To develop Greater Manchester into a leading leisure, learning and business tourist destination for domestic and international visitors, enhance the national and international reputation of the city-region and promote sustainable economic development and growth.
Develop the Manchester brand through promotion of the city to focus on the contemporary and traditional strengths of the city-region’s culture.
Increase the interest in, and visitors to the city, through the creation of a world-class events programme that builds on the success of the Commonwealth Games and strengthens the Manchester brand.
Position Manchester as a vibrant international destination, which also acts as a gateway to the Northwest and represents an alternative gateway to Britain.
Ensure that Manchester is further established as one of Europe’s leading business destinations.
Support the enhancement of the tourism product in Greater Manchester through the development of tourism infrastructure.