The Aruba Tourism Authority (ATA) recently published its Corporate Plan for 2021 entitled Tourism Recovery Marketing Plan.
The plan is divided into five sections: -
The ATA then offers three scenarios for stopover traffic for calendar year 2021.
The ATA indicates that its recovery goals for 2021 are:
Consequently, the ATA states that the successful implementation of its 2021 marketing plan is contingent upon additional funds being provided to the ATA for marketing purposes and further states that with the additional funding, the North American market is projected to recover by 60% when compared to 2019 visitor arrivals. However, without the funding, the recovery would only reach a recovery of 51% of the total achieved by North America in 2019.
Equally, in the event additional funding is not made available for 2021, the budgets for the Latin American and the European markets will be further reduced to a bare minimum, so as to safeguard funding for North America, and for airlift endeavors.
The full plan is available for download here
Jim Hepple is an Assistant Professor at the University of Aruba and is Managing Director of Tourism Analytics.