In this context, Travel2latam spoke with Jordan Croes, Area Director of the Aruba Tourism Authority.
What are your expectations regarding this commitment to the Argentine market?
For us, this is the first time that Aruba has its own stand at FIT, and this is due to the confidence and high expectations we have towards the Argentine market. Today, the Argentine market has grown 48% more than in 2023, and it is worth mentioning that 2023 was the best year for Aruba in Latin America. So growing 48% above our record year is really something amazing.
Today we are presenting ourselves as a destination, but also with eight partners who traveled to be here, which also demonstrates Aruba's commitment to growing with respect to the Argentine market. Our expectation is basically to understand the needs of the agencies, of the tour operators, and how we can work more with them. Today you can get to Aruba with Avianca, Copa, Latam and soon you will be able to get there with Gol, which will fly from Aeroparque to Sao Paulo, and from Sao Paulo to Aruba.
Connectivity is becoming increasingly more competitive, which lowers prices and makes us more attractive.
They will also soon add connectivity with Arajet.
Arajet is also an option. It is not fully ready, but if you are traveling to Aruba individually to Santo Domingo from here and then you can change planes, there is a process that is not yet so organic, but it is being worked on.
Aruba is a great destination to visit as part of a cruise, isn't it?
Exactly. We receive 800 thousand cruise passengers a year, it is an important segment.
The cruise strategy is really for people to go to Aruba for eight or 10 hours, fall in love and want to come back.
What's new about the destination?
There are quite a few new developments starting with the air service, as Gol is being incorporated from Aeroparque. And there are also new hotels to open, such as Iberostar on December 18, St. Regis at the beginning of 2025 or the all-inclusive Secrets by Hyatt Collection hotel that opens on March 1. There is a lot of expectation and growth, and where Aruba has decided it wants to grow is in Argentina.
Where will you continue to perform in the coming months and what are you planning for the end of the year?
Our mind is already on 2025 because there is a lot to do, but we still have this week of FIT to go, and then we leave in November for Brazil with a direct flight that will begin in December. We will go with nine to ten other partners from Aruba, and we will be in Sao Paulo and Campinas as well to visit those markets, because a direct flight makes the difference. As a recent fact, Latam Airlines started less than a year ago on December 2nd of last year, and today we can see the numbers for Peru at 300% growth. So we have no doubt that this will positively affect Brazil, and also how it connects with Argentina, so it will also grow.
What has been the experience of 2024 in terms of the objectives you had set and what are your expectations for next year?
We set a goal for 2024 to grow 28% versus 2020, which was our best year, and today we are at 52%. So we are really very satisfied. Of course, this did not come out of nowhere, it is the result of a lot of work and investment. I always thank travel agencies and tour operators, because I am not the one saying it, but the statistics tell us that 70% of Latinos who visit Aruba buy through tour operators. So we know that this sale came through them, that is why we are here, to negotiate with them to see what else they need.
And by 2025, we are going to increase our volume, we can reach 10% versus 2024, but we have to start to see where we are going to grow. Colombia and Ecuador will maintain the same number, but where we are going to grow is Brazil with almost 40%, Argentina with almost 10%, Chile and also Peru. So now we are deciding where we are going to grow specifically.