The Aruba Tourism Authority (A.T.A.) expresses its deepest gratitude to Ms. Amayra Boekhoudt, affectionately known as “Amachi,” who, after an exceptional career, is retiring to enjoy her well-deserved retirement. With nearly 35 years at A.T.A. and more than 40 years contributing to Aruba’s tourism industry, Amayra dedicated a large part of her professional life to the development and promotion of our island.
Prior to her career at A.T.A., Amayra worked for 10 years at Divi Resort & Dutch Village, where she served guests at the Hospitality Desk. In 1992, she started in the Database department at the Aruba airport. Later, Amayra joined the tourism board team, holding various positions in Special Events, Public Relations, and most recently as a Trade Relations Liaison. In every role, she excelled through her positive and contagious energy, great passion, strong relationships, and deep love for Aruba and its tourism industry.
Throughout her career, Amayra was part of an impressive number of major events and projects, including the Aruba Tennis Pro-Am, Catamaran Regatta, Caribbean Sea Jazz Festival, Golf Pro, 50 Years of Tourism, Watapana Festival, Jazz and Latin Music Festival, Sinbad, Aruba Music Festival, and Festival de las Américas. She also played a key role in coordinating and organizing various conferences hosted by A.T.A. for key international partners across different markets.
However, Amayra’s contribution goes far beyond events, conferences, or professional titles. Her greatest impact was on the people she guided, trained, and inspired over the years. As a mentor, Amayra shared her knowledge and experience with many colleagues, helping them build their capacity to coordinate and execute their work.
Amayra is also widely recognized for her commitment to the Aruban community. Through the A.T.A.’s Elves project, she organized end-of-year gift drives for children in need, supported by Bureau Slachtofferhulp (Victim Support Bureau). Furthermore, she gathered food, clothing, and other essentials for vulnerable individuals, supported initiatives like Hope 4 Paws, and managed A.T.A.’s Carnival project in recent years, allowing employees to enjoy the parades. Most recently, she engaged in the BanSerio! initiative and various community projects alongside the cultural group Zjeitu.
To mark the final stop of her “Retirement Tour,” A.T.A. gathered family, friends, and colleagues to celebrate her journey and the significant impact she leaves on both the organization and Aruba’s tourism sector. During the celebration, Ronella Croes, CEO of A.T.A., highlighted that Amayra did not just do her job, but left behind a human and professional legacy that will forever be part of the island’s tourism history.
“Some people come to a company and leave a job behind. Others come and leave a legacy. Amayra is one of those who leaves a legacy. Amayra is not only part of A.T.A.’s history. Amayra is part of Aruba’s tourism history,” stated Ronella Croes.
Amayra’s knowledge, experience, connections, and memories are now an integral part of A.T.A.’s institutional history. Her love and passion for Aruba are unmatched, and throughout her career, she always went the extra mile to contribute to local tourism and help the island excel and shine.
A.T.A. is immensely grateful to Amayra Boekhoudt for her devotion, friendship, support, and dedication over all these years. The entire team wishes Amayra happiness and many new adventures in this next chapter of her life.
Thank you very much, Amachi!
