Aruba Tourism Authority (ATA) plays a key role in monitoring how Aruba is portrayed internationally, especially during periods of global uncertainty. This was confirmed by ATA CEO Ronella Croes during an interview with DIARIO.
Croes explained that as early as last year, beginning around March, ATA prepared its first strategic document when concerns arose about the introduction of international tariffs and their potential impact on tourism.
“We simulated different scenarios early on,” Croes said. “From that moment, ATA developed clear statements that were shared with both the public and private sectors, ensuring that everyone was equipped to respond accurately to questions or concerns from visitors and international media.”
She emphasized that message consistency is critical when communicating with visitors and global press outlets. According to Croes, Aruba has significantly strengthened its crisis-management approach over the years, and ATA plays a central role in that process.
ATA continuously updates its messaging based on changing circumstances, including developments related to Venezuela. Separate statements are prepared and shared with partners, depending on whether a proactive or reactive communication approach is required.
“There are times when we advise partners not to communicate proactively, but instead be prepared with clear responses if questions arise,” Croes explained.
She further highlighted that ATA actively monitors international media coverage related to Aruba. The organization receives daily updates tracking where Aruba is mentioned, in which media outlets, and the overall tone of those mentions.
“Every weekend we receive complete reports showing what is being said about Aruba internationally. These monitoring tools allow us to maintain a clear and accurate global image of our destination,” Croes concluded.
Photo Credits : https://diario.aw/categories/noticia/general/ata-ta-e-instancia-cu-ta-monitor-internacionalmente-loke-ta-sali-di-aruba
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