• Achieve regional, national and European recognition of Bournemouth as a World Class Resort.

• Maximise the economic benefits of sustainable tourism to Bournemouth.

• Create a positive image for Bournemouth regionally, nationally and internationally as the premiere UK resort, conference, education and commerce centre.

• Work to attract and maximise funding available to the Town from external funding sources e.g. Europe, the Government, the National Lottery.

• Achieve a dynamic private/public sector partnership to achieve tourism in Bournemouth.

• Challenge and refine our approach to market research e.g. cultivate the special interests of our visitors and be able to access key growth markets.

• Pursue sustained external funding for upskilling the tourism workforce.

• Pursue the developments of innovative facilities e.g. theSurf Reef.

• Encourage investment in Bournemouth’s stock of the accommodation e.g. quality hotels for the conference market and avoid the loss of accommodation in prime locations.

• Encourage and support the number of local businesses with IIP status.

• Pursue creation of a world class hotel school in Bournemouth.