Aruba strengthens its presence in Argentina and consolidates the country as its second global market

In this context, Jordan Schlipken Croes, Director for Latin America, analyzed the relevance of the Argentine market, the evolution of demand and expansion plans in the region.

What does it mean for Aruba to be back in Argentina and investing in this market?
Without a doubt, Argentina is a key market for us, and we've been working on it for many years. But this year is different: we've never been so satisfied with the results. Not only in terms of volume, but also in the real impact on Aruba's economy. We are a destination that depends on tourism, and that entails a great responsibility. Today, the Argentine market represents nearly 50% of Latin American tourism to the island, and we've also achieved significant diversification alongside countries like Brazil and Chile.

How did this presentation in Buenos Aires with so many destination partners come about?
It's the result of many years of sustained work. We have a permanent team in Argentina that not only represents Aruba but also organizes these kinds of events. What has changed recently is the scale: we've gone from having just a few allies to having nearly 20 partners today, including hoteliers and tour operators. This reflects the growing importance of Argentina, which is now our second largest market globally.

What role does air connectivity play in this growth?
It's key, but it's also a consequence of market interest. Argentina had already positioned itself very well even without direct flights. The arrival of the direct connection was a response to that demand. Today we're receiving around 12,000 Argentinians per month, and while Aerolíneas Argentinas carries a significant portion, other partners like Copa, Avianca, and LATAM remain essential.

What is the behavior of Argentine tourists once they arrive in Aruba?
We see visitors as people entering our home. Aruba thrives on tourism, but it also takes great care of its identity and environment. That's why we promote values ​​such as respect, care, and connection with the destination. We want visitors to enjoy themselves, but also to understand and share in this way of experiencing the island.

What experiences do you want to highlight on the island?
Gastronomy is one of the biggest differentiators, especially given the cultural diversity: Aruba is home to more than 100 nationalities. We also encourage visitors to leave the hotel, explore, interact with the local community, and discover the island in depth. We call this the “Aruba effect”: it’s not just about relaxing, it’s about experiencing the destination.

Aruba is often perceived as an exclusive destination, but how accessible is it today?
It's true that Aruba can be 30% to 40% more expensive than other Caribbean destinations, and that reflects the value we offer. We're talking about safety, stable weather—no hurricanes or sargassum—and a high-quality experience. Even so, we have a very diverse range of options to suit different budgets.

What are your next steps in the region?
We have a very busy schedule. In Argentina, we'll continue working in the interior of the country, where we see a lot of potential. Regionally, we'll be visiting markets like Peru, Colombia, and Chile, and we'll return to Buenos Aires in June to further strengthen our presence.