The Caribbean island of Aruba was promoted at FIEXPO Latam 2024

In this context, Travel2latam spoke with Jordan Croes, Area Director of Aruba Tourism Authority for the Latin American Region, and Jerusha Rasmijn, Director of ACB Conferences & Event Manager of the Caribbean island

What is your vision about this event and what does it mean to you as a destination?

Fiexpo and fairs in general for Aruba are very important since we invest year after year, not so much in the number of fairs but in the qualities that we know can close business for Aruba. 

Aruba is a destination that lives off tourism and that is why it is more important to be present because it is the moment where we can have space to communicate with each buyer, each tour operator or agency specialized in MICE. We like that one on one because in the end it is also part of what Aruba is. It is not a massive destination but there is an affordable premium where you really get what you pay for. 

What is the current situation of MICE on the island?

The MICE segment is doing very well, we can't complain, but we are here, anyway, because we want to get more groups from Latin America. My fellow colleague Jordan, our Director for Latin America, is working hard to get more flights and that connectivity is very important to attract visitors. In addition, we have new hotels that are going to open, so there is an option to attract groups. Now we have more hotels and the island is ready to provide its best experience for those visitors looking for something special. 

What's new in terms of connectivity?

Two years ago, Aruba was reached from Latin America with Copa and Avianca, which today continue to be very important partners of ours. We have 11 frequencies with Avianca and 10 frequencies with Copa, but seeing the demand and seeing the interest of other airlines towards Aruba, today we can say that we have new airlines such as Latam Airlines, which started its flight on December 2 of last year. We have been there for a few months and there was a very positive sale where frequencies increased, so we are now going to go for the fifth frequency of the week. And the latest news we received was the confirmation last week about the Gol airline, with a direct flight from Sao Paulo to Aruba, which catches our attention because we believe that the Brazilian market is a very good opportunity. Direct flights make a difference and this route will undoubtedly attract more Brazilians.

Brazilian tourism is tourism that really comes to enjoy and spend on the island, which is why it contributes directly to the economy of Aruba. And of course Brazil is a market very well connected with the rest of Mercosur, which are strategic countries for us.

Tell us the details a little about that frequency, what ships are you going to fly with? 

When you start a new route, airlines prudently start with two frequencies maximum. The demand has undoubtedly returned and we are starting with three frequencies a week, Wednesday, Saturday and Sunday. So they are 176-seat airplanes and we believe that they are going to be a very good product, with which we are going to achieve very good things. 

Which island will those who have not visited recently find? 

Aruba lives off tourism, 80% of our GDP is tourism, so it is our obligation to always be updating and offering a better service and product. Today Aruba has 13,000 rooms, those 13,000 rooms if you see it in the traditional Caribbean is not much, but Aruba wants to be a destination like that, so when we change or adjust the product, the portfolio, we do it in a very prudent. 

At the end of the year three new products are coming, which is the Iberostar, with 220 rooms in December. The St. Riges is coming, which opens in September or October of this year, and finally, at the end of the year, the Secrets hotel, which we believe will generate a positive effect because it is an all-inclusive, which has not happened in many years. Aruba. These three products at the accommodation level are going to be a difference. There is improvement in hotels and airlines but the product also as a destination we are investing in changing or maintaining the streets, the infrastructure. Offer products that are not massive, activities, tours in Aruba, because we return to the point that Aruba is a premium but accessible destination. It is not a destination where you go to the beach and find a thousand people walking, it is much more exclusive and we believe that is what makes us stand out. 

And finally, something that is very natural for us is security. Year after year we work to improve it. I really feel like it totally makes a difference, because you can go to a destination with wonderful beaches, but also disconnect. And if you look at it at a more macro level, the tour operator or travel agency when they sell Aruba, they sell something for sure. And logically it is not a destination for the typical tourist who stays in the hotel, but rather goes out to explore and enjoy a paradise island, but at the same time safe.

What is the experience there? 

Aruba is a destination where you are really not only sleeping in the hotel and during the day you are passing through the most beautiful beaches in the Caribbean and in the world, by the way. At night the restaurants or the gastronomic part really impacts. Many people have visited Italy, which has very good gastronomy, but Aruba offers a cultural diversification that at the same time impacts what gastronomy is. Imagine finding top quality food from Italy, France, and various parts of the world. That is something that attracts a lot of attention, and the other part is also the beach, as well as the hikes in the national park, which is part of 22% of the island. Many people also go, either by car or walking, and do both extreme and calm sports. And I think what people really enjoy the most is the experience of living on a safe island, where it doesn't rain, where sargassum doesn't exist. 

Treating tourism well is part of our culture and being helpful. And it is what influences the tourist to return home happy and want to return. All this is in our DNA as destiny.