1. Sabah, a premier eco-tourism destination;
  2. A clean, healthy and safe environment; and
  3. A well-conserved cultural and natural heritage


  1. The tourism industry as the main and consistent contributor towards the state as well as the national economy;
  2. The protection and conservation of the environment for a clean, healthy and safe living;
  3. The conservation of natural and cultural heritage (both tangible and intangible) for posterity.