Branding Aruba: A look at the New Global Identity
General News October 1st, 2010
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From Otmar E. Oduber, Aruba Minister of Tourism, Trade and Transportation
As per November 2009, Aruba embarked on a new era of change at a time when the travel and tourism industry faced some of its most serious challenges. The transition to a new government took place alongside a rapidly changing international environment. The global economic crisis posing further stress on our tourism sector compelled us to remain vigilant and focused. As the new Minister of Tourism I set out a new vision “Two Steps Ahead” to lay the ground for a successful tourism industry and I outlined an ambitious path to achieve this. Part of my policy is to create the framework for sustainable development.
As a relatively young Minister of Tourism, I encourage innovation and rejuvenation. I am committed to create the framework whereby as Aruba we can excel in the products and services that we deliver to our customers and visitors.
Aruba’s government and the tourism sector are fully prepared to set bold goals for the future and to show leadership by promoting a new direction and to take action to build further on our success. More than anything else, I want to emphasize that everyone on this island can make difference. Our hospitality and friendship, our kind and caring service, our professional and knowledgeable approach, are all ingredients that have brought us to where we are today. We have delivered on our “brand” promise. Our visitors are looking for an exceptional experience and with the commitment of all of us living on this island, we can make it happen over and over again.
It is time to take action — to take up new opportunities and forge a future that is the very best it can be. Let’s stay two steps ahead of our competition and ahead of our customers by anticipating and responding to their needs.
To keep you up to date on developments in the tourism industry, I’m proud to introduce to you our first edition of the ‘Two Steps Ahead’ newsletter.
Click HERE to read the eNewsletter in PDF format.
Click HERE to read the interactive version online.
Thank you for your contribution to our success.