For the First Time: Argentina Becomes Aruba’s Leading Market in Latin America

By August 2025, the island welcomed 41,788 Argentine visitors, representing extraordinary growth of 126.5%, a 4% global market share, and an impressive 28% share within Latin America.

These achievements highlight the strong preference of Argentine travelers for the One Happy Island and reflect the impact of Aruba’s focused strategy on promotion, connectivity, and unique visitor experiences. With the launch of direct flights by Aerolíneas Argentinas, Aruba Tourism Authority (A.T.A.) projects continued growth in this market through 2026, further strengthening Argentina’s presence on the island.

Tourism development in Aruba continues to prioritize the stabilization of visitor arrivals globally while focusing on high-value markets. In Latin America, this includes consolidating the Colombian market and expanding the Argentine market, whose visitors typically stay an average of nine nights and demonstrate a higher spending pattern compared to other regions.

Tourism Statistics – August 2025

Aruba welcomed 132,728 stayover visitors in August 2025, reflecting a 5.3% increase compared to August 2024—an absolute gain of 6,670 visitors.

The most notable growth came from the Latin American market:

• Argentina: +250.8%;
• Brazil: +57.2%.

In North America, Canada stood out with +19.4% growth.

Market Distribution

By August 2025:

• 75.2% of visitors came from North America;]\
• 16.6% from Latin America;
• 5.5% from Europe.

Latin America’s growth was mainly fueled by Argentina and Brazil, while Europe showed positive increases, led by the Netherlands and Italy.

Short-Term Vacation Rentals (STVR)

A.T.A. continues to monitor and analyze the STVR sector through the Lighthouse platform. Comparing August 2025 to August 2024:

• Occupancy remained stable at around 54%;
• ADR (Average Daily Rate) reached USD $308;
• Total YTD revenue through August 2025 was USD $215.2 million, up from USD $172.3 million in 2024.