CHATA Annual Report 2017- 2018

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<strong>CHATA</strong> ANNUAL REPORT<br />

<strong>2017</strong> - <strong>2018</strong>


“<br />

To deliver a visible, leading and<br />

effective (marketing) contribution towards<br />

a vibrant and sustainable Curaçao tourism<br />

and hospitality product.<br />


3.<br />



A small summary of <strong>CHATA</strong><br />

over the past years.<br />

7.<br />

MEET THE<br />

<strong>CHATA</strong> TEAM<br />

Meet the young faces<br />

behind <strong>CHATA</strong>.<br />

9.<br />

STRATEGY &<br />

FOCUS<br />

<strong>CHATA</strong>’s Strategy and<br />

Focus explained<br />

11.<br />


UPDATE<br />

<strong>CHATA</strong>’s Financial<br />

Statement and Audit <strong>Report</strong><br />

15.<br />

<strong>CHATA</strong><br />


An overview of <strong>CHATA</strong><br />

Achievements in <strong>2017</strong>.<br />

20.<br />

UP CLOSE &<br />


Get to know <strong>CHATA</strong>’s<br />

Chairman and past<br />

Board members<br />

4.<br />

MEET THE<br />

<strong>CHATA</strong> BOARD<br />

Get to know the <strong>CHATA</strong><br />

Board and its role.<br />

8.<br />



<strong>CHATA</strong>’s Communications<br />

explained.<br />

10.<br />

MEET OUR<br />

STARS<br />

A look back at our Stars of<br />

the Industry!<br />

14.<br />



<strong>2017</strong> Arrivals and Hotel<br />

Performance summarized.<br />

19.<br />



Achievements of the<br />

Tourism Industry in <strong>2017</strong>.<br />

22.<br />

YOUR <strong>CHATA</strong><br />


Our Top 5 reasons to<br />

become a <strong>CHATA</strong> Member.


In 2016, <strong>CHATA</strong> wiped the slate clean, making room for new opportunities in <strong>2017</strong>. <strong>CHATA</strong> kicked<br />

of the year with a new board structure and a new CEO. <strong>CHATA</strong> was more focused and vocal than<br />

ever before. The board together with the CEO set its priorities at the start of the year and took<br />

every opportunity to work closely together with the government and the Curaçao Tourist Board to<br />

achieve its goals.<br />

The board focused its efforts on the improvement of our tourism performance, increased<br />

synergy between the tourist board and the private sector and the industries conditions of doing<br />

business. Its efforts started to pay off and <strong>CHATA</strong> achieved stronger collaboration with CTB<br />

and is now represented in the advisory board of CTDF. In addition to this, <strong>CHATA</strong> also achieved<br />

that the government instated a level playing field committee in which the Ministry of Economic<br />

Development, the Ministry of Finance, CTB and <strong>CHATA</strong> discuss and come up with suggestions<br />

for the realization of level playing field in which all apartments, car rentals etc. comply with their<br />

responsibilities of paying taxes. Furthermore, <strong>CHATA</strong> was also more vocal on issues regarding the<br />

inclusion of our tourism in our education system and the role of the financial sector in the further<br />

development of our tourism.<br />

In <strong>2017</strong>, <strong>CHATA</strong> also celebrated its 50 th anniversary together with its members. <strong>CHATA</strong> took<br />

the opportunity, once again, to remind the community through an awareness campaign of the<br />

importance of our sector and the necessary changes that are needed in order for the industry to<br />

thrive.<br />

Despite our best efforts and optimistic forecasts at the start of <strong>2017</strong>, our tourism sector did not<br />

perform as expected. Tourist arrivals showed a decline and hotel performance and revenue per<br />

available room did not grow according to expectations. This was partially due to a further decline<br />

in Venezuelan tourists because of the unstable political situation in the country as well as the<br />

cancelation of various routes of InselAir, due to the financial troubles it was facing at that time.<br />

Furthermore, the Caribbean was also struck by 2 devastating hurricanes which lead tourists to<br />

cancel or postpone their vacation to the Caribbean and Curaçao.<br />

It is times like these that reminds us why it is so important for the industry to continue to strive<br />

for increased collaboration with CTB and the government and formalization of our partnership<br />

through representation of the private sector on the Board of the CTDF and a strong leader for<br />

CTB. Once we achieve this, the industry will be better equipped to anticipate possible threats and<br />

rapidly respond to changes in our environment. <strong>CHATA</strong> looks forward to increased collaboration<br />

and commitment from all stakeholders within our community to realize change and growth.<br />



