following organizations:

The Tourism Industry Association of Canada
The Indigenous Tourism Association of Canada
Adventure Travel Trade Association