Page 20 - ATA 13 NOV 2015

AWEMainta Diabierna, 13 November 2015 43

AHATA’s new role

THE main implication of this agreement was that

AHATA would no longer receive the income from the
2% room toll to finance its own marketing activities
as these activities would now be undertaken by the
ATA. Consequently AHATA has redefined itself and
its new central purpose is:-

To protect, direct and influence the tourism industry
of Aruba by engaging the public sector to ensure
room tax funds are properly allocated, effectively
spent, and marketing plans are properly executed
to grow rev-par and visitor spending.

AHATA’s key tasks.
To have a strong and effective representation on
the ATA Board.
To build value for all members and grow the asso-
ciation by understanding their needs and delivering
solutions. This will focus on education, advocacy,
safety, becoming a centralized point of communi-
cation and information about business conditions,
environmental sustainability, and product enhance-
ment and quality.
To provide community service and to generate pub-
lic awareness and, by so doing, to groom the next
generation of Arubans to be involved in the tourism
industry.

AHATA will achieve these tasks by:-
Having an active and engaged Board and member-
ship working to achieve our vision.
Having an effective staff working for the association.
Having the resources to fund our efforts.
Having the legal framework to accomplish this,
that is to have appropriate by laws and articles of
association.
AHATA will adhere to the following core values
Committment to the success of Aruba.
Accountability.
Respect and integrity.
Ethical behavior.
Membership/community equity.
Responsiveness, accessibility and efficiency.
High standards and professionalism.
A committment to learning and education.
A committment toward constant innovation.
In summary our four (4) main goals are:-
To be the private sector marketing advocate for the
tourism industry of Aruba.
To be its members primary resource for quality and
professional membership services.
To be the public lobbyist for its membership.
To channel the collective strength of our membership
to forward our industry’s interests.