OF DIRECTORS <strong>2018</strong><br />

Miles Mercera- President & CEO<br />

<strong>CHATA</strong><br />

Hans Slier - Chairman<br />

Papagayo Group<br />

Omar van der Dijs - Vice Chairman<br />

Licores Maduro<br />

Maylin Trenidad - Secretary<br />

Renaissance Curaçao<br />

Resort & Casino<br />

Robbin Vogels - Treasurer<br />

Avila Beach Hotel<br />

Alette Borger<br />

Dolphin Suites Curaçao<br />

Frank Holtslag<br />

Floris Suite Hotel<br />

Stephane Clar<br />

Hilton Curaçao<br />

Julian Castañeda<br />

Sunscape Curaçao Resort, Spa<br />

& Casino<br />

Oliver Zahn<br />

Baoase Luxury Resort<br />

Peggy Croes<br />

Curaçao Airport Partners<br />

Jerry van Gijn<br />

Maduro & Curiel’s Bank<br />



OF DIRECTORS <strong>2017</strong><br />

Miles Mercera- President & CEO<br />

<strong>CHATA</strong><br />

Cedric Nubul - Chairman<br />

Hilton Curaçao<br />

January <strong>2017</strong> - August <strong>2017</strong><br />

Edward Suares - Chairman<br />

Lions Dive Beach Resort<br />

October <strong>2017</strong> - March <strong>2018</strong><br />

Omar van der Dijs - Vice Chairman<br />

Licores Maduro<br />

Jeroen Kibbelaar - Treasurer<br />

Impacto BV & Securitas BV<br />

Alette Borger<br />

Dolphin Suites Curaçao<br />

Frank Holtslag<br />

Floris Suite Hotel<br />

Hans Slier<br />

Papagayo Group<br />

Maylin Trenidad<br />

Renaissance Curaçao<br />

Resort & Casino<br />

Oliver Zahn<br />

Baoase Luxury Resort<br />

Peggy Croes<br />

Curaçao Airport Partners<br />

Robbin Vogels<br />

Avila Beach Hotel<br />

Sander Winterberg<br />

Livingstone Jan Thiel Resort<br />

On October 6th, <strong>CHATA</strong> held an Interim Board Election due to 2 available board positions on the <strong>CHATA</strong><br />

board. Previous <strong>CHATA</strong> Chairman, Cedric Nubul (Hilton Curaçao) and Board member Jorge Espejo (Sunscape<br />

Resort, Spa & Casino) both stepped down. Alette Borger and Edward Suares joined the board as directors.


<strong>CHATA</strong>’s Board currently consists of 11 fiduciaries<br />

representing 11 parties holding a <strong>CHATA</strong><br />

membership. Board members are competent<br />

representatives of the <strong>CHATA</strong> members and<br />

are elected every 2 years to ensure that <strong>CHATA</strong><br />

members are provided equal opportunity to have<br />

supervision and say in <strong>CHATA</strong> operations. Board<br />

members vacate their positions by rotation of 2<br />

years, the current Board of Directors consists of a<br />

group of Board members that have been elected<br />

in <strong>2018</strong>.<br />

<strong>CHATA</strong>’s board, in conjunction with <strong>CHATA</strong>’s<br />

President & CEO, steer the association towards<br />

success by ensuring proper governance and by<br />

adopting and ensuring adherence to financial<br />

management policies. <strong>CHATA</strong>’s board has a dual<br />

mandate;The Board provides advice, guidance<br />

and moreover functions as a supervisory entity<br />

monitoring the association’s performance,<br />

enacting upon points of attention should this be<br />

required.<br />

As we are progressing into the 21st century, <strong>CHATA</strong><br />

has understood and wholeheartedly embraced the<br />

good governance principle. The Board of Directors<br />

ensures that <strong>CHATA</strong> embraces good governance in<br />

its day-to-day operations by ensuring accountability,<br />

transparency and equitability.<br />



Miles M B Mercera<br />

President & CEO<br />

As the President & CEO, Mr. Mercera reports to the <strong>CHATA</strong> Board of<br />

Directors and oversees <strong>CHATA</strong>’s day-to-day operations and steers the<br />

association in the right direction. Furthermore, Mr. Mercera engages<br />

in international relations and is responsible for lobbying with the<br />

government and other stakeholders on behalf of the private sector. In<br />

addition to this, Mr. Mercera is also the spokesperson on behalf of the<br />

Curaçao Hospitality & Tourism Association.<br />

Vianny Henriquez<br />

Marketing & Product Manager<br />

Ms. Henriquez is the CTB Marketing Liaison for all markets. Additionally,<br />

she also develops and maintains partnerships with stakeholders in the<br />

private and public sector with the aim of achieving a more integrated<br />

and innovative tourism development approach. Furthermore, she is in<br />

charge of product development, <strong>CHATA</strong>’s Communication Strategy and<br />

is responsible for Press Releases and Tourism Awareness Programs.<br />

Selina Maduro - Gumbs<br />

Marketing & Corporate Events Senior Executive<br />

Mrs. Maduro-Gumbs is in charge of all <strong>CHATA</strong> events, implying the<br />

proposal, organization, execution and review of the events while<br />

simultaneously ensuring the retention of existent <strong>CHATA</strong> members<br />

through member specific program development. Mrs. Maduro-Gumbs,<br />

furthermore, specializes in the South American & Caribbean Market<br />

and holds the responsibility to ensure successful engagement in these<br />

markets.<br />

Victoria Liendo<br />

Marketing & Research Executive<br />

Ms. Liendo is in charge of managing <strong>CHATA</strong>’s websites and social<br />

media pages, and is the in-house creative designer. In addition to<br />

this, is in charge of <strong>CHATA</strong>’s research and data collection. Ms. Liendo<br />

is the contact for the Curaçao Dive Task Force and manages all their<br />

marketing efforts. Ms. Liendo, furthermore, specializes in the European<br />

market and holds the responsibility to ensure successful engagement<br />

in this market.<br />


“<br />



“<br />

<strong>CHATA</strong> is a dynamic association and incorporates<br />

its dynamics into its membership benefits. <strong>CHATA</strong><br />

communicates latest developments that are beneficial<br />

information or can affect <strong>CHATA</strong> Members in any way<br />

through several mediums. <strong>CHATA</strong> communicates through<br />

its monthly Newsletter, frequent Newsflashes, Alerts on<br />

situations requiring precautions, and annual Hurricane<br />

Preparedness Kit. <strong>CHATA</strong> also focuses on keeping members<br />

informed on latest trends. <strong>CHATA</strong> gives members the<br />

opportunity to showcase their product through the<br />

quarterly Product Update.These mediums serve to keep<br />

our members informed through digital communication,<br />

<strong>CHATA</strong> also has numerous interactions with its members<br />

to accentuate the benefits of a <strong>CHATA</strong> membership.<br />

<strong>CHATA</strong> organizes a minimum of 3 Membership Meetings and<br />

Marketing Task Force meetings annually, in which members can<br />

express their concerns, provide feedback and brainstorm together<br />

with <strong>CHATA</strong> and the Curaçao Tourist Board on potential solutions<br />

