our reason for being Values BE BRAVE & BOLD FOSTER INNOVATION & DRIVE CHANGE LOVE & RESPECT OUR NATURAL ATTRACTION CONNECT & EMBRACE THE CULTURAL NARRATIVE Managing the Visitor Economy for the future will require us to be brave and bold and make generational change. Doing nothing is not a viable option. Recognise the intrinsic value and power of the natural beauty and assets that underpin visitation. Challenge the status quo, be entrepreneurial and innovative in our approach. Celebrate our culture and honor our heritage.