Our mission is to create a lasting positive impression of the Memphis area by increasing the skills, knowledge and recognition of people who interact with visitors.

Our vision is a tourism and hospitality workforce is a skilled and knowledgeable population of friendly, down-to-earth people who know their city like true "insiders" and generously share their love of Memphis while providing excellent, unforgettable customer service.

Because of these hard-working professionals, the Memphis area is a place where visitors feel welcomed by everyone they meet, where visitors learn more than they expected to learn about our destination and all that it has to offer, where visitors enjoy themselves - and make plans to come back soon.