To provide a professional service to visitors, professional in care and commitment, and professional in providing an objective understanding of the place visited, free from prejudice or propaganda.
To ensure that as far as possible what is presented as fact is accurate, and that a clear distinction is made between fact and stories, legends, traditions, or opinions.
To act fairly and reasonably in all dealings with all those who engage the services of guides and with colleagues working in all aspects of tourism.
To protect the reputation of tourism in our country by making every endeavour to ensure that guided groups treat with respect the environment, wildlife, sights and monuments, and also local customs and sensitivities.
As representatives of the host country to welcome visitors and act in such a way as to bring credit to the country visited and promotes it as a tourist destination.