Advocacy:
CHATA is to lobby for private sector represenation in CTDF, air acces, investment promotion, tourism taxation, and marketing funding. It is important for CHATA to keep an open communication with all political parties, forming part of coalition and opposition alike, as well as with major public stakeholders.
Communication:
CHATA is to increase awareness of the tourism industry and its importance among the local population and communicate the responsibilities in tourism of the public and the private secor to government, strategic partners, members and the public at large.
Finance:
Adress the financial health of CHATA, attract new members and retain existing membership. Support the funding for tourism marketing, product development and management, education and training.
Governance:
CHATA is to discuss where the organization should be headed in the near and longer term, to asses how well CHATA is performing (programmatically, financially, administratively) and to identify particular govering issues that deserve serious board atention.
Human Resources :
CHATA is to support the HR intrastructure Infrastucture Program and to promote performance improvement and recognition through programs like CaribCert and Stars of the Industry, and service programs like AMEX Quality Service programs. CHATA is to promote the introduction of tourism in the school curriculum for primary and secondary schools, as well as to support hospitality education and encourage the interest among students for a career in tourism.
Marketing:
In view of the overriding importance of the marketing of the destination and the packaging (alingment) of the tourism product, the Marketing Executive Committee (MEC) will meet on a quarterly basis to monitor progress and set (or correct) direction. Marketing Task Forces will continue to meet on amonthly basis to discuss marketing actions and coordinate between CTB and Hotels. A formal review of marketing effectiveness is to take place at least every 6 months to evaluate and discuss the marketing plan and actions.
Marketing Task Forces:
Product Development :
Product development will require the full attention of CHATA and CTB. Issues to adress are amongst others security, beach improvement, cleanliness, taxi's, signage and the arrival experience at the airport. The opening of the Curaçao Airport in June 2006 will be used as a catalyst for product improvement and the promotion of the Curaçao Experience.
