Vision:

• The premier tourism association in the kingdom – in terms of reputation, trust, achievements, and management style

Mission:

• At the Tourism Excellence Association, we strive to provide pioneering tourism products and services with high economic, social, and environmental returns, serving the tourism sector in Al Baha in particular and the kingdom in general, in line with the region’s development plans.

Objectives:

• Maximize the comparative and competitive advantage of Al Baha as a tourist attraction

• Organize tourism and entertainment festivals in the region

• Train and qualify young men and women in the field of tourism for the labor market

• Operate and manage tourist resorts and popular markets and benefit from the members’ expertise in the tourism field

• Strengthen partnerships with all tourism bodies domestically and internationally

• Operate and develop tourist sites in the region and preserve the gains and assets of the region’s tourism and contribute to its development

• Activate agricultural and rural tourism and create an electronic website to market and book rest houses, farms, and agricultural and heritage inns

• Market and promote tourist attractions outside Al Baha

• Establish projects in medical tourism and eco-tourism