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Vision
“To be a leading tourism authority that is positioning the Emirate of Abu Dhabi as an outstanding, globally recognized, sustainable tourism destination, while enriching the lives of the Abu Dhabi community and visitors alike ”
Mission
“To drive and support the development and promotion of tourism in Abu Dhabi efficiently, effectively, and transparently, in partnership with all our stakeholders while ensuring the highest quality standards ”
Values
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Respect: We will behave in a manner where by each entity, partner, and individual is equally valued and heard and treated with fairness
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Pro-active: We will anticipate our customers and business needs and act upon them pro-actively showing high levels of initiative
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Excellence with Integrity: We will continuously strive to distinguish ourselves by delivering results of the highest quality efficiently, while applying the highest legal, ethical and moral standards to our work and behavior
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Leadership: We will strive to be a leading public institution in the delivery of services to all constituents and stakeholders while fostering visionary leaders
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Teamwork: We value teamwork highly and will strive to support our shared goals, openly cooperate and communicate our knowledge, and share our expertise and information both internally and externally
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Innovation: We encourage innovation to provide solutions which will help us in achieving and delivering better and faster results
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Customer Focus: We will offer our services with all the courtesy, respect and dedication while remaining focused on our customer needs
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Transparency: We will ensure the highest level of transparency in our internal and external interactions by behaving, at all times, with fairness and openness
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