In collaboration with Go Cultura Foundation at the CreActivo Conference.
As the main sponsor of the CreActivo conference, Aruba Tourism Authority (A.T.A.) partnered with Go Cultura Foundation to provide support for an event that served as a platform to unite members of the creative industry, while also addressing key goals and research areas.
A.T.A. strongly believes in making necessary investments to help guide the creative sector through collective efforts. During the conference, A.T.A.’s CEO, Ronella Croes, acknowledged that every industry faces challenges, and the tourism sector is no exception. She emphasized how data and research are crucial in navigating this new era. Similarly, capturing data and applying knowledge in the creative industry remains vital, as this approach can help provide solid support for cultural and creative sector initiatives.
A.T.A.’s support includes efforts with Go Cultura Foundation to collect and analyze data to map Aruba’s Cultural and Creative Industries. This marks a significant step forward. Through this data-driven approach, areas where the creative economy is thriving can be identified, as well as areas requiring more attention. This will allow for the adjustment of development strategies based on strong evidence, ensuring that investments are made where they will have the most impact. In the long term, the growth of the creative sector, supported by data, will enrich Aruba’s cultural landscape and contribute to sustainable tourism and economic development. Emphasizing the importance of preserving culture and nurturing local talent, it’s essential to recognize the profound impact that creativity and authenticity have on the identity of a community.
Additionally, there was a presentation by A.T.A.‘s Senior Product Specialist, Derchlien Dijkhoff, who highlighted the significance and vision of various projects. The ‘Destination Enhancement’ initiatives are designed to balance the present and future needs of local residents, while improving the guest experience and fostering interaction between locals and visitors. These efforts focus heavily on promoting and creating educational experiences that highlight Aruba’s culture, protect its flora and fauna, and support and showcase authentic experiences.
The work of the creative industry is not just a part of the tourist experience, it is central to it. Aruba’s culture and identity are what set it apart from other destinations. A.T.A. recognizes its crucial role in preserving and sharing Aruba’s authenticity by empowering and including local communities in meaningful ways. Through initiatives and significant support from A.T.A., new events are being sustained, such as the Autentico Aruba Culinary Festival taking place this week, the Aruba Art Fair, the Bon Bini Festival, Aruba’s largest cultural event—Carnival—and the Brazil Day event organized by the Chico Harms Foundation. Additionally, A.T.A. is supporting the Aruba Signature Experience Entrepreneurial Program, which encourages and supports new businesses exploring niches in culture, wellness, and weddings. A.T.A. also works closely with local artisans and talent to refine their craft and foster professional growth. Creative talents, from photographers, videographers, designers, content creators, to storytellers, are regularly supported by A.T.A. By showcasing Aruba’s local talent, A.T.A. proudly brings these creators to the international stage, be it through art exhibitions, performances at global music events, or in the culinary world, to name a few.
The conference featured several local and international speakers who contributed greatly to the shared insights and key information.
A.T.A. extends its gratitude and congratulations to Go Cultura Foundation for this wonderful initiative aimed at Aruba’s creative community.
Source: Aruba Tourism Authority (ATA)
