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Who we are
The Aruba Tourism Authority (A.T.A.) is the Destination Marketing and Management Organization (DMMO) for Aruba. We are responsible for uniting tourism interests amongst the on-and-off-island stakeholders for the purpose of coordinating destination marketing, destination development, and destination partnerships.
A.T.A. has embraced Responsible Tourism as the foundation of our destination management approach, striving to balance the needs of our communities, environment, economy and guests to enrich quality of life in Aruba. It places the wellbeing of our communities, the protection of our island, and the long-term resilience of our economy at the center of decision-making.
A.T.A. has embraced Responsible Tourism as the foundation of our destination management approach, striving to balance the needs of our communities, environment, economy and guests to enrich quality of life in Aruba. It places the wellbeing of our communities, the protection of our island, and the long-term resilience of our economy at the center of decision-making.
ARUBA TOURISM AUTHORITY
OUR VISION“Un Aruba dushi pa biba, ta un Aruba dushi pa bishita" – A wonderful Aruba to live in, is a wonderful Aruba to visit
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Curason
Curiosidad
Curashi
Compasion
Ronella Croes
CEO, Aruba Tourism AuthorityWelcome to the Aruba Tourism Authority (A.T.A.) website, where our commitment to driving prosperity through Responsible Tourism takes center stage. As CEO, my guiding principle is rooted in our core purpose of fostering a thriving Aruba. Embracing the High-value, Low-impact tourism (HVLI) growth model, we have strategically shaped our destination marketing and product development initiatives to create experiences that leave Aruba, our communities and our guests better than before
At the heart of our mission is a dedication to innovation and agility as we navigate the dynamic landscape of destination marketing and development. Recognizing the ever-evolving nature of our journey, we approach the communication of our unique value as an art form.
In our pursuit of Responsible Tourism, we emphasize the importance of information and data sharing. We believe that transparent and collaborative efforts in sharing valuable insights contribute significantly to the overall success of our initiatives. Together, through the responsible exchange of information, we can build a foundation for Responsible Tourism that not only benefits Aruba but also serves as a global model for responsible travel practices.
At the heart of our mission is a dedication to innovation and agility as we navigate the dynamic landscape of destination marketing and development. Recognizing the ever-evolving nature of our journey, we approach the communication of our unique value as an art form.
In our pursuit of Responsible Tourism, we emphasize the importance of information and data sharing. We believe that transparent and collaborative efforts in sharing valuable insights contribute significantly to the overall success of our initiatives. Together, through the responsible exchange of information, we can build a foundation for Responsible Tourism that not only benefits Aruba but also serves as a global model for responsible travel practices.
OUR ASPIRATION
With our Aspiration towards 2035, we clearly set what the A.T.A. aspires to be in terms of our core purpose, our vision, our roles, and our core values. The Aspiration serves as a guide for everyone in our organization each and every day.
CORE VALUES
- Curason – Heart
- Curashi – Courage
- Compasion – Compassion
- Curiosidad – Curiosity
OUR ROLES
- MARKETEER
- CO-CREATOR
- CONNECTOR
- AUTHORITY
CORE PURPOSE
Enrich the Quality of Life on Aruba through responsible and integrated destination management.
Our Responsible Tourism Ambition
- Environmental Commitment: The guest economy restores and nurtures the environment of Aruba
- Social Commitment: The guest economy enriches our values, culture, and heritage, and makes people flourish through jobs, knowledge exchange, and well-being
- Economic Commitment: The guest economy thrives and grows incremental value to the Aruban economy
- Responsible Destination Management Organization: A.T.A. shares our progress toward becoming a more responsible organization through our operations and partnerships with our community and industry
