As of January 1, 2011, ATA has evolved from a government agency to a unique independent legal entity within the public sphere. Organizational structure and work processes now reflect a more flexible, effective and pro-active organization.
A culture of leadership and decision-making through empowerment is complemented by clear-cut work processes and result-oriented systems that transform ATA's compelling business vision and mission into clear goals and objectives.
ATA shares the government's macro-economic objective of stimulating tourism as the island's key economic activity. As the Destination Marketing Organization (DMO) for Aruba, ATA is responsible for uniting tourism interests amongst the on- and off-island stakeholders/partners for the purpose of coordinating destination marketing, business development and partnerships.
ATA's direction is to invest in targeted markets and activities which will result in an increase in visitors and on-island expenditures. Through these efforts, ATA stimulates the interest of visitors in defined markets, encouraging them to choose Aruba for their holidays, meetings, incentives and conventions. Marketing and public relations strategies include online and offline initiatives, special events, and hosting of partners, media, trade and special guests. Availability of funds and budgetary flexibility assure that Product Aruba will remain competitive in terms of visibility, recognition and sales.
ATA strives for organizational excellence through an environment conducive to positive and fulfilling employee experiences. Corporate goals are achieved by involving and motivating all employees, helping them to realize their true potential through open and honest communication, teamwork, and core values of trust and respect. Creativity, innovation, risk-taking and accountability are encouraged.