Corporate Vision

To be the leading centre in providing strategic market research inputs for policy formulation in the development and promotion of sustainable tourism in Malaysia.

Corporate Mission

a) To be the Centre of Excellence for undertaking tourism strategic research on market intelligence particularly on emerging tourism markets and in the provision of capacity building services. It is  committed to serve the government and other stakeholders by providing and objective and impartial understanding of the tourism issues on national, regional and global importance; and

b)  To promote goodwill among the Muslims people via tourism.