Aruba is a 33-kilometer-long (20 mi) island of the Lesser Antilles in the southern Caribbean Sea located 27 km (17 mi) north of the coast of Venezuela. The Aruba Tourism Authority (ATA) has evolved from a government agency to a unique independent legal entity within the public sphere, and is responsible for uniting tourism interests amongst stakeholders and partners in order to coordinate destination marketing, business development and partnerships.
Resonance was engaged to update ATA’s Strategic Business Plan to provide structural guidance for the organization to move forward into the next stage of professionalization. An internal operational assessment and external marketing intelligence review was conducted to create a situational analysis; dozens of stakeholders were engaged to identify their opinions, aspirations and ideas for the future strategy of the ATA; and a visioning workshop was conducted to understand the ATA’s strengths, weaknesses, opportunities and threats. A Strategic Business Plan containing short and long-term actions for each strategic area of focus, complete with performance measures for each action, was the final deliverable.