“For us, this is more than an honor. I even feel a responsibility to support our Cas di Cultura and to ensure that it continues to be the cultural platform of our country for generations to come,” said Ronella Croes, CEO of the Aruba Tourism Authority (A.T.A.), when announcing the strategic collaboration between the two entities. This concerns a strategic agreement between A.T.A. and Cas di Cultura, also supported by the Government of Aruba.
In Line with A.T.A.’s Plan
The Aruba Tourism Authority Corporate Plan for 2025 outlines several key changes in the overall strategic approach for the coming years. One of the main pillars is Regenerative Tourism, which goes beyond sustainability and aims to actively improve and rejuvenate destinations, leaving them better than they were found. Strengthening the focus on the conservation of Aruba’s culture and natural heritage, and integrating residents and communities into the tourism experience, are central to these efforts.
Cas di Cultura
Cas di Cultura represents the center of cultural activities on the island. It is a community building that hosts between 41,000 and 50,000 visitors annually, featuring 130 shows and approximately 280 hours of education for 600 students (music and art). The theater has been operating continuously for 67 years (since 1958) and requires modernization and sustainable renovation to continue functioning.
Moreover, it is the only theater still in operation in the Dutch Caribbean, showcasing Aruba’s culture both to the local community and to visitors.
Main Objectives of the Renovation
- To provide all actors in the cultural scene with a safe environment to practice their art
- To continue stimulating innovation and the creative industry
- To allow the continuation of a wide variety of programs with partners in both “edutainment” and education for local and visiting audiences
- To renovate and modernize the facilities, logistics, and (outdated) technology of Cas di Cultura in a sustainable way
- To guarantee professional representation of Aruba’s arts scene and provide attractive options for cultural tourism
In addition, the renovation aims to offer specific programs for visitors, such as “Backstage & Walking Tours.”
Project “E Brasa”
On February 12, 2025, a meeting took place with representatives of Cas di Cultura and the Aruba Tourism Authority (A.T.A.), followed by additional meetings and subsequently one on August 6, 2025, with the Minister of Tourism, Mr. Wendrick Cicilia. On both occasions, Cas di Cultura was encouraged by the shared enthusiasm for the project “E BRASA,” which encompasses the renovation of Cas di Cultura and its promise as a new, dynamic pillar in Aruba’s tourism portfolio.
The first reopening of the renovated Cas di Cultura is planned for 2027/2028, depending on financing and overall project progress.
Partnership with A.T.A.
The renovation of Cas di Cultura represents both a preservation project and an investment in Aruba’s future as a cultural destination. Once revitalized, the space will host a year-round calendar of performances, exhibitions, and special events for both locals and visitors seeking authentic experiences and cultural richness.
In the competitive Caribbean market, Aruba can further differentiate itself by integrating professional and innovative cultural programming into its tourism offering. As the only professional proscenium theater in the Dutch Caribbean, Aruba has a unique opportunity to distinguish itself through high-caliber performances and cultural events not found elsewhere in the region.
In its 2025 plan, A.T.A. outlines several strategic collaborations that will continue or be initiated. These include agreements with, among others, CEDE, EPB & EPI, Aruba Conservation Foundation, the Aruban Olympic Committee, Go Cultura Foundation, Stimami Sterilisami, Aruba Hospitality and Security Foundation, Aruba Excellence Foundation, and now Cas di Cultura.
The agreement in this case covers the years 2025, 2026, and 2027. Through funds generated by tourism, A.T.A. commits to contributing a total of AWG 1 million florins to complete the renovation and launch a solid, commercial cultural program. This support aligns perfectly with A.T.A.’s mission to enhance the visitor experience, promote Aruba’s unique cultural identity, and stimulate the conservation of traditional culture.
About the Aruba Tourism Authority (A.T.A.)
The Aruba Tourism Authority was founded as a sui generis entity on January 1, 2011, as an independent organization within the public sphere. A.T.A. functions as a Destination Marketing and Management Organization (DMMO) and is responsible for aligning tourism interests among local and international stakeholders.
Aruba’s tourism industry has demonstrated remarkable resilience and performance. Tourism receipts have increased by an average of 10% annually. The number of stay-over visitors has grown at an average rate of 11% per year. Revenue per Available Room (RevPAR) has also increased by an average of 11% annually, while cruise visitor arrivals have shown an average annual growth rate of 23%.
A.T.A. places strong emphasis on the “High Value–Low Impact” model, balancing the increase of economic value per visitor with positioning Aruba as a desirable and sustainable destination. The goal is to increase revenue through tourism quality rather than quantity.
