Aruba Remakes Bureau
New Leadership and Strategy to Take Control
Last November, the Aruba Convention Bureau was on
its last legs. The bureau’s director and assistant director had
quietly left, and staff had been reduced to one salesperson working
out of Fort Lauderdale, Fla. But the ACB promises to be back on its
feet in 2005 with a new name and a revamped operating strategy.
The Aruba Meetings and Incentives Partnership will consist of
salespeople based in the United States who will report to an
island-based executive director and director of convention
Formed as a collaboration between the Aruba Hotel and Tourism
Association and the Aruba Tourism Authority, the AMIP will be
funded with a dedicated portion of the island’s hotel occupancy
tax, beginning with $1.5 million in seed money. The old bureau was
forced to rely entirely on the Ministry of Tourism for funding.
In addition, the AIMP’s validity will be tied directly to its
performance, to be measured by the number of bookings the bureau
attracts to the island. “I’m not sure that was a focus of the old
Aruba Convention Bureau,” said Jorge Pesquera, the new executive
director of the AHATA.