to points of attention. In addition to the Membership meetings<br />

and Marketing Task Forces, <strong>CHATA</strong> also gathers key influencers in<br />

many of its Breakfast Meetings and Lab Sessions, in which subjects<br />

of importance to the sector are discussed in depth with key private<br />

and public-sector partners. In order to tackle challenges, <strong>CHATA</strong><br />

has several Task Forces in place acting as troubleshooters that<br />

advocate points of particular interest. <strong>CHATA</strong> also realizes that<br />

members require attention individually, and therefore regularly<br />

schedules <strong>CHATA</strong> Meets sessions, where the CEO of <strong>CHATA</strong> meets<br />

one on one with its members to provide a keen and listening ear and<br />

recognition of the members. concerns while jointly brainstorming<br />

and, if necessary, working towards a solution.<br />



Destination & Product Marketing<br />

Ensure that Curaçao and its products are adequately promoted by influencing the<br />

marketing strategy set by CTB through active collaboration between both<br />

organizations. Pro-actively initiate marketing activities for the sector.<br />

Air Service – Retention & Growth<br />

<strong>CHATA</strong> to secure growth mainly for the North American Market and secondly for<br />

the South American Market and retain airlift from Europe by working closely with<br />

all existing airlines and actively search for new carriers together with CTB and<br />

Curaçao Airport Partners/Curaçao Airport Holding.<br />

Product & Human Resources Development<br />

Create value for all members by providing a platform for collaboration and<br />

innovation within the sector. Supporting growth and product development of<br />

members by being a source of quality industry information and analysis. Support<br />

all Safety & Security efforts and cleanliness projects. Identify industry educational<br />

and training needs and set a strategy together with members to cope with the<br />

current needs.<br />

Advocacy & Lobbying on behalf of the Sector<br />

Working together is a must, on all fronts. <strong>CHATA</strong> to actively remind government,<br />

CTB and others on the importance of aligning our efforts and jointly invest in the<br />

markets. In addition to this <strong>CHATA</strong> also makes sure that important issues that affect<br />

the tourism industry are addressed by the government and relevant stakeholders.<br />

Communication (Voice of the Sector)<br />

<strong>CHATA</strong> to increase its visibility and recognition as the tourism expert by becoming<br />

more vocal and active.<br />


“<br />

Stars of the Industry Q1 - <strong>2017</strong> at Scuba Lodge<br />

Tahir Alberto<br />

Marketing, Communications & Events Intern at <strong>CHATA</strong><br />

Tahir is always attentive, friendly and a great addition<br />

to the team. He always goes out of his way for his<br />

colleagues and members<br />

- <strong>CHATA</strong> Team<br />


“<br />

Stars of the Industry Q2 - <strong>2017</strong> at Blue Bay<br />

“<br />

Dajanara Constancia Casimiri<br />

Senior Cabin Attendant at Insel Air<br />

Dajanara is very friendly and attentive. She goes out of<br />

her way to make the flight a memorable experience for<br />

her passengers. A true star of the industry!<br />

- <strong>CHATA</strong> Team<br />

“<br />


“<br />

Stars of the Industry Q3 - <strong>2017</strong> at Starbucks<br />

Shariselle Schoop<br />

Pro-Shop Supervisor at Santa Barbara Recreation<br />

Shariselle deserves this award for her effort and<br />

dedication. Shariselle is a great sales person which<br />

makes her an excellent example for the rest of our<br />

staff!<br />

- Santa Barbara Recreation Team<br />

“<br />

Stars of the Industry Q4 - <strong>2017</strong> at Landhuis Bloemhof<br />

11<br />

“<br />

Lihainy Everts<br />

Administrative Assistant GM/Sales at Hilton Curaçao<br />

Lihainy is very pro-active and friendly. She continually<br />

impresses us by the results she produces and her work<br />

ethic speaks for itself!<br />

- Hilton Team<br />


Statement of Financial Position as per December 31, <strong>2017</strong><br />

December 31, <strong>2017</strong> December 31, 2016<br />

ANG<br />

ANG<br />

ASSETS<br />

Current Assets<br />

Cash & Cash Equivalants 185,720 103,769<br />

Accounts Receivable 139,932 188,820<br />

Other Receivables & Prepaid Expenses 29,510 11,680<br />

Non-current assets<br />

Tangible fixed assets 19,677 24,911<br />

Intangible fixed assets 39,412 57,761<br />

TOTAL ASSETS 414,252 386,940<br />


Current Liabilities<br />

Accounts payable 6,398 25,130<br />

Other Payables 23,244 13,755<br />

Tax & Social Premiums 8,501 11,394<br />

NET ASSETS 376,109 336,661<br />


Statement of Comprehensive Income For the Year Ended <strong>2017</strong><br />

December 31, <strong>2017</strong> December 31, 2016<br />

ANG<br />

ANG<br />

INCOME<br />

membership Dues 749,261 760,693<br />

Other Income 176,856 322,620<br />

TOTAL INCOME 926,117 1,083,314<br />


Personnel Expenses 401,352 606,285<br />

Office Expense 62,578 58,699<br />

Gerenal Expense 79,263 91,234<br />

Depreciation & Amortization 32,281 27,917<br />

Provision for Doubtful Debts 27,736 (45,713)<br />

Membership development 52,164 57,669<br />

Product Development & Marketing Expenses 159,551 156,873<br />

Project Costs 71,744 193,263<br />

TOTAL EXPENSES 886,669 1,146,227<br />



<strong>CHATA</strong> FINANCIAL<br />

UPDATE<br />

<strong>CHATA</strong> continued to reap its benefits of outsourcing all<br />

financial administration tasks with the aim to increase<br />

member satisfaction by focusing on membership value.<br />

IBCTC (Prior known as The Business Factory) is the partner<br />

for business administration expertise. IBCTC has been in<br />

charge of <strong>CHATA</strong>’s daily administrative and financial tasks<br />

