GCSE Leisure and Tourism

Aims and Objectives

All organisations have aims and objectives.

The aims and objectives of a company can be:

  • Financial – about making money and profits
  • Not for profit – about improving the welfare of people or things related to charity
  • A combination of the two

Financial aims 

financial aim

Most leisure and tourism companies and organisations aim to make money and a profit.

Examples of financial aims include: 

  • A cinema to increase monthly ticket sales by 25%
  • An airline to increase profits by 10%
  • A Theme Park to reduce staff overtime costs by 40%

Private Sector 

Companies which are in the Private Sector usually have financial objectives in order to increase profits and turnover (the amount of money they make)

Public Sector

Companies and organisations which are usually linked to the government and councils. These include council owned swimming pools, community leisure centres and libraries. The public sector may have financial aims such as to increase gym membership take-up.


Not for profit aims 

Not for profit


Most leisure and tourism companies and organisations also have Not for Profit aims. These aims can include education, charity, fund-raising and work in the community.

A leisure centre for example may have a Not for Profit aim to promote healthy eating, or an airline may have an aim to offer fear of flying courses.

Voluntary sector 

Unlike the Private and Public sectors, the Voluntary sector has completely Not for Profit aims and is also known as the Charity sector. Voluntary companies do not make money, any money generated through membership fees or the selling of products for example, is then put back into the organisation.

Examples of Leisure and Tourism organisations in the voluntary sector include VisitBritain, English Heritage and the National Trust.