This event provides a valuable platform to promote Aruba as an ideal destination for both leisure and corporate event tourism. Schlipken shared the island’s key strategies, such as the launch of new direct routes and a focus on high-value, low-impact tourism. Participation in Festuris reinforces Aruba’s commitment to sustainability and connectivity, in response to the growing interest of Latin American travelers.
Check out the full exclusive interview below:
Travel2Latam: How important is Aruba's participation in Festuris this year, and how has this participation impacted the island's marketing strategy in Latin America?
Jordan Schlipken: The main objective is to strengthen Aruba's presence as a preferred destination for corporate events and leisure travel, highlighting Gol's new direct air route between São Paulo and Aruba, which will begin on December 18, facilitating access to the island for Brazilians.
The Aruba Tourism Authority's (ATA) strategic vision is to attract high-value, low-impact visitors. Participating in fairs that combine MICE and leisure tourism is very important, as it allows us to focus on achieving our goals.
As a country brand, we are present at the main events of the sector in South America, and there is a lot of interest from our partners in participating in Festuris 2024 to intensify the promotion of Aruba as an ideal tourist destination for different audiences, especially in the areas of corporate events and vacations. The goal is to strengthen relationships with local partners and explore new business opportunities.
Travel2Latam: Aruba has seen impressive growth in visitor numbers from Latin America. What strategies are being implemented to continue expanding these markets in 2025?
Jordan Schlipken: As of September 2024, Aruba has grown 47% compared to the same period in 2023. Part of the success of the strategy, which we will continue in 2025, is the diversification of the regional market, as well as the consolidation and opening of new air routes. For example, in December 2023, we opened the direct route between Lima and Aruba, and we currently have five frequencies. The target for visitor growth in 2025 for the Latin American region is 8%, and for Brazil specifically, it is 39%. We are confident that we will achieve this goal, especially with the inauguration of the direct route between São Paulo and Aruba by Gol Linhas Aéreas on December 18, which will connect Brazil to Aruba in just 6 hours and 50 minutes. We will work hard to make this connection a success in 2025.
Around 70% of Latin Americans who travel to Aruba buy their trips through agents, and 75% of Brazilians who visit our island make their purchases through this channel. Therefore, in 2025, part of our strategic focus will be to continue strengthening relationships with the agency sector in the region, through our local offices and visits by the Latin American team to the markets to strengthen relationships with tour operators. In addition, we will continue to train more travel agents through our ACE platform and launch a campaign aimed at the end consumer.
We will continue to consolidate routes and promote an increase in frequencies for 2025, with the aim that more and more Latin Americans and Brazilians have better connections with Aruba.
Travel2Latam: What sustainable tourism initiatives is Aruba promoting to attract conscious tourists and ensure balanced growth?
Jordan Schlipken: Aruba’s tourism model, focused on high value and low impact, is the fundamental pillar for the development of sustainable and responsible tourism. We highlight four essential pillars: the quality of life of residents, the quality of the visitor experience, the protection and conservation of nature, and the contribution to the economy of Aruba. ATA supports the development of regenerative and inclusive tourism, promoting the conservation of biodiversity, cultural heritage and economic security of Aruba and its community.
Some key initiatives include promoting renewable energy, especially solar and wind, harnessing over 5,000 hours of wind and 2,500 hours of sunshine annually. Today, around 20% of our energy comes from clean sources. The Vader Piet wind farm generates 17% of the island’s electricity needs, and we recently opened the largest solar farm at Queen Beatrix Airport, with a capacity of 2,238.3 kW. Since 2020, sunscreens containing oxybenzone have been banned; only mineral-based UV blockers, such as zinc oxide, are considered reef-safe. Single-use plastics are also completely banned on the island, so we encourage guests to bring reusable bottles, reusable shopping bags, and more. Many of our hotels are focused on sustainability, adopting energy efficiency measures or pursuing EarthCheck certification. In addition, we develop awareness campaigns for both locals and visitors, promoting responsible and conscious tourism.
Travel2Latam: With a significant number of cruise ship tourists visiting the island, how does Aruba plan to convert these short-stay visitors into returning tourists for longer stays?
Jordan Schlipken: ATA’s strategic focus is to attract high-value, low-impact visitors to our ecosystems. With this in mind, the cruise division focuses on attracting high-end, well-known cruise brands that have quality passengers who are interested in local experiences and who have a positive impact on the economy.
The entire cruise port area has been renovated, and we are building a virtual reality museum very close to the port so that all tourists can experience the essence of the island and be motivated to return and spend more time in Aruba.
Interview: Mary de Aquino.
Foto: Demian Gibbs.