The Aruba Tourism Authority (ATA) named Otmar E. Oduber as the new minister of tourism, transportation and labor affairs for the government of Aruba. Oduber was sworn into office on Oct. 29. In his new role, Oduber is focusing his vision on Aruba's tourism product with plans to enhance and place more emphasis on Aruba's current cultural offerings, including the revitalization of Aruba's capital of Oranjestad. In the short time since being elected, he has already secured an additional 3 million Aruban florins ($1.7 million) yearly to put toward the creation of Aruba's new linear park, which will be the longest in the Caribbean. Upon completion, the park will stretch from the airport to the resorts along Palm Beach, and will feature a fully landscaped 10-mile corridor along the coastline of Aruba.
Oduber's business objectives for the next four years include invigorating demand for stay-over tourists from selected key markets, stimulating cruise tourism, increasing the on-island spend by each visitor, and maintaining and attracting increased air service into Aruba. During his time in office thus far, Oduber has been instrumental in getting KLM to re-establish their flights from Europe, and is looking to open Aruba up to new markets with existing airline partners.
As a first step in helping to achieve these goals, Oduber has secured an additional 12 million Aruban florins ($6.7 million) for the Aruba Tourism Authority's marketing budget, providing an increase of 33 percent, the first increase of its kind in many years. Primary focus will be placed on the diversification of Aruba's tourism markets by allocating funds to various existing and potential tourism source regions. The money will be used to double Aruba's marketing budget in Europe, while also putting more focus on the Latin American market and enhancing Aruba's strong brand presence in North America. The funds will also be used to implement marketing initiatives in potential markets such as Brazil and Argentina.
"Aruba currently enjoys the highest number of repeat visitors of any island in the Caribbean, and I am very enthusiastic and determined to put a structural plan in place which will further enhance the wonderful tourism product that exists on the island offering our current and future visitors a unique and unforgettable experience," said Oduber.
Oduber has been a member of the Parliament of Aruba since 2001, and has been involved in Aruba politics since 1994. His previous positions include advisor to the minister of economic affairs from 1994 to 1998, official spokesman for the government from 1998 to 2000, and advisor to the minister of finance from 2000 to 2001. For more information, call 800-TO-ARUBA or visit www.aruba.com.
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