Members of the Aruba Timeshare Association (ATSA) recently gathered for their quarterly luncheon meeting at La Cabana Beach Resort & Casino, where industry leaders engaged in candid discussions on sector developments, public policy, sustainability initiatives, and resort investment projects.
The members meeting provided an opportunity for members to exchange updates on their respective properties, discuss issues of mutual concern, and reaffirm their collective commitment to advancing Aruba’s vacation ownership industry.
Members agreed that the Government’s much-publicized Social Dialogue initiative should be led by the directly involved stakeholders. In addition to discussions surrounding proposed increases to the minimum wage, participants emphasized that the agenda should also address matters of direct relevance to the industry, including suggested amendments to labor legislation.
Demonstrating its longstanding commitment to education and workforce development,
ATSA announced that it will once again host hospitality students for an interactive introduction to the world of vacation ownership. The expertly organized half-day immersive program is designed to create awareness of the many career and entrepreneurial opportunities available within Aruba’s timeshare sector.
ATSA is also working with its members to develop a comprehensive Code of Ethics handbook that will outline environmental goals, establish practical pathways toward sustainable operations, and promote responsible hospitality practices. The Association intends to invite the University of Aruba to assist in benchmarking successful strategies and international best practices.
With the Caribbean hurricane season underway, members also discussed a request from the Government’s Calamity Bureau: ATSA is to appoint a Crisis Leader from among its member resorts to represent the association within Cluster 8 of the national Crisis Team, supporting resource coordination during emergencies. Candidate nominations from member resorts will be submitted in the coming weeks.
The meeting further addressed the draft Tourism Calibration Framework, a 90-page policy white paper recently presented by the Minister of Tourism. Members welcomed the opportunity to contribute recommendations and expressed the desire to see several long-standing industry priorities incorporated into the framework. These include updating Aruba’s existing Beach Policy, improving visitor transportation options, including the introduction of a taxi app, regulating the vacation rental sector, addressing the frequency and economic yield of cruise ship arrivals, and examining the impact of cruise visitation on the beach experience and overall enjoyment of overnight visitors.
Members noted that while the document raises important topics, it still lacks concrete implementation plans and actionable measures. A third round of stakeholder meetings is pending, at which concrete dialogue on the action plan is expected. Additional discussions covered the proposed development of a new visitor beach in the Bushiri area and the need to replace the damaged palm trees along the scenic Eagle Beach Road.
Resorts also shared updates on ongoing investments and improvement projects. La Cabana Beach Resort & Casino recently completed its new pool deck, which has been enthusiastically received by guests. Casa del Mar Beach Resort is moving forward with renovation plans that continue to be shared with members during bi-monthly meetings. Playa Linda Beach Resort has received approval for a new gym and spa building, while Amsterdam Manor Beach Resort has completed its full renovation and is constructing a new back-of-house facility. Paradise Beach Villas will soon introduce a new food truck, renovate its pool restaurant, and undertake exterior enhancements, while Costa Linda Beach Resort continues to invest in improvements that further elevate guest services.
ATSA President Sulaika Kelly of Playa Linda Beach Resort introduced the Association’s latest newsletter, inviting members and the public alike to explore its stories, updates, and collaborative initiatives. The publication highlights the energy, innovation, and shared commitment that continue to shape Aruba’s vacation ownership industry and its contributions to the island’s tourism economy.
The meeting concluded with heartfelt congratulations to the member properties that earned the 2026 Tripadvisor Travelers’ Choice Awards, the RCI Gold Crown Award, and Interval International’s Elite, Premier, and Select distinctions. These recognitions reflect their exceptional hospitality and their contributions to Aruba’s popularity and reputation as a premier vacation destination.
As recent economic reports have reaffirmed, the Aruba Timeshare Association remains a major contributor to the island’s economy and an essential component of the success of One Happy Island.
ATSA was set up in 1994, and currently counts the active membership of the majority of vacation ownership properties in Aruba. The Association works on a local level and with other local organizations as well as Government entities. On a regional level, where Aruba continues to receive recognition as a model vacation ownership destination, ATSA has professional ties with ARDA, the American Resort Development Association.
The ATSA Board members: Sulaika Kelly, President, Rina Geerman, Secretary, Pedro Vargas, Board member, Jurgen van Schaijk, Treasurer and Luigi Heredia, Board member.