with a strong focus on Membership Billing & Processing.<br />

<strong>CHATA</strong>’s finance saw a decrease in membership dues<br />

of 7.5%. Total expenses remained well within budget and<br />

<strong>CHATA</strong> decreased its expenses by 17% in comparison to last<br />

year. <strong>CHATA</strong> booked a positive result of Nafl. 39,448 for<br />

<strong>2017</strong>.<br />

Operational Expenses<br />

We have seen a decrease in the personnel and general<br />

expenses of 35%.<br />

Accounts Receivables & Cash Flow<br />

The year <strong>2017</strong> ended with an accounts receivable balance<br />

of Nafl. 139,932<br />

Audit by Deloitte<br />

Audit took place in December <strong>2017</strong> and January, February<br />

& March <strong>2018</strong>, with a focus on a true and fair view of the<br />

financial position of <strong>CHATA</strong>. The audit included an analysis<br />

of <strong>CHATA</strong>’s financial performance and cash flows for the<br />

year. Audit was conducted in accordance with the<br />

International Standards on Auditing.<br />



Tourism Arrivals<br />

In <strong>2017</strong>, Curaçao experienced a decrease in visitor arrivals and visitor nights. One of the main<br />

reasons for the decline in visitors was the decrease in traffic from our neighbor country Venezuela.<br />

In addition to this, Curaçao also lost a lot of traffic due to the decrease in flights from InselAir.<br />

CTB reported a decline of 9.8% visitors to Curaçao in <strong>2017</strong>. In total, 397,886 stay over visitors were<br />

welcomed in the course of this year.<br />

Despite the decrease in visitor arrivals, Curaçao only recorded a decrease in visitor nights of 0.9%<br />

and also recorded an increase in length of stay of 9.9%.<br />

Tourism generated Nafl. 1,563,1 million in <strong>2017</strong>. Utilizing the ‘Turistika Model’, CTB and Ministry<br />

of Economic Development calculated in terms of the contribution to our economy, that tourism<br />

contributed with a direct impact of Nafl. 956.7 million in the year <strong>2017</strong>. This is an increase of 1%<br />

compared to the year 2016.<br />

Hotel Performance<br />

Hotel Occupancy in <strong>2017</strong> was 72.7%, while in 2016 it was 70.7%. Compared to 2016 Hotel Occupancy<br />

increased by 2.82%. Average Daily Rates went up from $144.30 in 2016 to $144.35 in <strong>2017</strong>. The<br />

Revenue Per Available Room has increased with $2.90, being $104.98 in <strong>2017</strong> as compared to<br />

$102.08 in 2016.<br />

Average Hotel Occupancy: 72.7%<br />

Average Daily Rate: $144.35<br />

Revenue Per Available Room: $104.98<br />


<strong>CHATA</strong> ACHIEVEMENTS<br />

Curaçao Culinary Team<br />

Curaçao’s Culinary Team successfully represented Curaçao at the <strong>2017</strong> Taste of the Caribbean<br />

competition organized by Caribbean Hotel & tourism Association (CHTA) in Miami. These highly<br />

motivated young chefs and bartender had the opportunity to create signature dishes and have<br />

various guests enjoy their creations. The chefs performed exceptionally well and managed to<br />

bring home 13 medals. <strong>CHATA</strong> is a great supporter of this event and believes that it is a great tool<br />

to create awareness, support the development of our young professionals in the tourism industry<br />

and showcase our local abilities and delicacies to the world. <strong>CHATA</strong> congratulates the Curaçao<br />

Culinary Team <strong>2017</strong> with their achievement and thanks the team for placing Curaçao on the map.<br />

In September, <strong>CHATA</strong> organized a Culinary Competition for local chefs and bartenders in order to<br />

select the new members of the Curaçao Culinary Team <strong>2018</strong>. The Curaçao Culinary Team consists<br />

of 4 chefs, 1 pastry chef and 1 bartender. 12 Chefs competed for the honor of becoming part<br />

of the new Culinary Team. The winners were selected by a group of elite judges consisting of<br />

international celebrity chef Hans van Triest, winner of Caribbean Chef of the year 2006, Frans<br />

Smits (Capriles Kliniek), Jeroen van der Velden (Gouverneur), Carlos Anthonij (Nemo), Helmie<br />

Smeulders (Caribbean Spice Girl), Mike Pastoor (Avila Beach Hotel) and Toon Kennis (Maris<br />

Stella). The proud sponsors of the culinary cooking competition were: Best Buy, Dani’s Fruit<br />

Center, Delinova, De Jongh Trophies, Firgos, Mangusa, Marnix College Cas Cora, the Papagayo<br />

Hotel, TUI and Twizt Catering. 7 Bartenders competed for the honor of becoming part of the new<br />

