Mombasa & Coast Tourist Association (MCTA) promotes inbound and domestic tourism to the Kenya coast region, and holds that tourism is a major force for the coast regions economic and social development via expansion of foreign exchange earnings, gross domestic product and employment.

The Kenya coast enjoys one of Africa's most prolific wildlife populations, many hundreds of kilometers of tropical beach and many diverse interesting areas of natural beauty but, as a developing nation, has considerable pressures on land use and poverty reduction.

The coast tourism industry requires an enabling business environment and must be facilitated and operated in an ethical and responsible manner that protects the environment and respects local cultures, religions and lawful lifestyles. The proviso is important because tourism can be abused to the detriment of the visitor, the host communities and country.

Tourists away from home countries are vulnerable and must be accorded individual human rights and freedoms with peaceful enjoyment of legal leisure activities within the laws of Kenya.

The government is responsible, to the extent possible, to ensure that visitor’s health, safety and security should be protected in order that they obtain the most favorable impressions of Kenya. By nurturing tourist interests the tourism industry will continuously grow. The practice of sustainable tourism needs wide areas of common understanding and implementation of cross-cutting issues by many separate Ministries.

It is in recognition of these facts that MCTA has crafted a broad Code of Ethics and Conduct borrowing extensively from the Ethics of the World Tourism Organization.