Ronella Croes sets no date for departure as ATA CEO

ORANJESTAD – Ronella Croes is not putting a date on how much longer she will remain at the helm of the Aruba Tourism Authority (ATA). During an interview with Noticiacla, the CEO said that although the job is demanding, the position still gives her considerable satisfaction and a strong sense of purpose.

Croes has led ATA since January 1, 2011, when she became the organization’s first CEO following its restructuring as an independent entity. She has therefore been at the helm of Aruba’s tourism authority for more than 15 years.

During the interview, Tito Laclé asked Croes directly how much longer she plans to remain CEO and whether she has a specific moment in mind to step down. Croes acknowledged that the question is not easy to answer.

“It is a difficult question. When you love your work and you have such a diverse job, with such a great purpose, it fulfills you,” she said.

According to Croes, the position is demanding, but the challenge itself is part of what keeps her motivated.

“The job is demanding, but it drives me. It continues to give me a lot of pleasure and makes me happy,” she said.

Croes did not indicate any specific date or period for her departure and made clear that, for now, she remains fully involved in the work and in the challenges facing Aruba’s tourism industry.

When Noticiacla asked what she considers one of her main achievements as CEO, Croes pointed to the pandemic and the tourism recovery that followed.

According to her, one of the most important moments was how ATA and the tourism sector responded to the crisis and later managed to “catalyze the recovery” of tourism in Aruba.

That period represented one of the biggest challenges for Aruba’s tourism industry, but also a defining moment in Croes’ tenure at the head of ATA.

For now, after more than 15 years as CEO, Croes is not talking about leaving. Her message is that the work still gives her energy, satisfaction and motivation to continue.