Culinary Team. The winner was selected by a group of elite judges consisting of international<br />

judge Raakesh Madoo (CHTA - Taste of the Caribbean Head Judge), Fenton Thomasita (Bartender<br />

Association) and Vanessa Venturini (General Manager - Papagayo Beach Club). The proud<br />

sponsors of the bartender competition were: Acoya Hotel Suites & Villas, Curaçao Tourist Board<br />

, Dani’s Fruit Center, Dutch Treat, Firgos, Gidiana’s Catering, Licores Maduro, The Jongs Trophies,<br />

Contemporaneous Events, and Point Snack.<br />

NosTURismo Campaign<br />

In <strong>2017</strong>, <strong>CHATA</strong> released the last 2 episodes of the ‘NosTURismo’ campaign. The essence of this<br />

campaign was to convey the message that tourism and destination development is a contribution<br />

of all of us. That tourism does not have one owner, it is owned by the thousands of people living<br />

and working on Curacao both directly and indirectly in our tourism industry. This campaign was<br />

also a celebration and recognition of the passion and motivation that makes this tourism business<br />

happen! All 12 episodes can be found on <strong>CHATA</strong>’s YouTube channel.<br />

<strong>CHATA</strong>’s Product Update<br />

Innovation distinguishes between a leader and a follower. It is imperative for a business operating<br />

in the tourism industry to regularly develop new services or products that can create additional<br />

value to the customer. Each quarter, <strong>CHATA</strong> identified key insights on all noteworthy updates from<br />

all <strong>CHATA</strong> members and compiled these in its quarterly Product Update <strong>Report</strong> that is shared with<br />

tour operators, travel agents, PR agencies and other key stakeholders.<br />


InCuraçao - <strong>CHATA</strong> in Room Magazine<br />

The new edition of the <strong>CHATA</strong> in-room Magazine and visitors guide, InCuraçao was launched in<br />

December <strong>2017</strong>. In this edition, we focused on bringing our local experiences to live. The InCuraçao<br />

magazine showcases different experiences and things to do on the island based on 6 travel<br />

types namely, The Gentle Explorer, The Cultural Explorer, Crazy Spirit, No Hassle Traveler, Solo<br />

Traveler and Foodie. In addition to this, InCuraçao Magazine also launched an experiential video<br />

showcasing Curaçao from the perspective of an adventurous traveler. This magazine is available<br />

in all <strong>CHATA</strong> Accommodations. A special thanks to Fortress Interactive for making the InCuraçao<br />

Magazine a reality.<br />

Stars of the Industry<br />

<strong>CHATA</strong> continued to recognize its employees and supervisors during the year. In <strong>2017</strong> <strong>CHATA</strong> had<br />

the pleasure of awarding 70 employees with the Stars of the Industry Award. A special thanks<br />

goes out to all the sponsors of the event, CineMark Curaçao, United Distributors, Sprock Distilleries,<br />

Landhuis Chobolobo, Starbucks Curaçao and Atlantis Diving which provided the nominees with a<br />

small token of appreciation for their hard work and dedication for the industry.<br />

Active Participation at Fairs & International Tradeshows<br />

<strong>CHATA</strong> attended several tradeshows and represented its members at Vakantie Beurs, ANATO,<br />

CHTA, ITB, Meetings with Airlines, Wholesalers and many more! (All partners received a Trip<br />

<strong>Report</strong>.)<br />

<strong>CHATA</strong> Language courses<br />

In its efforts to increase the language proficiency in the tourism sector, the <strong>CHATA</strong> Academy<br />

provided language courses to tourism professionals in Curaçao. Through these courses <strong>CHATA</strong><br />

wants to equip our tourism professionals with the necessary tools to provide a better experience<br />

to our visitors by being able to speak their native language. In <strong>2017</strong> <strong>CHATA</strong> provided courses in<br />

German, Spanish and Portuguese. A total of 71 participants took part of the various language<br />

courses.<br />

MoU between <strong>CHATA</strong> and CTDF<br />

In January <strong>2017</strong>, CTDF and <strong>CHATA</strong> signed a MoU stating that they will work together on the<br />

development and promotion of our tourism product. In addition to this both parties have committed<br />

to the execution of the Tourism Master Plan.<br />

<strong>CHATA</strong> & GreenKidz join forces<br />

On October 6th <strong>CHATA</strong> announced that it will partner with GreenKidz in order to educate the youth<br />

about the importance of Tourism and Sustainability. The aim is for students to better understand<br />

the relationship between a clean and environmentally conscious island, a strong tourism sector,<br />

sustainable economic development and job opportunities on the island. <strong>CHATA</strong> visited multiple<br />

elementary schools to work up & close with some eager students.<br />


<strong>CHATA</strong> Asina No Campaign<br />

In March <strong>2017</strong>, <strong>CHATA</strong> launched a two part local awareness campaign titled “Asina No” engaging<br />

the community and highlighting tourism as the most important economic pillar of the island. In the<br />

first part of the awareness campaign a little boy pleads for concrete actions from the community<br />

to support our tourism industry The second part of the awareness campaign includes again a<br />

video- illustrating the same boy, but this time inspiring the public on how positive change can be<br />

accomplished. The awakening message motivates the entire community to take the right actions.<br />

This video is a direct message to the government and the people of Curaçao to stay involved in the<br />

tourism industry. The safety of our visitors is an important issue. As the boy in the video inspires,<br />

