Aruba was the venue for the second edition of the Aruba Global Travel Conference (AGTC) 2024, an event organized by the Aruba Tourism Authority (ATA). The conference brought together more than 83 participants from Latin America, the United States and Europe, who, during a week of activities, became familiar with the island's latest developments in tourism and strategic marketing, in addition to negotiating with local partners for 2025.
This year, more than 16 countries were represented at the event, including 44 delegates from Brazil, Colombia, Chile, Peru, Ecuador, Uruguay and Paraguay, among others. The delegations included the region’s leading tour operators, online travel agencies (OTAs) and airlines. During the week, participants visited new properties that will open their doors between 2024 and 2025, such as Iberostar’s Joia and Secrets Bay Baby Beach hotels.
Opening and Keynote Speeches
The week of events was kicked off by Aruba’s Prime Minister Evelyn Weber Croes, who welcomed attendees to the Divi Tamarijn. In her remarks, she thanked ATA and its partners for their continued efforts to restore and sustainably grow tourism on the island.
Keynote addresses at AGTC 2024 were given by Minister of Tourism and Public Health Danguillaume P. Oduber, ATA Chief Executive Officer (CEO) Ronella Croes, and ATA Chief Marketing Officer Sanju Luidens. A special panel also explored the natural elements that make Aruba a unique destination, through the documentary series Blue Lizard Effect.
In his speech, Minister Oduber highlighted Aruba’s commitment to sustainable development and responsible tourism. He announced new policies related to the construction and preservation of protected areas, stating: “We are proud to announce our continued efforts to expand the island’s protected areas.
“We currently have 24% of our natural areas protected, but our goal is to increase this number to 30%, in an effort to preserve Aruba’s natural beauty for future generations.”
Strategies for regenerative tourism
ATA Chief Executive Officer (CEO), Ronella Croes, explained the strategic changes in the promotion of the island for the coming years. She highlighted that Aruba will seek a more balanced approach, where the relationship between visitors and the island is based on a mutual exchange of value. Croes presented the transition from tourism focused solely on what Aruba can offer to a shared value proposition: "What can Aruba do for its guests and what can its guests do for Aruba?" This marks the beginning of a new paradigm of
regenerative tourism on the island.
Sanju Luidens, for his part, highlighted the promotional actions carried out in 2024, focused on the main tourism niches on the island: romance, wellness and gastronomy.
He stressed that the Aruba Effect is not just a campaign, but a reality that is experienced on the island and that must be protected. In this regard, he announced that in the coming years important prevention, education and protection campaigns will be implemented, both for visitors and for the local community.
Panel on Aruba’s Natural Elements
The panel, moderated by Aruban presenter and singer Edjean Semeleer, addressed the four elements: earth, air, fire and water, offering a unique perspective on the connection between Arubans and nature. Nichole Danser spoke about water, local singer Watra discussed air, archaeologist Harold Kelly focused on earth and Professor Ciro Abath explored fire, highlighting how these elements are central to
the island’s daily life and culture.
Growth prospects in Latin America
Jordan Schlipken, ATA's regional director for Latin America, led the meeting with participants from Brazil, Chile, Peru, Argentina, Colombia, Ecuador, Uruguay and Paraguay.
During his speech, he presented a positive outlook for the region, projecting 34% growth by the end of 2024 compared to 2023, and a further 8% increase by 2025, driven by improved air connectivity, including new flights from Sao Paulo with Gol Airlines and increased frequencies of airlines such as Latam Airlines, Wingo, Avianca and Copa Airlines.
Fuente: Aruba Tourism Authority.