The mission of the Gauteng Tourism Authority is to develop, promote, coordinate and facilitate responsible and sustainable tourism in the Gauteng global city region, and to create a world-class destination that attracts business visitors and all other tourists to the province, benefits our people, and contributes to job creation and economic growth.

The entity’s strategic goals are to create and promote a world-class tourist destination; contribute towards tourism sector industry development; facilitate industry coordination and cooperative governance; foster a responsible and sustainable tourism industry; and implement progressive corporate governance practices.