We will achieve this by enabling guides to unite into one representative body able to:

Represent

• The common voice of all guides in Bhutan at the national and international level.

Protect

• The shared interests of all guides.
• The image of Bhutanese guides.

Promote

• The highest degree of professionalism amongst all guides by:
  • Developing and implementing a universal code of ethics and skills;
  • Upgrading and promoting guide quality; and
  • Combating untrained and unqualified guides.
• Pride and respect amongst guides for Bhutan’s unique cultural, historical and natural heritage.
• The guiding profession as an important and worthy profession in the tourism industry and as a permanent and attractivecareer for the Bhutanese youth.
• A sense of fellowship and friendship amongst guides.

Educate

• Guides with respect to their knowledge of Bhutan’s history, culture and other aspects of the country.
• Guides to enhance their leadership and guiding skills.

Inform

• Guides by providing them with relevant information on the policies of the Government, tourism industry and any other matters of interest which may be of benefit to them.
• The general public, tourists and other stakeholders of theimportance and value of professionally accredited tour guides to the country.
• Guides of the principles of Gross National Happiness.