Curaçao promotes sustainable tourism growth and air and sea connectivity

How do you explain the growth of tourists staying in Curaçao and how do you make it sustainable?

It's a collaborative effort between the public and private sectors, with consistency in our marketing efforts. The Tourism Board promotes the island as a vacation destination, while hoteliers promote their properties and, indirectly, the island in the international market. This public-private partnership, along with a consistent strategy for 36 years, has been key to our success.

What are your main markets and how do you diversify your strategy?

The Netherlands is our natural market due to our territorial ties, and Venezuela has historically been another. But 20 years ago, we decided to diversify: the United States, Canada, Germany, and other European countries. We also decided to diversify our markets, focusing on Brazil, Argentina, and soon Lima, Peru, through LATAM flights. Diversifying markets is the foundation of our strategy to increase connectivity and stability.

What's new in air and cruise connectivity?

In cruises, we're positioned as part of the ABC Islands, along with Aruba and Bonaire, with interporting routes that allow visitors to embark and disembark on different islands. A cruise with stops in Curacao, powered by a Dutch operator, begins on November 19th.
In aviation, from Europe, we have KLM, TUI, and Corendon, with increased flights; from the US and Canada, new routes and more frequencies are being added; and from South America, direct flights are offered by LATAM, Avianca, Wingo, Copa, and Azul. All of this guarantees greater connectivity and options for visitors.

How do you integrate local culture and community into the tourist experience?

Authenticity and diversity are essential. We hold local conferences to engage the community, ensuring that residents participate in tourism and are not just spectators. We strive for a harmonious connection between visitors and locals, so that tourists experience the island with a sense of authenticity and closeness.

How do you use technology to analyze trends and adjust strategies?

We're very data-driven. We use an online ID card to collect visitor data and maintain a dashboard that tells us where they're coming from. Every two years, we review markets to understand new trends and adjust our marketing and PR efforts. For example, after Curaçao participated in a World Cup match, we noticed an exponential growth in Argentine tourists, which went from 3,000-4,000 annually to 17,000.

What is Curaçao's vision for the next 5 to 10 years?

Our goal is to grow sustainably. Although tourism is a recent development compared to other sectors on the island, we seek to avoid overtourism and ensure that the local community benefits alongside visitors, protecting our resources and maintaining the island's authenticity.