Aruba projects a record-breaking 2026 with strong growth in Latin America and hotel expansion

As we enter the second day of the event, what is the overall assessment and feedback you are receiving at ANATO 2026?

ANATO always gives us a clear indication of what the year will be like for Colombia and Latin America. We measure this indicator from two perspectives: our partners—hotels, DMCs, and tour operators—and the market in general, including agencies, tour operators, and the press.

This year the feeling is very positive. We have 23 partners present and more than 30 representatives who traveled from Aruba, a record turnout that demonstrates the destination's strong interest in Latin America. It's not just a perception: it's a strategic commitment based on results. Our partners invest where they see growth, and the numbers bear this out.

What is the outlook for Aruba in the region in 2026?

The year began with very strong figures. In January, we grew 33% in Latin America, and Argentina, in particular, registered triple-digit growth. Most importantly, this increase occurred on top of a 2025 projection that had also shown triple-digit growth, something that mathematically seemed difficult to repeat.

Beyond the volume, we're also seeing a growing interest from airlines and tour operators in diversifying their portfolios. The traditional Caribbean will continue to sell well, but Aruba is positioning itself as a different alternative: an accessible premium destination where travelers understand the value of what they receive and are willing to invest a little more for that experience.

The direct flight from Argentina was a turning point. What impact is it having?

Aerolíneas Argentinas' operation marked a turning point. We currently have four weekly flights from Buenos Aires, in addition to Córdoba and Mendoza, which has had a very positive effect.

The profile of the Argentine visitor resonates strongly with Aruba. They are cheerful, engaged guests who immerse themselves in the local culture. That vibe is palpable on the island. Furthermore, there is a special cultural connection: Queen Máxima of the Netherlands is Argentine, creating an additional symbolic link.

Aruba will also be celebrating important dates this year. What do they represent?

On March 18, we celebrate 50 years of our anthem and flag and 40 years of "Status Aparte," which marks our autonomy within the Kingdom of the Netherlands. It is a deeply cultural and patriotic celebration.

During that week—and even throughout the entire month—local cuisine, traditions, and national pride are especially highlighted. It's a very special time for visitors to the island, as they can experience our identity firsthand.

In terms of markets, where will they be focused in 2026?

Our main growth areas are Argentina, Brazil, and Chile. At the same time, we continue to work diligently in established markets such as Colombia, Ecuador, and Peru to maintain both the quality and volume of visitors.

Competition in the Caribbean is intense, so the work requires investment, a constant presence, and dedicated teams in each market.

Aruba is known for its high repeat student rate. How does Latin America compare in this regard?

Globally, Aruba has one of the highest repeat visitor rates in the Caribbean. In Latin America, however, we are still a relatively new destination compared to the United States.

Currently, approximately 78% of Latin American visitors are first-timers. Our challenge is to generate the “Aruba effect” so they return in the short to medium term. The holistic experience—culture, hospitality, gastronomy, and beach quality—is key to this process.

What new hotel developments are being presented at this edition of ANATO?

Aruba continues to invest in tourism infrastructure. Among the new properties are Secrets Baby Beach Aruba, the first all-inclusive resort in the south of the island after a decade without any such openings; the high-end St. Regis Aruba Resort; and JOIA Aruba by Iberostar, which expands the premium offerings.

Variety allows us to cater to different profiles, while always maintaining high quality standards.

Aruba has recently received several accolades. What do they mean for the destination?

In the first few weeks of the year, TripAdvisor recognized Eagle Beach as the best beach in the Caribbean and the fourth best in the world. We are proud that travelers themselves, after comparing multiple destinations, choose Aruba.

Furthermore, Despegar, the largest online travel agency in Latin America, recognized us as the fastest-growing destination in the region. For an island of just 120,000 inhabitants, whose main economic driver is tourism, this kind of recognition reinforces that we are on the right track.