Aruba is focusing on the MICE segment and reinforcing its position as a premium destination for groups

During its presentation in Buenos Aires, the Aruba Convention Bureau highlighted the sustained growth of the MICE (Meetings, Incentives, Conferences & Exhibitions) segment and the increasing interest from the Argentine market. Jerusha Rasmijn, the organization's director, detailed the destination's evolution, its offerings for groups, and current trends in the segment.

What does it mean for Aruba to participate in this event in Buenos Aires?
We are very happy to be in Buenos Aires promoting Aruba, especially in the group travel segment. We came with nine partners, including hotels and DMCs, to show why the island is a prime destination for this type of travel.

How is the MICE segment doing in Aruba today?
The destination is experiencing a boom, with sustained growth and many new developments. New hotels and international brands have joined the scene, expanding the offerings and raising the bar. Aruba is constantly evolving, with improvements and investments that strengthen its position.

What impact does air connectivity have on this growth?
It's fundamental. Direct flights from Argentina greatly facilitate group operations, simplify logistics, and improve the experience from the very beginning of the trip. This translates into increased demand, with several groups already confirmed and others in the planning stages.

What type of groups choose Aruba?
We don't look for large volumes, but rather more exclusive groups that value a comprehensive experience. We work primarily with industries such as finance, insurance, banking, pharmaceuticals, and cosmetics, which typically have higher budgets and seek unique offerings.

What is it like to hold an event on the island?
From the moment you arrive, you feel welcome. Hospitality is part of Aruba's DNA. Programs are tailor-made and include experiences such as sunset cocktails, island tours, team-building activities, culinary offerings, and immersion in the local culture. It's a complete experience that blends work and enjoyment.

How is the "bleisure" trend being integrated in Aruba?
It's a very prevalent trend. Most groups stay between three and five nights, but many travelers extend their stay with additional days. This allows them to combine corporate activities with free time to enjoy the destination at their own pace.

Is there a high level of customer loyalty in this segment?
Yes, Aruba has a high rate of repeat business overall, and in the group segment we also see repeat visits every two or three years. Often, those who travel for business return later with their families or for personal celebrations.

How is the destination promotion strategy progressing?
The schedule is very active. We will participate in international trade shows such as IMEX Frankfurt, IMEX America, and IBTM, in addition to continuing our efforts in various markets to further position Aruba as a leading destination in the MICE segment.