“What’s done is done, we must look ahead. Let’s take this road together; the future of this island<br />

is in my hands, but you- the adult- are my example.”<br />

<strong>CHATA</strong> Tourism Lab<br />

In <strong>2017</strong>, <strong>CHATA</strong> organized a session with industry professionals to explore concrete possibilities to<br />

incorporate tourism in our school curriculum. Students are not well acquainted with what tourism<br />

entails and are often misinformed about the range of opportunities that the sector provides. On<br />

November 23rd, <strong>CHATA</strong> hosted its first Tourism Lab sponsored by MCB where Mrs. Maghalie<br />

van der Bunt George, General Director of VPCO provided an interactive workshop on how to<br />

incorporate tourism within our school curriculum. The goal of the meeting was to develop concrete<br />

ideas which can be implemented by the private sector in partnership with different school boards<br />

and the Ministry of Education, Science, Culture and Sports.<br />

<strong>CHATA</strong> Launches Silent Auction<br />

From the 3rd till 27th of September, <strong>CHATA</strong> held its annual Silent Auction. During this online<br />

fundraising, the guests were able to bid on all kinds of wonderful deals. Deals varying from<br />

weekend stays, flights and much more. This annual fundraising is organized in order to raise funds<br />

to be invested in the tourism development such as the tourism awareness campaigns, human<br />

capital development and promotion of the destination. But last year the Silent Auction was held<br />

for an additional purpose. As an apprehensive sister association, <strong>CHATA</strong> pledged to use the Silent<br />

Auction platform as a way to support destinations that were affected by hurricane Irma. A part of<br />

the proceeds went to Hurricane Irma Relief Funds for the SSS Islands. In total <strong>CHATA</strong> was able to<br />

raise 9,654.04 Nafl. from the auction.<br />

<strong>CHATA</strong> Marketplace<br />

In December <strong>2017</strong>, <strong>CHATA</strong> & CTB organized the Global Trade Symposium in which over 70 tour<br />

operators and airlines from Europe, North America South America and Caribbean visited Curaçao.<br />

During the symposium <strong>CHATA</strong> organized a Marketplace in which the <strong>CHATA</strong> members had the<br />

opportunity to meet one on one with several tour operators. During the marketplace, the tour<br />

operators also had the opportunity to indulge in several experiences such as a hand massage, an<br />

arts workshop, Senior liqueur tasting and CurAloe juice tasting.<br />


MCB Breakfast Meeting<br />

Throughout this year <strong>CHATA</strong> has been voicing its concerns regarding several matters within the<br />

tourism industry that need urgent attention such as the restructuring of CTDF and a CEO for CTB.<br />

However, sustainable tourism development is dependent on many components both within and<br />

outside of the tourism sector such as a favorable investment climate and regulatory framework.<br />

For this reason, <strong>CHATA</strong> invited Mr. Daniel Hodge former Chairman of the Curaçao Bankers<br />

Association to provide his insight on the role of banking and the development of our tourism<br />

sector in a <strong>CHATA</strong> MCB Breakfast Meeting.<br />

According to Mr. Hodge, “Each and everyone on the island holds different but equally important<br />

tools to grow our industry”. The role of the banking sector is to finance solid initiatives to<br />

increase qualified capacity (i.e. rooms) on the island. Furthermore he emphasized that we must<br />

institutionalize the undertaking of tourism related research and the collaboration among the most<br />

relevant partners in order to identify where to target our best efforts in terms of service delivery,<br />

product attractiveness and combatting tourist related crime.<br />

Member Meeting<br />

in <strong>2017</strong>, <strong>CHATA</strong> held several Member Meetings to provide its members with an update of the<br />

industry. Often <strong>CHATA</strong> also invites keynote speakers to elaborate on trending topics affecting the<br />

industry. 2 of our most remarkable keynote speakers of <strong>2017</strong> include the Honorary Minister of<br />

Economic Development Dr. Steven Martina and Mrs. Ronella Tjin Asjoe–Croes (CEO of ATA). The<br />

Minister spoke about the future of the industry and his commitment to a public private structure<br />

for CTDF and leadership for the organization. Furthermore, he also requested the commitment of<br />

the hospitality industry to take initiatives and invest in the development of the sector.<br />

Mrs. Ronella Tjin Asjoe–Croes provided the audience with an insight into the evolution of the<br />

Aruba Tourism Authority from a government agency to a unique independent legal entity within<br />

the public sphere. Mrs. Tjin Asjoe- Croes shared with the audience that the transformation of ATA<br />

has enabled the organization to become more flexible, effective and pro-active. Furthermore, their<br />

strong collaboration with the private sector has enabled Aruba to maintain its competitive edge<br />

within the Caribbean. Mrs. Ronella Tjin Asjoe- Croes emphasized that Curaçao should not strive<br />

to become like Aruba, but rather should learn from its peers and use the acquired knowledge to<br />

strengthen the unique capabilities of the island.<br />

Curaçao Inclusion Project<br />

<strong>CHATA</strong> has partnered with the Alton Paas Foundation in order to promote accessibility amongst our<br />

members. The Alton Paas Foundation aims to raise awareness and to work for a better quality of life<br />

for people with spinal cord injury and other neurological disorders in the community of Curaçao.<br />

In <strong>2017</strong> Alton Paas launched the Inclusion Project. The project consisted of an accessibility audit<br />

of all <strong>CHATA</strong> Member Hotels and Restaurants. The most the most accessible hotel, restaurant and<br />

employer was recognized during the Curaçao Inclusion Award. Avila Beach Hotel was awarded<br />

the most accessible hotel and Nautilus Restaurant was awarded the most accessible restaurant.<br />


<strong>CHATA</strong>’s 50th Anniversary on April 3rd, <strong>2017</strong><br />

