Aruba tourism sustainability requires more than promoting the island internationally, according to Aruba Tourism Authority CEO Ronella Croes. She said protecting Aruba and supporting the community are also essential to the long-term health of the tourism industry.
Croes explained that ATA considers international marketing important, but the organization must also invest attention and resources in the island itself.
“For the Aruba Tourism Authority, it is not only important to position Aruba internationally. It is also extremely important to care for our island, our residents and the wellbeing of tourism,” Croes said during a recent interview with DIARIO.
ATA became an independent public-sector institution in 2011. As part of that transition, a separate Tourism Product Enhancement Fund was established.
The Tourism Product Enhancement Fund does not fall directly under ATA. It is managed by the Government of Aruba, which oversees the fund’s budget.
Croes explained that part of the tourist levy, previously known as the room tax, is deposited into the government’s accounts. A portion supports the Tourism Product Enhancement Fund, while another portion is retained by the government for other purposes.
ATA receives approximately 57 percent of the revenue generated through the tourist levy. The authority primarily uses this funding to market Aruba and strengthen the island’s international position in approximately 15 markets across different regions.
However, an increasing portion of ATA’s resources has also been directed toward projects within Aruba. These investments support the island’s tourism product while addressing matters that are important to the local community.
Infrastructure projects are coordinated through a committee that includes ATA, the Department of Public Works, the Ministry of Tourism and the Department of Infrastructure and Planning.
ATA also collaborates with organizations including the Aruba Conservation Foundation, the Directorate of Nature and Environment and the Tourism Product Enhancement Fund when additional cooperation is required.
According to Croes, these institutions work together on infrastructure and other initiatives that benefit both Aruba’s tourism industry and the wider community.
ATA also maintains its own list of strategic priorities. In recent years, the authority has entered into agreements with several local institutions.
These partnerships include investments in Cas di Cultura to help preserve Aruba’s culture and a three-year agreement with the Aruba Conservation Foundation to support the protection of nature and the island’s national park.
ATA also works with CEDE Aruba on neighbourhood activities that benefit residents while offering visitors opportunities to connect more closely with the local community.
Additional partnerships have been established with EPI, the University of Aruba and Stimami Sterilisami. Croes said these agreements are examples of how ATA contributes to responsible destination management.
Aruba’s current stage of tourism development requires increased attention to the condition of the island, Croes said. Caring for the destination is necessary for residents and for the continued health and stability of tourism.
ATA has supported projects in Aruba alongside the Tourism Product Enhancement Fund since approximately 2014. These investments are included in the authority’s annual and multi-year management plans.
Croes said Aruba’s tourism legislation could benefit from greater clarity regarding the responsibilities and priorities of a tourism institution.
She added that funds generated through tourism should continue to be directed toward Aruba’s tourism product, environmental protection, cultural preservation and community wellbeing.
According to Croes, this approach will strengthen Aruba tourism sustainability while supporting the island’s international positioning and long-term tourism strategy.
