The Aruba Tourism Authority (A.T.A.) and the Aruba Conservation Foundation (ACF) held the official kick-off meeting as part of a strategic alliance that was signed at the beginning of 2026.
The goal of this strategic alliance is to strengthen Aruba’s commitment to responsible destination management and long-term sustainability. Present at the meeting were Ronella Croes, CEO of A.T.A., Tyson Lopez, CEO of ACF, Rubiela Lampe-Chiquito, Managing Director of ACE Firm Engineering, together with Reigene Geerman, Project Manager of ACE Firm Engineering, as well as other representatives of A.T.A. and ACF.
This is another important strategic partnership that forms an essential part of tourism management. The collaboration aligns fully with A.T.A.’s strategic plans, which include a stronger focus on stakeholder engagement and meaningful partnerships with non-governmental organizations and educational institutions. A.T.A. maintains key partnerships with CEDE Aruba, Cas di Cultura, EPI and EPB, Stimami Sterilisami, the Aruba Olympic Committee, Aruba Excellence Foundation, and Aruba Hospitality & Security Foundation, among others. The association with ACF represents another important step forward in achieving these objectives.
For several years, Aruba Tourism Authority has adjusted its tourism marketing priorities, shifting increasingly from quantity to quality. This direction is critical. Although it has always been part of A.T.A.’s management approach and that of all stakeholders, challenges remain. Together, efforts continue and progress is being made. The focus is on attracting visitors with higher purchasing power to the island. This group also has specific expectations when vacationing in Aruba. Therefore, the strategic alliance with ACF was established to ensure a better balance in what is offered to guests, taking into account all aspects, including nature and the environment.
Building the foundation in 2024
The collaboration between A.T.A. and ACF was formally initiated in 2024 with the signing of a Memorandum of Understanding (MoU). This agreement laid a solid foundation for a productive and impactful relationship focused on protecting and preserving Aruba’s natural environment, fostering a balanced relationship between nature and tourism by developing sustainable guest experiences. Since its inception, the collaboration has reinforced shared values around conservation, education, and responsible tourism development.
Looking ahead: 2025 and beyond
Starting in 2025, the alliance will enter a new phase with the implementation of key initiatives prepared by ACF, aligned with A.T.A.’s vision for responsible destination management.
Through this collaboration, work will focus on the following priority areas:
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Investment in infrastructure for guests that helps guide them through nature in a way that protects sensitive areas and supports responsible access.
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Collaboration in conservation, including the creation of Aruba’s first Marine Conservation Center, which will be managed by ACF. The center will be science-based, focused on education and marine biodiversity restoration, and on the long-term sustainable health of ecosystems.
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Joint efforts to increase public awareness through authentic and impactful campaigns. This is essential for long-term protection and responsible behavior in nature and beyond.
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Improvements to signage and information boards.
The strategic alliance will run from 2025 through 2028, marking a three-year collaboration designed to achieve lasting impact.
“Times have changed, the world has evolved, and what tourists enjoyed 20 years ago is different today. More and more tourists are choosing sustainability, appreciating nature, and supporting durability. Aruba has always served as a tourism example in the Caribbean. In this as well, we want to be an example, in order to preserve all the beauty of our island for future generations,” said Ronella Croes, CEO of A.T.A., during the special meeting. “This is not just an agreement for working together. It is a new beginning of a new model, adapted to the present time, aligned with today’s desires, and ensuring that our natural treasures will remain for many generations.”
“For ACF, this agreement reaffirms our responsibility to protect and restore Aruba’s biodiversity and natural ecosystems,” commented Tyson Lopez, CEO of ACF. “Nature is not a resource to be used, but a living system that sustains life, our well-being, and the future. ACF is committed to managing access to nature responsibly and sustainably, respecting its value, fragility, and capacity for recovery. Every decision we make today must contribute to healthier ecosystems, stronger biodiversity, and an island that can continue to support both its community and its visitors for many years to come.”
Strengthening Aruba’s sustainability commitment
The alliance between A.T.A. and ACF is a valuable collaboration that combines A.T.A.’s destination management vision with ACF’s environmental conservation expertise. Together, both organizations aim to balance tourism growth with environmental protection, enhance guest experiences through infrastructure and education, and further position Aruba as a leader in sustainable tourism in the region.