<strong>2017</strong> was an exciting year for <strong>CHATA</strong> seeing that we celebrated our 50th anniversary. <strong>CHATA</strong><br />

is immensely proud for having been able to accomplish so much in the last 50 years with<br />

the support of our members. One of the ways in which <strong>CHATA</strong> decided to commemorate this<br />

important anniversary was by launching an awareness campaign to educate the community on<br />

the importance of tourism. In addition to this <strong>CHATA</strong> also partnered with some of its members<br />

to provide some wonderful deals to our visitors, such as discounted hotel stays during the low<br />

season.<br />

CTB/<strong>CHATA</strong> Marketing Retreat<br />

In September <strong>2017</strong>, <strong>CHATA</strong> and CTB held a marketing retreat to collectively discuss the marketing<br />

approach and tactics for <strong>2018</strong>.<br />


Airlift<br />

In <strong>2017</strong> we have seen some promising airlift developments in airlift capacity. KLM added 3<br />

additional flights a week to Curacao, amounting to a total of 12 flights per week. The Caribbean<br />

and South America market celebrated great success with the inauguration of Fly Allways flights<br />

to and from Suriname twice a week. Next to this Winair also started providing flights to Curacao<br />

3 times a week. Sunrise Airways also launched its new twice weekly air service from Haiti to<br />

Curaçao starting in November.<br />

In <strong>2017</strong> some airlines providing air service to Curaçao experienced difficulties. Air Berlin ended<br />

all its Caribbean flight schedule from Dusseldorf in September <strong>2017</strong> as result of a bankruptcy in<br />

August <strong>2017</strong>. Insel Air experienced financial difficulties and was forced to suspend many routes in<br />

order to decrease cost. At the moment Insel Air only provides air service to Aruba, Bonaire<br />

St. Maarten and Suriname.<br />

MoU AirBnB<br />

On January 17th, the then Minister of Economic Development, mr. Eugene Rhuggenaath and the<br />

then Minister of Finance, mr. Kenneth Gijsbertha on behalf of the Government of Curaçao signed<br />

an important agreement with Airbnb that will help to promote Curaçao as a world class tourist<br />

destination. This partnership will also create a framework that will allow the Government of Curaçao<br />

and Airbnb to address issues such as taxes, host accommodation standards and regulations share<br />

