Strive to become an International tourism province which involves sustainable Agro-industries, loving society, and able to adjustable for the rapid change.

Mission

- To promote the better economic empowerment based on the philosophy of sufficiency economy (tourisms, Agro-industry, fisheries, livestock, plants, and foods)
- To develop people of international standards, who are equipped with strong moral, and able to apply the knowledge to their life, live, and working well, however, to get ready for ASEAN Economics Community (AEC).
- To remain the biological diversity and increase the stability of natural resources and protect environmental quality.
- To develop the public management for better efficiency, international effectively, increase the highest rate of consumer satisfaction.
- To maintain the cultural awareness, local's lifestyle, and identity that can be supported for getting jobs and income.