EJEF’s vision is (1) build East Java as an cultural-based ecotourism destination on international standard in order to increase prosperity; (2) build quality partnership of each party (penta helix partnership) to synergize within single destination management, (3) encourage study, research, planning; and recommend planning of ecotourism destination development in East Java and nationally; (4) encourage product development, promotion as well as institutional strengthening; (5) encourage capacity building of human resources according to the national competency standards (SKKNI); (6) encourage management and distribution of information on East Java ecotourism.