Aruba is betting on a Latin festival to boost tourist arrivals in March

As part of the activities leading up to the Anato Tourism Showcase in Bogotá, the destination Aruba presented Vibra Latina Festival, a new proposal that combines entertainment and tourism promotion. 

Mark Benson Denz, head of Eventify Entertainment Aruba, explained the concept and objectives of the festival to Travel2latam.

What does the event they are presenting tonight in Bogotá consist of?

—We felt that Aruba needed a truly Latin and tropical festival. There are other events and musical combinations, but one focused exclusively on this style hadn't been done for many years. We thought it was a good concept to start the year with the first big concert or festival, adding a tourism component as well.

The idea is that the public can travel to the island to see their favorite artists and, at the same time, enjoy the beach, the sun and the gastronomic offering that characterizes Aruba.

When will it take place?

—The main concert will be on March 28, but we invite visitors to arrive from the 25th. During those days prior there will be various culinary events, and on Saturday the 28th the main show will take place.

Which artists will participate?

—The headliner is Carlos Vives, a Colombian icon. The festival will take place just days before the start of his US tour, so attendees will be able to see his new show before other audiences.

Also participating will be Dalvin La Melodía, from the Dominican Republic, a current leader in bachata, and the group CAF, from the Netherlands, with a Caribbean tropical style.

What impact do they expect on tourism?

—We are already working with travel agencies and airlines, and we see availability on flights from Wednesday, Thursday, and Friday before the event. Our goal is to fill those flights and occupy as many seats as possible during the three or four days prior, encouraging longer stays.

It's an opportunity for both first-time visitors to the island and those who already know it and wish to return, adding to the experience of seeing an artist from their own country in a fairly intimate setting, as the venue will have a capacity of 8,000 people. Even those who purchase the most affordable tickets will be close to the stage.

Do you plan to repeat the festival?

—Yes, this is the first edition and the intention is to hold it once a year, approximately in March. It coincides with the start of Holy Week, which allows it to be combined with already planned holidays.

In which markets do they expect a greater presence?

—Mainly Colombia, also Curacao —our sister island— and the United States, especially Miami. Carlos Vives has fans throughout Latin America, so we believe there may be attendees from different countries.

Furthermore, the Aruba Tourism Authority highlighted the importance of the Vibra Festival Aruba as an initiative that transcends music and strengthens historical ties with Colombia and the region.

Next, we spoke with Maria Camila Arévalo Giménez, PR Communications Senior Specialist at the organization:

—What does an event of this type, which integrates a large part of Colombian culture, mean for Aruba?

Vibra Latina Festival is an event designed not only for locals but also for all Latin Americans. We have a very strong connection with Colombia, and although the headliner is Carlos Vives, we must remember that he is not only a Colombian icon but a Latin American one as well. His music is heard in Chile, Argentina, Brazil, Ecuador, and, of course, Colombia.

For us, it's very meaningful that this is a festival that unites cultures, because that's precisely what Aruba is: a diverse island with multiple roots. This event reflects that multicultural identity.

Furthermore, there is a very strong demographic link: in a population of approximately 120,000, nearly 20,000 have ties to Colombia, either because they are Colombian residents or Arubans with Colombian parents. This natural connection is built upon that foundation.

—What other events are you promoting to encourage the arrival of Latin American tourists?

Throughout the year we develop different projects, but this festival is key because we know that as Latinos, music runs in our veins. After the pandemic, we sought to revive these kinds of gatherings that were historically held on the island.

We have a privileged climate that allows us to organize outdoor festivals for much of the year, which is especially attractive to the Latin American market.

We also have our food festival, held in October, which is a true showcase of Aruba's cultural diversity. More than 100 nationalities live on the island, and this event invites you to discover both Aruban cuisine and dishes from around the world.