A.T.A. shares the January 2026 result.

During 2025, Aruba registered 1,028,071 Visa cardholders from 152 countries, which generated a total of USD 696 million in spending.

It shows a broad spending pattern, where both cardholders and transactions continued to rise at a healthy pace.

In 2025, Restaurants & Dining remained the category with the most expenditure, totaling USD 204.4 million. Hotels & Lodging followed with USD 166.9 million, and Retail with USD 153.6 million. Food & Grocery (USD 46.3 million) and Transportation (USD 31.2 million) also formed part of the main expenditure. Additionally, different regions exhibit varying behaviors: the United States and Canada allocate more for dining and lodging, Europe spends a larger portion on accommodation, and Latin America has a more balanced distribution among retail, dining, and groceries.

STATISTICS ACCORDING TO THE UPDATE IN THE TOURISM INDUSTRY

STAYOVER, STAYING, AND MARKET SHARE

The tourism outlook for January 2026 shows a solid combination of arrivals, extended stays, and a broad market mix. Aruba received a total of 136,578 stayover visitors. The total number of nights stayed reached 1,064,432, resulting in an Average Length of Stay (ALOS) of 7.8 nights. This figure reflects a higher level of commitment and interaction with Aruba as a destination.

In the North American region, 73.9% of visitors originated, with Latin America contributing 18.9%. Europe accounted for 4.7%, while other regions made up 2.5% of visitors.

Latin America experienced stronger momentum. Argentina had the best performance, surpassing Canada in total arrivals for the month. Also, visitors from Argentina stayed longer than the overall average. This trend was further supported by the new airlift, as Argentine Airlines began its flights to Aruba in January and showed strong performance during its initial phase.

Visitor profile data highlights Aruba's appeal to travelers from various generations. Together, Generation X and Baby Boomers account for 54.1% of all visitors. At the same time, there is a noticeable increase in Gen Z visitors, showcasing a trend of multi-generational travel and the emergence of a younger demographic that continues to grow. Visitor satisfaction remained high, reinforcing Aruba’s appeal as a destination.

At the center of Aruba's tourism strategy is a broader vision: a transition from traditional tourism to a regenerative visitor economy, a model that gives back. The focus is on stabilizing visitor numbers while attracting high-value visitors through a replacement strategy. This strategy prioritizes visitors who stay longer, contribute more to the local economy, and share responsible travel values.

Visit www.ata.aw every month for the A.T.A.'s  Statistical Monthly Report.