Full Name
Sanju Luidens
Job Title
Chief Marketing Officer
Aruba Tourism Authority
Speaker Bio
Known for her innovative thinking and passion for the destination, Aruba Tourism Authority (A.T.A.) Chief Marketing Officer Sanju Luidens-Daryanani is dedicated to raising the bar on the island’s tourism efforts year after year. Mrs. Luidens-Daryanani applies 20+ years of marketing, finance and tourism expertise to effectively lead Aruba’s local and international destination marketing units – and is personally tasked with setting the strategy and direction for global marketing programs, in addition to managing overseas offices, agencies and budgets. Since her appointment as CMO in 2011, Aruba has maintained its stance as one of the most revisited destinations in the Caribbean, while simultaneously evolving to attract a fresh and more affluent audience.

Mrs. Luidens-Daryanani’s success as CMO is largely influenced by her previous roles in tourism on both the private and public sector – she served as the Advisor to Aruba’s Minister of Tourism on two occasions, was Marketing Manager at AHATA and was the Marketing Director for A.T.A. when it was a government entity.

In only one year, she led the project of privatizing A.T.A. from a government department to an independent entity within the public sphere. This new format has allowed A.T.A. to thrive in a highly competitive market and continue to improve as a tourism product.

Currently, Mrs. Luidens-Daryanani is tasked with leading the marketing team at A.T.A. in the planning and execution of the international communications strategy throughout all stages of the COVID-19 pandemic pertaining to tourism marketing as well as international crisis communications.

Outside of work, Mrs. Luidens-Daryanani is actively involved in the local community. She currently serves on a number of boards, including Fundacion Parke Nacional Aruba (FPNA), and the Rotary Club of Aruba. In the past, her board participation includes the Aruba Airport Authority, Aruba Quality Foundation, and the Fundacion Anti Droga Aruba (FADA).

Mrs. Luidens-Daryanani received her Bachelor’s degree in International Relations at Wheaton College, MA, and an MBA in Finance with a Minor in Marketing at the University of Miami.

On a personal note, Mrs. Luidens-Daryanani has three children, ages 22, 19 and 11.
Sanju Luidens