The Aruba Tourism Authority is a government department funded by public funds. It has led the tourism marketing activities for over 50 years, diversifying markets and intensifying its activities in the marketplace. As the organization functions under government regulations in a private sector environment, it lobbies for more flexibility and independence in implementing its marketing plan.

The Aruba Tourism Authority shares the government's macro-economic objective in further stimulating tourism as its key economic activity. Aruba Tourism Authority's general marketing objective is to invest in markets and in marketing activities, which will result in an increase of stay-over visitors. To achieve this objective, the Aruba Tourism Authority works to stimulate the interest of visitors in defined markets, encouraging them to choose Aruba for their holidays, meetings, incentives and conventions.

The Aruba Tourism Authority's scope of responsibilities in the continuous successful development of Aruba's tourism industry is reflected in various success stories in the history of tourism and, in particular, in the annual increase of visitor, occupancy, expenditure and room nights. The main purpose of the Aruba Tourism Authority is to function as a leader in all forms of marketing, and promotion, online and offline, tourist information and customer service, sponsorship and organization of special events and hosting of partners, media, agents and special guests.