The Aruba Tourism Authority (A.T.A.) is the official Destination Marketing and Management Organization (DMMO) for Aruba. A.T.A. is responsible for uniting tourism interests amongst the island's stakeholders and partners globally. Its mission is to increase the share of business for Aruba in leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, contributing to a sustainable and prosperous future for the island. A.T.A. focuses on strategic marketing, destination development, and fostering a positive image of Aruba as a premier Caribbean destination known as 'One Happy Island'.
The headquarters serves as the central hub for strategic planning, marketing operations, destination development, research, stakeholder management, and administrative functions for promoting tourism to Aruba globally.
The office is situated in a key commercial and governmental area of Oranjestad, reflecting its central role in the island's primary industry. Its location emphasizes accessibility and connection to the tourism sector.
The work culture at A.T.A. headquarters is dynamic, collaborative, and results-oriented, driven by the mission to promote Aruba. Employees are passionate about the island and work in a multicultural environment focused on innovation in tourism marketing and management.
The headquarters is significant as it's the nerve center for Aruba's tourism industry, orchestrating efforts that drive a major part of the island's economy. It represents the official face of Aruba's tourism to the world.
Aruba Tourism Authority maintains a global presence primarily through its headquarters in Oranjestad, Aruba, and key regional offices in North America (USA), Europe (Netherlands), and Latin America (Colombia). These offices support a wide range of functions including strategic marketing and branding, public relations, travel trade engagement, market research, and partnership development to promote Aruba as a leading tourist destination worldwide. They work closely with airlines, tour operators, and media to ensure Aruba remains top-of-mind for travelers in their respective regions.
L.G. Smith Boulevard 8
Oranjestad
Not Applicable
Aruba
Address: 100 Plaza Drive, 2nd Floor, Secaucus, NJ 07094
To strengthen Aruba's presence in the crucial North American tourism market, drive visitor numbers, and manage relationships with key industry stakeholders in the USA.
Address: Schiphol Boulevard 127, WTC Schiphol Airport, Tower C, 4th floor, 1118 BG Schiphol, Netherlands
To develop and grow Aruba's tourism market share from various European countries, leveraging cultural ties (especially with the Netherlands) and flight accessibility.
Address: Calle 90 # 19C - 62 Oficina 502, Bogotá D.C., Colombia
To tap into the growing Latin American travel market, fostering partnerships and marketing initiatives tailored to regional preferences and travel patterns.
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As of April 2025, Aruba Tourism Authority' leadership includes:
Aruba Tourism Authority has been backed by several prominent investors over the years, including:
In early 2024, the Aruba Tourism Authority announced a new leadership structure involving key promotions. Sjeidy Feliciano was appointed Chief Commercial Officer, Sanju Luidens became Chief Marketing Officer, and Jo-Anne Meaux-Arends was named Chief Financial & Operations Officer, all reporting to CEO Ronella Croes. These changes aim to enhance strategic focus and operational efficiency.
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Aruba Tourism Authority primarily uses the email domain @aruba.com for its official communications. The most common email format appears to be the first initial followed by a period and the full last name.
f.lastname@aruba.com
Format
r.croes@aruba.com
Example
90%
Success rate
Global Travel Shopping • January 29, 2024
The Aruba Tourism Authority (A.T.A.) unveiled a new leadership structure with key promotions including Ronella Croes as CEO, Sjeidy Feliciano as CCO, Sanju Luidens as CMO, and Jo-Anne Meaux-Arends as CFOO. This strategic move is aimed at enhancing the organization's agility and effectiveness in promoting Aruba globally....more
ata.aw • February 5, 2024
The Aruba Tourism Authority reported robust tourism credit performance for 2023, surpassing initial projections. The organization also shared optimistic forecasts for 2024, highlighting continued growth in visitor arrivals and tourism revenue, attributing success to strategic marketing efforts and strong partnerships....more
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