Empowering professionals through education and excellence
The Aruba Tourism Authority (A.T.A.) has successfully concluded its annual training week, which took place during the first week of June. The event gathered tourism professionals, frontliners, and key stakeholders from the tourism industry to participate in various educational and professional development opportunities. This initiative is part of A.T.A.’s ongoing commitment to support the workers who represent Aruba every day, and to elevate service standards and destination excellence across the entire tourism sector.
One component of the program was the Tour Guide Certification Program, presented by the Aquila Center for Cruise Excellence. More than 50 tour guides from different companies completed this intensive training and received an internationally recognized certification, thereby strengthening Aruba’s reputation as a high-quality experience destination. Additionally, another component was the “Service Excellence Amplified”. More than a decade ago, A.T.A. initiated its focus on service excellence, creating a commitment to raise service standards throughout the tourism industry. Building on this work, the service excellence framework program was introduced in 2024 and continued in 2025. The program evolved in 2026, shifting its focus toward creating truly memorable experiences for visitors. More than 120 participants completed the training and received their certificates. The program was completed with two educational excursions: an experience aboard a Royal Caribbean cruise ship and a visit focused on the cultural and historical heritage of Oranjestad.
The CEO of A.T.A., Ronella Croes, thanked and congratulated the participants, some of whom were new while others were returning. She highlighted the record participation as an indication of the industry’s commitment to keep investing in and improving exceptional service and experiences for our visitors. She underscored and showed appreciation for the diverse mix of attendees, which included: ABC Tours, AGW Tours, Arashi Beach Shack, Armada Port Agency, Aruba Ports Authority, Arubus, Arutram, ATOA, Atlantis Submarines, Banana Adventure, Bodegas Papiamento, Chogogo, Customs Department (Departamento di Aduana), De Palm Island, De Palm Tours, Diamonds International, DTP, Eco Destination Management, First Class Service, Fofoti Tours and Transfers, HF Tours, Aruba Immigration (Inmigracion Aruba), KPA (TOP), Kukoo Kunuku, Lagadishi Tours, Pelican Adventures, Pepe Margo Distillery, Red Sail Sports, Rocargo, Rockabeach Tours, Royal Aruba Aloe Factory, VOCO, and Wix Tours.
A.T.A. continues to invest in education, innovation, and professional development to strengthen Aruba’s position as a world-class destination, and expresses its gratitude to all partners and participants who contributed to the success of Training Week 2026.
