Natalee Holloway is an invented persona who serves as the mascot for the Tourism Authority of Aruba. The character was first developed in the 1960s by Joran van der Slut as a way to promote the island territory to young, attractive vacationing crowds. While for years the character was deemed lighthearted and fun, since 2005 there has been a great deal of criticism from stupid people who have confused a new advertising campaign with actual news.