aggregate data and support Curaçao’s tourism marketing campaigns.<br />




Chairman of <strong>CHATA</strong><br />

Q: How do you reflect on last year’s journey of<br />

the Board?<br />

A: I would have to say that it was an overall good<br />

year. Especially seeing the fact that the board aligned<br />

themselves behind the same goals which evidently led<br />

to the Board becoming even stronger.<br />

Q: What is the main difference between being a<br />

regular member of <strong>CHATA</strong> and a member of the<br />

Board?<br />

A: As a member, I often had the perception that<br />

resolving certain matters took too long or had<br />

little progress. However, as a board member, you<br />

get a better sense of the intricacy of the Tourism<br />

industry and therefore get a bigger appreciation<br />

of the victories. The government is a big influencer<br />

in the industry, especially when it regards the<br />

financial decisions of CTB as an organization. With<br />

this in mind I believe that it would benefit CTB and<br />

the industry , if CTB became more independent of<br />

the government in accordance with the TMP. At the<br />

end of the day CTB needs to become a balanced<br />

organization connecting the government and the<br />

private sector.<br />

Q: Why did you apply for the position of<br />

Chairman?<br />

A: I always had the passion to contribute to the further<br />

betterment of the industry. As the owner of a hotel, I have<br />

both the time and expertise to delve into the position of<br />

Chairman and provide leadership the board.<br />

Q: What is your main priority as Chairman of the<br />

board?<br />

A: As the Chairman of <strong>CHATA</strong> my main goals is the<br />

implementation of the Tourism Master Plan. Seeing the<br />

importance and the amount of effort that was put into<br />

making this plan it is imperative that we implement now<br />

and for all.<br />

Q: How will you manage for <strong>CHATA</strong> to reach this<br />

goal?<br />

A: I would like <strong>CHATA</strong> to create a stronger bond with CTB<br />

and the government. <strong>CHATA</strong> often has valuable data that<br />

the CTB and Government can utilize. By unifying these<br />

organizations, we can unquestionably reach milestones<br />

and enforce our Tourism industry!<br />

Q: What can our members expect from you as our<br />

new Chairman?<br />

A: I have an open door policy just like I have with my<br />

employees. My door will be always open for all members<br />

who wish to provide me with their feedback. For me it is<br />

essential to give everyone the opportunity to express<br />

their opinion in an open and comfortable environment. I<br />

am always open for constructive criticism, because at the<br />

end of the day the future of this industry depends on the<br />

teamwork from all of us.<br />

Q: Where do you see our tourism industry over<br />

10 years?<br />

A: Basically with a doubled amount of hotel rooms & a<br />

doubled ADR. I firmly believe that this is achievable<br />

especially seeing that the international economy is<br />

getting better. A stronger economy gives consumers<br />

the opportunity to invest more into the travel industry.<br />

Curaçao has a rich culture with dushi people, crystal blue<br />

beaches, breathtaking natural scenery and charachteristic<br />

historical buildings. Altogether a perfect destination with<br />

immense potential<br />

Q: What is your message to the Members?<br />

A: Let us all unify ourselves. We need to focus on our<br />

qualities and creating synergies instead of nitpicking on<br />

what we lack. With this mindset we can unquestionably<br />

make this industry a high quality and well-oiled machine.<br />


Q: How would you describe your period as the<br />

chairman of the board?<br />

A: It was a period of bridging gaps between the public<br />

& private sector and maintaining the focus on some<br />

important matters that played an imperative role within<br />

the industry. To be frank it was different than what I<br />

expected. Often it is easy for us to criticize decisions an<br />

organization or someone in an organization takes without<br />

having proper insight. As the chairman, of the board it<br />

was noticeable for me how much effort different people<br />

and organizations invest in the betterment of the industry<br />

that often does not meet the public eye. This has led me<br />

to have a better understanding and appreciation of the<br />

different stakeholders within the tourism sector. I believe<br />

<strong>CHATA</strong> can play a bigger role in keeping its members<br />

and the public up to date about efforts being done for the<br />

development of the industry.<br />

Q: What do you consider personal achievements<br />

and or achievements of the board?<br />

A: As the board of <strong>CHATA</strong> we managed to unite behind<br />

common goals and priorities. Also, we were able to gain<br />

more understanding and knowledge of the public sector<br />

and achieved improved collaboration with CTB and the<br />

government.<br />

“<br />

Q: Any advice for the current board and the<br />

membership?<br />

A: My advice to the <strong>CHATA</strong> Board is to keep their eyes<br />

on the prize and not deviate from the goals that have<br />

been set. In addition to this I advice them to try and place<br />

themselves in the shoes of the other party. Try to see<br />

things from their perspective and take their needs and<br />

motivations into account. This will make it easier for both<br />

parties to achieve their goals.<br />

To the members, I urge them to become more active and<br />

stop focusing on the negative. It is time for us as members<br />

of <strong>CHATA</strong> to become more proactive and start taking<br />

initiatives. We need to stop asking what our country can<br />

do for us and start asking what we can do for our country!<br />

With this change of mindset, we can all surely get a step<br />

closer to a stronger and fructiferous Tourism industry.<br />

21<br />


Former Chairman of <strong>CHATA</strong><br />

It is time for us as <strong>CHATA</strong> members to become<br />

more proactive and start taking initiative.<br />

“<br />


Former Treasurer of <strong>CHATA</strong><br />

Q: How do you perceive your past 9 years as <strong>CHATA</strong><br />

Board member?<br />

A: When <strong>CHATA</strong> approached me 9 years ago to become a<br />

board member of <strong>CHATA</strong>, I decided to take on the position<br />

because of the impact the industry had on the economy of<br />

Curaçao. I figured if the industry is doing well, so will the<br />

economy and so will my business. One of the personal<br />

goals I have achieved within <strong>CHATA</strong>, is contributing to<br />

making <strong>CHATA</strong> a more inclusive organization through the<br />

restructuring of the board elections.<br />

In the past, it was the case that the current board members<br />

compiled a list with potential new candidates for the<br />

board and submitted these for approval to the membership.<br />

Other members also had the opportunity to place<br />

themselves up for election, however they had no board<br />

endorsement. As a result, the same board members remained<br />

within the board year after year. This non-democratic<br />

way of appointing the board was the reason why<br />

many companies choose not to affiliated themselves with<br />

<strong>CHATA</strong> at that time. By changing the system, it became<br />

easier to unify the sector and garner support for <strong>CHATA</strong>.<br />

Q: What was your main goal as a board member<br />

of <strong>CHATA</strong>?<br />

A: As owner of Impacto and at the time Director of the<br />

owning company of the Marriot Hotel I often fulfilled the<br />

role of a board member from a hotel point of view. My<br />

main goal was therefore, to increase ADR. Unfortunately<br />

the ADR is still relatively low, especially when you<br />

compare it with other destinations in the Caribbean<br />

region. The ADR is increasing but not at the same speed<br />

and level as our neighboring countries. Therefore, we<br />

need to start working twice as hard if we want to get to<br />

the desired ADR.<br />

Q: What would you like to advice the current<br />

board and its members?<br />

A: Increase room capacity by expanding & renovating<br />

current accommodations and later on move to constructing<br />

brand new ones. I think if this is accomplished than we<br />

can count on a stronger tourism sector.<br />

Q: Now that you’re not a board member anymore,<br />

what can we expect from you in the future?<br />

A: I am looking forward to re-establish and reinforce hospitality<br />

courses in our educational system, by introducing<br />

the concept of “Werkend Leren” in partnership with<br />

different school boards. But needless to say, as an active<br />

<strong>CHATA</strong> member, my company and I will always be available<br />

to support and advice the board when and if needed.<br />

I wish the current board nothing more than wisdom and<br />


YOUR <strong>CHATA</strong> MEMBERSHIP<br />

1.<br />


We engage in frequent dialogues with our members<br />

to inform them of our actions and to remain up to date<br />

on their concerns.<br />


We are recognized as the voice of the industry.<br />

We develop innovative plans of action that<br />

set the tone within the tourism industry.<br />

2.<br />

3.<br />


Our research department provides you with up to<br />

date information, which contributes to the reliability<br />

of your trend forecasts and assists in gearing<br />

your product development in the right direction.<br />


Our pro-active approach to challenges and<br />

opportunities within the industry enables us to<br />

provide you with accurate and timely information<br />

4.<br />

5.<br />


We promote strong Public Private Partnership with all<br />

entities, to grow our tourism industry<br />


%<br />

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Colophon<br />

Concept: <strong>CHATA</strong><br />

Design: <strong>CHATA</strong><br />

Content: <strong>CHATA</strong>. <strong>CHATA</strong> Board,<br />

IBCTC, Deloitte, CTB, MEO<br />

Editing: <strong>CHATA</strong><br />

Photography: Theo Meijer, ESO<br />

and <strong>CHATA</strong>

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