The National Tourism Organisation of Montenegro is responsible for marketing tourism globally, as well as developing the Montenegro product, both as a brand and destination. The organisation's tasks include market research; nurturing cooperation with domestic and foreign tourism bodies and the travel industry; as well as planning and carrying out national and global public relations exercises and advertising. The National Tourism Organisation of Montenegro also supports and advises local tourism bodies on the sustainable development of tourism in Montenegro and on raising its visibility. NTO Montenegro sees itself as an ambassador to the country. It aims to inspire both citizens and visitors by promoting the beauty and culture of Montenegro.