To be a reliable and innovative institution that leads tourism, agriculture, trade, and environmentally friendly industrial development in our region; delivers effective, efficient, and measurable benefits to its members through strong corporate service infrastructure and high service quality; and stands as an exemplary, motivating organization.

• Leading tourism, agriculture, trade, and environmental investments,
• Strong, objective governance and effective lobbying in business circles,
• Planned and efficient use of resources for regional economic development,
• Unity with local stakeholders and fair mediation for members,
• Setting standards in service quality, accessibility, and visibility.