Ronella Croes (ATA): Our “One Happy Island” is not just a slogan but is ingrained in our DNA

Today, Aruba celebrates the extraordinary journey of the hotel industry on our island. A sincere invitation was extended to each of you to take a moment to recognize and celebrate the contributions and unwavering dedication of the exceptional individuals who have shaped the success of our tourism industry. This included many of those present at the event.

In the last decades, tourism has not only strengthened the economic stability of our island, acting as a resilient shield in times of turmoil and crisis but has also successfully led to economic growth and prosperity.

Although Aruba is proud of its achievements, as demonstrated during the Global Tourism Conference where optimistic perspectives for 2024 were shared, the decision was made not to delve into numbers. Instead, it was emphasized that, despite our successes, we must remain committed and sharp.

So, how did we achieve such remarkable success? What is the essence of Aruba’s success? “Our tagline, One Happy Island, is not just a slogan; it is ingrained in our DNA,” said Ronella Croes with a tone of pride.

“While visitors may initially be drawn to Aruba for the clear waters, blue ocean, and perfect climate, they return one or more times primarily for the warmth and kindness of our people. Much of our success depends on customer service, the genuine hospitality of the Aruban people, and our human capital. Our visitors feel at home, they feel safe,” according to Ronella Croes.

Consistently, Aruba scores high on visitor satisfaction and ranks among the top destinations in the Caribbean according to our guest experience index, which collects comments and reviews of Aruba from over 100 platforms and provides a monthly report.

Thus, at A.T.A., we are aware that the basic components of Aruba’s tourism design require us to demand more and revolutionize our hospitality and product offerings, while safeguarding our strengths and our DNA. That’s why we invited the extraordinary Will Guidara and asked him to help us “sharpen ourselves.”

Today’s travelers and the future travelers, especially the high-value visitors we aim to attract more of, have higher expectations after all. They have many other options as well! We must stay ahead of the competition in a dynamic tourism industry and in continuous development.

The consumer experience is diverse and complex, taking into account the maturity of our tourist product and the ongoing developments, including, among others, the expansion of room inventory.

The various ongoing hospitality projects require diligent management on behalf of Aruba to capitalize optimally on the opportunities presented, but also for the possible social and environmental impact on our island. Aruba’s heavy reliance on tourism requires that our decisions, even the most challenging ones, prioritize sustainability.

The Aruba Tourism Authority event was attended by many guests, including students in this field at the University of Aruba. They were acquainted with the current reality of tourism and the commitment and vision of the ATA for where we want to take our tourism.