How do we behave?

Lovingly.

We take care of what we’ve got and the people who come to see it. Our visitors are always welcome, and we want them to feel it. Our unique landscape is unspoiled, and we plan for it to stay that way.

Awesomely.

We find awe in the ordinary. We let our built and natural delights take the lead – showcasing the best of what the East has to offer. No smoke, no mirrors, just lots of space and plenty of surprises.

Sustainably.

We want to be one of the leading destinations for sustainable tourism – both for our visitors and the people who live and work here. That means thinking differently, acting boldly, and treading lightly all year round.

Exceptionally.

Our restaurants are making headlines, our beaches are Blue Flag, and our stays are second to none. From luxury city escapes to budget bucket-and-spade adventures, quality is rooted across the region.

Straightforwardly.

Getting here and getting around is easy, and that’s how we like it. We want to take the effort out of our experiences for every visitor, however they choose to travel and wherever they’re from.