Aruba Tourism Authority Sui Generis - 15 Years of Building Sustainable Tourism
ORANJESTAD — In 2026, the Aruba Tourism Authority (A.T.A.) celebrates its 15th anniversary as a Sui Generis organization: independent, flexible, and firmly rooted within the public sector.
Originally known as the Tourism Bureau, A.T.A. was established on January 1, 2011, as a Sui Generis organization—Latin for unique in its kind. This structure provides the autonomy and agility to operate independently, always in the best interest of Aruba and its community.
The Role of A.T.A.
The Aruba Tourism Authority operates as a Destination Marketing and Management Organization (DMMO). In this role, A.T.A. brings together tourism stakeholders, fosters partnerships, and provides strategic direction for the sustainable development of Aruba as a destination, both locally and internationally.
Tourism is Aruba’s primary economic pillar. A.T.A. was created to strengthen this sector through innovation, collaboration, and a long-term vision.
15 Years of Impact
Since its establishment in 2011, A.T.A. has contributed to strong and measurable growth within Aruba’s tourism sector:
- 94% increase in tourism revenues
- 43% growth in visitor arrivals
- 82% increase in RevPAR (revenue per available room)
- 36% growth in cruise tourism
These results reflect not only economic progress, but also Aruba’s sustainable positioning as a high-quality destination.
People at the Center
"But it's not just about figures, or perception, but about the reality that we're living every day. A model industry for the whole region," said Ronella Croes, CEO of Aruba Tourism Authority.
"A strong and resilient economy, alongside an always high demand. All that is good! But our focus today is to improve what is missing regulation, correction and adaptation. Only in this way can we guarantee better balance and that we reach a level where the tourist is happy but also the people. This people-centered approach will continue to guide A.T.A. in the years ahead.
High Value – Low Impact
A.T.A. operates according to the High Value – Low Impact principle. This approach seeks to:
- increase value per visitor
- reduce pressure on the environment and communities
- preserve culture, nature, and quality of life
The goal is a sustainable balance between economic growth and the well-being of Aruba and its residents.
Vision 2025–2035
With the launch of the Multi-Annual Corporate Strategy 2025–2035 (MACS), A.T.A. has entered Phase I of its long-term roadmap. The focus is on:
- quality-driven rather than volume-driven tourism
- cultural preservation
- environmental stewardship
- community well-being
This vision is captured in the slogan:
“An Aruba that is a great place to live is an Aruba that is a great place to visit.”
Measuring What Matters
Through tools such as the Tourism Impact Model, A.T.A. measures not only economic returns, but also the true costs and benefits of growth. This ensures that tourism delivers value across the island while safeguarding natural resources and quality of life.
Locally Grounded, Globally Active
The Aruba Tourism Authority operates from its headquarters in Aruba, supported by offices in the Netherlands, Colombia, and the United States. Together, these teams promote Aruba across diverse international markets.
Four core values guide A.T.A. into a new era of tourism:
Courage, Compassion, Heart, and Curiosity.
These values inspire innovation, leadership with purpose, and care for both community and environment—today and into the future.