- Develop the Manchester brand through promotion of the City to focus on the contemporary and traditional strengths of the city-region's culture.
- Increase the interest in, and visitors to, the City, through the creation of a world-class events programme that builds on and strengthens the Manchester brand.
- Position Manchester as a vibrant international destination, which also acts as a gateway to the Northwest and represents an alternative gateway to Britain.
- Ensure that Manchester is further established as one of Europe's leading business destinations.
- Support the enhancement of the tourism product in Greater Manchester through the development of tourism infrastructure.