To be the global center of excellence in the development of Muslim Friendly Tourism by maintaining inclusivity that contributes to the development of global responsible and sustainable tourism industry
- Developing responsible and sustainable tourism industry to increase the prosperity and welfare of the people as written in the Pancasila and the preamble to the 1945 Constitution of the Republic of Indonesia.
- Becoming an integral part of national development, in the field of Muslim-friendly tourism which is carried out in a systematic, planned, integrated, sustainable, and responsible manner for the national interest.
- Fostering collaboration between stakeholders within the national economy in order to share information and contribute ideas so that they can strengthen business commitments by implementing sharia concepts for the success of the National Tourism Industry.
- Preparing and developing human resources that support the growth and development of Muslim Friendly Tourism in particular and responsible & sustainable tourism industry in general.