For the first time in the history of Aruba: Aruba out with tremendous touristic promotion in the US
AHATA achieves a unique strategic alliance in the Caribbean with Dutch group
DIARIO Aruba
01/06/2006

ORANJESTAD (AAN): In an interview with DIARIO, AHATA CEO, Mr. Jorge Pesquera indicated that this week, during the meetings that are taking place in Aruba with foreign partners who deal with the marketing aspect of our island as a touristic destination, this time a special alliance was made with the Netherlands Board of Tourism and Conventions (NBTC).

In Pesquera’s opinion, it is fortunate for AHATA was approached by NBTC, given that when NBTC found out that AHATA was in a dialogue with the purpose of establishing a new marketing entity in what relates to groups and conventions for our islands, then they got in contact with AHATA.

“Frankly, we are intrigue by the possibility that an entity which is quasi-governmental for Holland, showed interest to do new and entrepreneurial things.

We interviewed them extensively in New York. They impressed me with their creativity, their knowledge of the market, their achievements with the things they are doing in Holland and other places. We decided to enter into a contract, which is really an alliance, because we are going to help them and they are going to help us”.

The CEO of AHATA indicated that they are very satisfied given that for the first time in the history of Aruba, there is national coverage from coast to coast, from New York to Canada, Los Angeles and San Francisco in the market of groups and conventions.

Pesquera let it be known that there are eight salesmen on the street and three administrators that are supporting this effort, which is one, he said, that is extraordinary to attract a market that was not given much importance in Aruba in the past.

NBTC’s interest, he stated, has to do with the way of working, which is very entrepreneurial. They receive part of their funds, assigned by the central government of The Hague (Holland), but there is the possibility to increase these funds by an additional 60% via the alliance and sales that they make with entities such as AHATA.

He added that NBTC represents all the museums of Holland, various convention centers, among others. He continued to say that it is this entrepreneurial/commercial spirit, the creativity that they have demonstrated during the interview that gave AHATA the interest in contacting NBTC as an entity instead of adding salespeople directly.

Currently, there are three salespeople directly contracted by AHATA, Donna Delgado in Washington, Mayline Menendez in Miami and Charly Ibarra in New York.

Pesquera added that AHATA is increasing this sales force with four or five people from NBTC, which is categorized as an extraordinary coverage for our island. “This is a unique alliance in the Caribbean”, he said.