1. To change the narrative and alter the prevailing storyline or perspective about South Sudan.
  2. To showcase the untapped potential of South Sudan as a premier tourist destination.
  3. To preserve cultural heritage and promote sustainable and responsible tourism.
  4. To educate the local communities on the importance of conservation.
  5. To advance the travel industry in South Sudan.
  6. To foster tourism as a driver of economic growth.
  7. To achieve a 10% tourism market share within the first 5 years.
  8. To cultivate lasting partnerships with local communities and conservation organizations.