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20 AWEMainta Dialuna, 30 November 2015
By: Ewald K Biemans A response to
ATA’s recent news
releases
I HAVE read several releases recently from term view. The share of visitors from the USA As a result we now face a serious issue. As
peaked at 74% in 1985 but through most of a sector we committed to attempting to
the ATA that were published and several other the 1990s the share fell between 53% and attract a higher spending, more affluent
news media suggesting that local hotels should 58% only exceeding 60% in 1999. The share traveler, we committed to achieving a higher
be aware of fundamental shifts in travel, that peaked again at 73% in 2004 but has fallen REVPAR each year while we warned the
everyone in Aruba knew that there would be back consistently since then to the 54% we saw authorities that this will also take some
a sharp drop in the number of Venezuelans in 2014. So our US business as a proportion adjustments from the government side as well.
staying in hotels and basically that the hotels of our overall arrivals has fallen from 73% to A REVPAR committee came up with many
should wake up to the realities of life. 54% in just ten years and any recent growth is recommendations but as far as I am aware not
making little impact on this number. much has happened in implementing these
I would like to clarify to the ATA, that as an necessary recommendations.
industry upon which 90% of Arubans depend I personally find it a bit odd that it is only
for their way of life, we need to row together now the ATA starts explaining the current As I previously said we are all in this together.
in one direction and that the ATA should not situation as being the result of shifts in business The sector is too important for us not to
say to the hotels «I told you so». rather than telling us what has been done to work together. Let us move forward with
ameliorate the loss of Venezuelan hotel stays implementing the recommendations of the
Without going into details, allow me to say that and what kinds of steps are and were taken to revpar committee. Let us agree on how best
the ATA took over the AHATA marketing fund redirect our marketing efforts to prevent or at to address the challenges stemming from the
in 2010 and it behooves the ATA as the primary least reduce the impact of such losses. decline in Venezuelan hotel traffic. Let us
controller of the destination’s marketing funds together work towards continuing to diversify
to stay in tune with all of the changes going The last few years we were told of record our markets. And let us work together to
on the travel world and to adjust to those new arrivals and of having achieved over one address our service issues.
realities. The sector has asked for contingency million visitors as if more visitors is better or
plans to avoid the expected drop in traditional that quantity rather than quality is the goal. Finally let me comment on another related
visitors from Venezuela from as far back as matter. A commentator recently alleged
2013. Again, about a year ago, we wrote an At the same time we must face the fact that our that the CEO of AHATA, Jim Hepple, was
extensive proposal asking the ATA to diversify product is mature. Many of our hotels are more in the employ of Eduardo de Veer and was
our sources of business and to offset any drop than 20 years old and many of our associates working on his instructions. As immediate past
in arrivals from South America, as Brazil, have worked in the industry for decades. There Chairman of AHATA let me say that nothing
Argentina and Venezuela were experiencing are numerous new destinations out there with the CEO did was without the full approval of
growing economic hardship. As a sector we new hotels and a young energetic workforce the 15 Directors of the Board of AHATA and
offered several alternatives. Since then the anxious to steal our customers. It is a personal that to think otherwise is just plain wrong.
Colombian business has also suffered as a concern of mine that we do not appear to be Our industry is too significant to be the subject
result of the decline in value of its currency. providing the quality experience we once of these tensions. Speaking personally I hope
did. Perhaps our recent success has led to we can come together to address our mutual
I find the statement about the increase of US complacency, perhaps we are not as caring as concerns and to provide a sustainable and
visitors misleading. Let me explain why. We we once were. viable tourism sector to support all Arubans.
need look back a few years and take a long
