The members of the Aruba Timeshare Association, ATSA, met for a lunch-meeting at La
Cabana Beach Resort & Casino with representatives of most of the island’s Vacation Ownership
properties, in attendance.
This time, ATSA’s president Sulaika Kelly, Director of Operations at Playa Linda Beach Resort, also invited
23 Junior students from the Faculty of Hospitality and Tourism Management Studies, at the University of
Aruba, to attend the meeting, as part of the Timeshare Management Course they are taking, under the
guidance of lecturer Jo-Anne Croes.
The Food & Beverage team of La Cabana Beach Resort & Casino prepared a varied and tasty lunch menu,
served with the Resort’s signature gracious service and genuine hospitality.
The meeting started with ATSA president welcoming members and guests. As a guest speaker Ronella
Croes, CEO of the Aruba Tourism Authority (A.T.A), gave an extensive presentation regarding the Multi
Annual Corporate Strategy of the A.T.A followed by some supporting information by Dyane Vis, Business
Manager at ATA and Melanie Kelly, Manager Strategy, Planning and Research at A.T.A.
Kelly took a deep dive into the island’s Repeaters Research, a segment of the market most valued by
ATSA members.
According to Croes, the ATA’s multi-annual strategy is now based on a three-pronged approach
attracting responsible, sustainable, and regenerative tourism, whereby the island invites more guests
who care about their host destination, their home away from home, its environmental protection, and
the well-being of its people.
“We are committed to the development and nurturing of strategies that align with the High-value, Low-
impact tourism (HVLI) growth model,” Croes declared, adding,” this model has effectively guided our
destination marketing and product development initiatives and projects in recent years.”
Croes also reported that ATA is making a shift, putting less emphasis on attracting more arrivals. More
emphasis on attracting a greater proportion of like-minded guests as part of our overall visitor base.
The A.T.A. encouraged one and all to visit www.ata.aw and download A.T.A.’s Corporate Plan for 2025:
ATA-Corporate-Plan-2025.pdf, to obtain more information and align with Aruba’s integral tourism
management strategy. The marketing shift was well received by ATSA members who acknowledge the
ongoing external factors that introduce an element of vulnerability to the island, requiring vigilant
monitoring.
Ben Figaroa, General Manager Marriott Stellaris Casino, the Chairperson of the Aruba Hospitality &
Security Foundation, gave an in-depth presentation regarding the Aruba Tourism Security Patrols (TSPA),
now visible on the beach and the streetside walkways, from the Ritz Carlton Resort to Divi All Inclusive.
According to Figaroa, the bicycled, uniformed teams support safety & security in the tourism zone, an
initiative financed by Aruba Tourism Authority, with funds generated from Tourism Levy. Board
members of the TSPA include members of the Aruba Hotel and Tourism Association (AHATA) the Aruba
Tourism Authority (A.T.A) the Aruba Timeshare Association (ATSA) the Chamber of Commerce (KVK) and
the Aruba Police (KPA).
Following the interesting A.T.A and TSPA presentations, the minutes of the June meetings were
approved and a short report followed regarding the activities of TPEF, the Tourism Product
Enhancement Fund.
The meeting went on with the Financial Report, by Jurgen van Schaijk, which was accepted and
approved.
The meeting adjourned after a short free word in which attendees reported on renovations and
improvement projects at their properties.
ATSA was set up in 1994, and currently counts the active membership of most vacation ownership
properties in Aruba. The association works on a local level with other local organizations as well as
Government entities. On a regional level, where Aruba continues to receive recognition as a model
vacation ownership destination, ATSA has professional ties with ARDA, the American Resort
Development Association.
Board members include Sulaika Kelly, President, Rina Geerman, Secretary, Pedro Vargas, Board member,
Jurgen van Schaijk, Treasurer and Luigi Heredia, Board member.
