Thank You! We are pleased to present the Aruba Des¬ We look forward to working with our part¬ tination Development Plan 2017 - 2021 ners and the Aruban community toward (hereinafter referred to as DDP or "Cu becoming a "sensible boutique destina¬ Mira Pa Futuro") to our partners and the tion that inspires curiosity." Aruban community. With much gratitude and appreciation, Aruba Tourism Authority (A.T.A.) would like to sincerely thank everyone who con¬ Ronella Tjin Asjoe-Croes tributed to the development of the DDP CEO, Aruba Tourism Authority 2017-2021. Along with an extensive group of stakeholders who contributed their knowledge and expertise during various sessions in September 2016 through April 2017, the Aruban community provided valuable insights and recommendations that shaped the DDP Action Plan. The Action Plan included in this report is the result of an interactive, open, and participatory process from which we ga¬ thered incredible support from those who contributed their time. all boats Table of Contents The Big Picture 1.1 Destination Development Plan 08 1.2 As a General Matter 10 1.3 A.T.A. Role 11 1.4 Cu Mira pa Futuro 11 DDP - The Big Picture THE BIG PICTURE Destination Development Plan ■ 1.2 /Is a General Matter ■ 1.3 A.T.A. Role 1.4 Cu Mira pa Futuro DDP - The Big Picture THE BIG PICTURE 1.1 Destination Development Plan We are living in exciting but com¬ continue on a smart path for sustai¬ plex times. The tourism industry has nable destination development. reached a new frontier where globa¬ lization and technological advance¬ In this regard, as outlined in A.T.A.'s ments are driving an unprecedented Business Plan 2014-2017 and formu¬ shift in thinking and consumer needs. lated as a strategic priority in its 2016 Corporate Plan, A.T.A. in collaboration We are witnessing the birth of a new with its partners and the Aruban com¬ traveler who sees the world through a munity has developed a DDP, aptly different lens and embraces different named "Cu Mira Pa Futuro". lifestyles compared to the traditional Aruba visitor of the past 30+ years. These transformations, coupled with the fact that Aruba's tourism product is mature, means it is time to reflect on what we have achieved over the past decades and look ahead to where we want to go. True to our pioneering mindset, it is time to consider a new approach to¬ ward destination development to maintain our leading position in the industry and to strengthen the foun¬ dation of Aruba. Doing so will position Aruba as a for¬ ward-thinking destination for years and generations to come. Considering these shifts, A.T.A. found A pragmatic framewo it imperative to re-assess strategic pri¬ orities as a destination in order to DDP Process To increase the share of affluent travelers and the economic value of tourism for the benefit of ATA MISSION: our community and our stakeholders by positioning and developing Aruba as their preferred DDP Ml^dlON* To formulate a pragmatic framework for innovative and sustainable destination development to the benefit of the community and the visitor. rk for innovative and sustainable destination development. 1.2 As a General Matter 1.2.1 Characteristics of a DDP Provides a framework Identifies opportunities Establishes clear actions and focused priorities Delivered by both private and public stakeholders 2 Carried out over a stated period of time