Aruba celebrated 10 years of operations in Colombia as a regional hub for Latin America

This anniversary marked a milestone in the island's history and reaffirmed its commitment to growth, innovation, and connecting with new markets in the region.

The relocation of the regional office from Venezuela to Colombia in 2015 marked a turning point for ATA. The decision allowed Aruba to move toward new horizons, strengthen relations with the tourism sector, and consolidate the Colombian market as the most important for the island in Latin America.

Over these ten years, the results have been overwhelming. Between 2015 and 2025, Aruba welcomed more than 1 million Latin American tourists, a figure that translated into a doubling of its market share, from 7% to 14%. This growth was accompanied by an 89% increase in air connectivity, rising from 171,000 to 322,000 seats available to the island in just six years.

“Over these 10 years, we have built a strong and close relationship with Colombia and all of Latin America. These figures reflect our collective effort and commitment to continue positioning Aruba as a leading destination in the region,” said Jordan Schlipken, Director of Latin America for the Aruba Tourism Authority.

Working with the airline industry has been essential along this path. Avianca, Wingo, Copa Airlines, LATAM Airlines, and Gol have been strategic partners, enabling the opening of new routes and increased flight frequencies, making it easier for more Latin American travelers to discover Aruba, the happy island.

Along with advances in connectivity, the Colombian office has spearheaded high-impact campaigns that have strengthened the brand's positioning in the region. Initiatives such as He Said Yes, Love at First Visit, One Happy Baby's, Extended Happiness, Black Friday and Sunny Days, and the Aruba Effect, among others, marked milestones in Aruba's communications, conveying innovative messages and consolidating the island's identity in the minds of travelers.

Tourism is at the heart of Aruba. According to the World Travel & Tourism Council (WTTC), while in Colombia this industry represented 4.8% of GDP in 2023, in Aruba it reached nearly 80%, a difference that reflects the centrality of tourism to the island and the ongoing commitment to offering unique experiences to every visitor.

During the commemoration, ATA expressed its gratitude for the presence and support of Aruba's Minister of Tourism, Transport, and Labor, Wendrick Cicilia; Philippe La Reine, Chief of Staff of the Ministry of Tourism; and Jo-Arends, from Queen Beatrix International Airport. Schlipken also highlighted the leadership of Ronella Croes and Sanju Luidens, CEO and CMO of ATA, who supported the decision to establish headquarters in Colombia a decade ago. He also acknowledged the commitment of the ATA Latin America team: "Every achievement was a reflection of a collective effort. None of this would have been possible without you, because this has, without a doubt, been a collective effort."

The celebration of these ten years was not only a moment to remember, but also an opportunity to project the future. With vision, investment, and talent from Colombia, ATA reaffirmed its commitment to continue inspiring, connecting, and transforming the travel experience in Latin America, consolidating new opportunities and maintaining Aruba as a leading destination in the region. 

Bonbini always to Aruba, the happy island.

Fuente: Aruba Tourism Authority.