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About ATA
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 culture of leadership and decision-making through empowerment is complimented by clear-cut work processes and result-oriented systems that transform ATA’s compelling business vision and mission into clear goals and objectives.
A culture of leadership and decision-making through empowerment is complimented by clear-cut work processes and result-oriented systems that transform ATA’s compelling business vision and mission into clear goals and objectives.
ARUBA TOURISM AUTHORITY
THE MISSION OFA.T.A.’s direction is to invest in targeted markets and activities, to increase visitors and on-island expenditures by these visitors. Through these efforts, we want to increase the interest of our visitors in defined markets, encouraging them to choose Aruba for their vacations, meetings, incentives, and conventions and to create memorable experiences.
As of January 1, 2011, A.T.A. has evolved from a government agency to a unique independent legal entity within the public sphere. Our organizational structure and work processes now reflect a more flexible, effective, and proactive organization.
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Passion
Excellence
Unity
Pioneering
Integrity
Ronella Croes
CEO, Aruba Tourism AuthorityWelcome to the Aruba Tourism Authority (A.T.A.) website, where our commitment to driving prosperity through sustainable 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 ensure a harmonious balance between tourism and environmental preservation.
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 sustainable 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 sustainable 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 sustainable 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 sustainable tourism that not only benefits Aruba but also serves as a global model for responsible travel practices.
OUR ASPIRATION
With our Aspiration towards 2025, 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.
OUR VISION
To lead the positioning and development of Aruba as a desirable and sustainable destination, by being an innovative and agile Destination Marketing and Management Organization.
CORE VALUES
- Passion
- Excellence
- Unity
- Pioneering
- Integrity
OUR ROLES
- MARKETEER
- CO-CREATOR
- CONNECTOR
- AUTHORITY
CORE PURPOSE
We drive prosperity for Aruba through sustainable tourism.
