Ronella Croes: Steering Aruba Tourism to New Heights

A Decade of Dedication and Dynamic Leadership in Aruba’s Tourism Sector

Aruba, a gem in the southern Caribbean, has long been a haven for travelers seeking sun, sea, and serenity. At the helm of its tourism success is Ronella Croes, the Chief Executive Officer of the Aruba Tourism Authority (ATA), who has been instrumental in steering the island’s tourism sector to new heights since January 2011.

Sustained Growth and the “Aruba Effect”

Under Croes’ visionary leadership, Aruba has witnessed a remarkable tourism boom, with a 10 percent increase in stayover arrivals in 2023 compared to an already robust 2022. Tourism receipts have followed suit, soaring 21 percent higher than the previous year. This sustained growth is attributed to the “Aruba Effect,” a phenomenon coined to describe the transformative and joyful experience visitors undergo on the island, leaving as happier versions of themselves.

Global Tourism Conference: A Milestone Event

Marking a significant milestone, Aruba recently hosted its first-ever Global Tourism Conference at the Hyatt Regency Aruba. The summit, orchestrated under Croes’ guidance, brought together partners from the island’s three major source markets: North America, Europe, and Latin America. It served as a platform for dialogue and collaboration, fostering relationships and discussing the future trajectory of tourism in Aruba.

Optimism Amidst Challenges

Despite the ever-evolving global circumstances that continue to shape the travel and tourism landscape, Ronella Croes maintains an optimistic outlook for Aruba’s tourism sector. She envisions a future where global stayover arrivals will surpass the levels seen in 2019 and anticipates further growth in 2024. Croes’ forward-thinking approach and adaptability have been pivotal in navigating the challenges and seizing the opportunities that arise in the dynamic tourism environment.

Balancing Visitor Satisfaction and Community Well-being

Central to Croes’ leadership philosophy is the pursuit of a unique brand of tourism “balance.” This approach prioritizes the well-being of Aruba’s residents while ensuring that visitors are immersed in the beauty of the island and the warmth of its community. Aruba’s hospitality, as Croes emphasizes, is not just a tradition but a reflection of the island’s identity, making every visitor feel like a member of the extended Aruban family.

Infrastructure Development and Future Prospects

Looking ahead, Aruba is set to welcome several major new hotels, including a 240-room Iberostar Grand and a 200-room St Regis, further bolstering the island’s appeal as a premier tourist destination. With a projected 3 percent growth in tourism and a 17 percent increase in cruise passenger visits in 2024, the future of Aruba’s tourism sector appears bright under Ronella Croes’ stewardship.

Conclusion: A Legacy of Dedication

Ronella Croes’ decade-long dedication and dynamic leadership have been fundamental in shaping Aruba’s tourism narrative. Her commitment to balancing visitor satisfaction with community well-being has positioned Aruba as a top Caribbean destination. As she continues to lead with passion and vision, we extend our heartfelt gratitude to Ronella Croes for her unwavering dedication and commend her for her exemplary contributions to Aruba’s tourism industry.

Aruba Tourist Channel