Case Study: Aruba Tourism Authority boosts visitor identification and island spend with RWS

Attracting Visitors to the Island and Boosting Spend

Aruba Tourism Authority (ATA), the island’s destination marketing organization, needed to boost tourism and visitor spend but was hamstrung by a decades‑old manual system for collecting immigration card data. More than 13 million raw records were entered by hand, causing data integrity problems, low (≈30%) email opt‑ins, inability to recognize repeat visitors or properly run the “Happy Returners” Ambassador program, and complex global/language segmentation challenges.

ATA partnered with Ansira and implemented SDL Campaigns to create an engagement marketing database that aggregated visitor records to the individual level and enabled personalized, interest‑based campaigns (e.g., visit history, trip type, anniversaries). The cleanup condensed 13 million cards into 8 million aggregated individuals, identified over 1,500 previously uncaptured Ambassador candidates, and supported customized offers designed to increase island spend and drive future hotel bookings.

Aruba Tourism Authority