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Our non-profit focus is on maximizing our collective efforts to impact the tourism industry and the environment we live in. Our members and volunteers will provide the momentum that helps us affect change. Using world best practices, we will provide solutions for our members that make a long-lasting difference. Life work balance is integral to the success of our members while empowering their collective talents, ambitions and career goals. Our niche market is the 1. 8 million tourism and hospitality workers in the sector. We seek longer hours and months evolving into a more sustainable tourism career. 

Our mission is to empower and uplift tourism employees by providing comprehensive support through innovative initiatives. We are committed to fostering a thriving and inclusive work environment that prioritizes the well-being, professional growth, and financial stability of our team members. Through continuous training, mental health resources, and community engagement, we aim to create a resilient workforce that can adapt to the dynamic nature of the tourism industry. Together, we strive to enhance the quality of life for our employees, ensuring they are valued, respected, and equipped to deliver exceptional experiences to our guests.

We have lobbied government for more affordable housing for our tourism workers with a series of proposals to build over 300,000 condos and townhouses between 2025 and 2030. In 2025, we will be launching twenty new attractions and tours in Ontario and continuing across Canada. Likewise, our provincial headquarters will commence in each province from next year for our administrative staff, recreation, training facilities, marketing department and management