Aruba strengthens its position as a luxury and sustainable destination at IMEX America 2025

Could you introduce yourself and tell us about your role at the Aruba Convention Bureau?

I am Jerusha Razbeg, Director of the Aruba Convention Bureau. My responsibility is to lead initiatives promoting Aruba as a meetings, events, and incentives destination, coordinating hotels, operators, and strategic partners to maximize the impact of our international presence.

What are Aruba's main objectives at IMEX America 2025, and what new features are being presented this year?

IMEX America is a key event for Aruba. It's a time when our team, along with the island's leading hotels and event organizers, gather to network and present updates on the destination's offerings. This year, we highlight the opening of the St. Regis Aruba, a luxury hotel, and an all-inclusive resort in San Nicolás, marking the first investment of its kind in the area. We also highlight the opening of JOIA by Iberostar last year, adding high-end options specifically designed for groups.

How does Aruba communicate about sustainability and conservation as a destination?

Sustainability is a central focus. We invite visitors to enjoy the island while respecting its nature and supporting conservation initiatives. We also promote corporate social responsibility (CSR) activities, where participating companies receive financial support from our program, reinforcing the message: "If you love Aruba, Aruba loves you."

How important are group tourism and air connectivity for Aruba?

Group tourism is especially important for areas like San Nicolás. Aruba is distinguished by its safety, stable climate with no rainy season, and direct connectivity with North and South America, including recent flights from Argentina starting in January. The island is also free of sargassum problems, ensuring clean and attractive beaches for all visitors.

How does Aruba use technology to manage tourist data and improve the experience?

We have a specialized data analysis department that uses ID cards and surveys to understand visitor origin, preferences, and satisfaction levels. This allows us to optimize destination marketing and offer personalized experiences. Our programs include Distinguished Guest and Good Guest Ambassadors, aimed at repeat visitors over 10 to 20 years.

How do you adapt to new trends and expectations of tourists?

We're seeing an increase in younger visitors interested in wellness, gastronomy, and authentic experiences. Aruba offers oceanfront yoga, healthy food, and culinary events like the Autentico Aruba Culinary Festival , which brings together renowned chefs and sommeliers. The island's tourism infrastructure and cultural diversity, with a blend of Latin American and Dutch flavors, help meet these new demands.

What is the central message that Aruba seeks to convey to visitors?

We want tourists to enjoy Aruba's beauty, respect and care for the island, and experience authentic experiences that connect with the local community. The combination of luxury, sustainability, and culture makes Aruba a unique destination in the Caribbean.