Our vision is to transform Gibraltar into a dynamic and immersive destination, universally recognised by travellers as a premium city with diverse offerings. We aim to cultivate a distinctive identity, positioning Gibraltar as a boutique, niche, and charming locale. Through curated experiences, rich cultural diversity, and a commitment to excellence, we aspire to make Gibraltar a sought-after destination that captivates and resonates with the discerning traveller, leaving an indelible mark as an exceptional and unforgettable place.
Make Gibraltar a happening, experiential place by empowering Gibraltar’s unique appeal: Our mission is to position Gibraltar as a leading tourist destination by embracing its rich heritage, adopting sustainable practices, and offering a harmonious blend of intrigue, adventure, and cultural experiences. We will continue to promote our inclusive and vibrant community that celebrates the uniqueness of Gibraltar, providing visitors with enriching, unforgettable journeys while ensuring the responsible stewardship of our natural and cultural treasures. We aim to expand the existing tourism ecosystem by introducing new experiential attractions providing an initial reason to visit the destination with the ability to grow the peripheral activities.
The Gibraltar Tourist Board (GTB) manages all tourist information offices, the coach terminal, the cruise terminal in Gibraltar, and the GTB London office. A key role of the GTB is to market Gibraltar as a tourist destination.
Tourism is a diverse industry with numerous touchpoints, including corporate travel, leisure travel, overland tourism, cruising, sports, weddings, culture, entertainment, faith-based tourism, and special interest groups such as scuba diving, among others.
Additionally, the GTB functions as a Convention Bureau, overseeing the MICE (Meetings, Incentives, Conventions, and Exhibitions) industry. To support these sectors, the GTB actively attends trade shows, engages with industry professionals, and collaborates with various stakeholders in both the public and private sectors.
