A.T.A. and Aruba Excellence Foundation Continue to Strengthen Service Excellence
ORANJESTAD — On Monday, September 28, 2026, the Aruba Tourism Authority (A.T.A.) and the Aruba Excellence Foundation (AEF) signed a new agreement that will strengthen the strategic collaboration between both organizations to support and expand educational initiatives focused on service quality and the visitor experience in Aruba.
This marks the fourth agreement guaranteeing the continuation of the Aruba Certification Program.
Ronella Croes, CEO of A.T.A., and Monica Bos, Chair of the Supervisory Board of AEF, signed the agreement. The document provides funding to support the development and execution of the Aruba Certification Program (ACP) and other educational activities related to AEF's mission.
About Aruba Excellence Foundation
The Aruba Excellence Foundation is the independent entity responsible for the management and continuous evolution of the Aruba Certification Program since 2018. The foundation's main mission is to promote excellence in service and the visitor experience through hospitality-focused educational programs. The organization works closely with partners in the tourism industry, education, and the Government of Aruba to drive quality and knowledge within our community.
About the Aruba Certification Program
As an important part of the agreement, a renewed version of the Aruba Certification Program will be introduced during 2026. The ACP is an educational program created to strengthen the knowledge and skills of professionals within our tourism sector. The course covers topics such as Aruban culture, history, nature, and hospitality, with the goal of enhancing the visitor experience.
Since 2011, the program has made a significant contribution to promoting service excellence in Aruba. The updated ACP program will include new content, modernized learning methods, and more opportunities for participants to take part in training both in-person and digitally. Furthermore, the renewal focuses on the current needs of the industry and seeks to maintain the national relevance and impact of the certification.
“We are very pleased to continue this valuable collaboration with the Aruba Excellence Foundation,” stated Ronella Croes, CEO of A.T.A. “Everyone who works in our tourism sector is an ambassador for Aruba, and for that reason, it is essential that they have access to updated and relevant information. The renewed Aruba Certification Program will equip them with the knowledge to share accurate information and contribute to an authentic and memorable experience for our visitors.”
“We extend our thanks to A.T.A. for continuing to support the Aruba Excellence Foundation in investing in knowledge and excellence. With the renewal of the Aruba Certification Program, we are creating more opportunities for professionals to continue developing themselves and to strengthen the quality of service Aruba is known for,” expressed Monica Bos, Chair of the Supervisory Board of AEF.
Through this agreement, A.T.A. and AEF reaffirm their shared commitment to investing in knowledge, service quality, and professional development, recognizing that well-prepared professionals and workers are essential to Aruba’s continued success as a destination.