Members will always strive to meet the highest evolving standards of Competence in the profession and add value to organizational success.
Members will deal with all tourism stakeholders with utmost Integrity and create an environment of trust leading to Ethical success of their organisation.
Members will ensure that they are reliable and consistent in all their actions by accepting responsibility for their decisions and actions thereby creating credibility for their profession and themselves
They will be objective in all their actions and decisions and foster fairness with firmness.
They will conduct themselves in a way that facilitates growth and development of all those they are responsible for.
They will strive to be a role model for all others and champion exemplary practice of the tourism profession.
They will respect the rights of privacy, will not use their position for personal gains and ensure that there is no conflict of interest in what they do with any of tourism stakeholders.