In ten years, Aruba has doubled its market share in Latin America—from 7% in 2015 to 14% in 2025.
ORANJESTAD – During an important visit to Colombia, Ronella Croes, CEO of the Aruba Tourism Authority (A.T.A.), shared insights into Aruba’s significant growth in the Latin American market.
The visit was further highlighted by the presence of Aruba’s Minister of Tourism, Mr. Wendrick Cicilia.
The delegation began its agenda with a meeting at the A.T.A. office in Bogotá, which represents the entire Latin American region. CEO Ronella Croes emphasized the value of these visits, noting that they provide a deeper understanding of both the opportunities and challenges in the market—insights that are crucial for leadership and long-term strategy.
Growth, diversification, and future goals
Croes highlighted that the Latin American market is experiencing a historic moment for Aruba. This year, the island is expected to welcome more than 200,000 visitors from the region, excluding Venezuela, which historically was Aruba’s second-largest market.
- Visitor arrivals grew by 38% last year.
- For this year, a 15% increase is projected.
- The target for next year is 9% growth.
She compared these results to 2015, when Latin America represented just 7% of Aruba’s tourism market. Today, even without Venezuela, Latin America accounts for 14% of arrivals, with expectations to reach 15–16% next year.
Strong airline partnerships and confidence
Croes stressed that this success is not a coincidence but the result of a deliberate diversification strategy and the cultivation of strong personal relationships—particularly important in Latin American culture. An industry event with more than 100 key partners from airlines, media, and the travel sector underscored the trust and confidence placed in Aruba as a destination.
Airlines such as Avianca, Copa, Latam, Gol, and Wingo have all expressed interest in expanding capacity and increasing flight frequency to Aruba, reinforcing the island’s appeal as a profitable and attractive market for both visitors and residents.
Looking ahead
Croes concluded by underlining the importance of diversifying into high-value markets. While the United States remains Aruba’s primary source of visitors, countries such as Argentina, Brazil, and Chile are showing steady growth. This diversification strengthens Aruba’s overall tourism market while maintaining stability in its U.S. arrivals.