Aruba is investing in the MICE segment and strengthening its air connectivity at IMEX Frankfurt
Jerusha Rasmujn, Director of the Aruba Convention Bureau (ACB), spoke with Travel2latam at IMEX Frankfurt about the fair's participation objectives, the destination's hotel developments, and the growth of air connectivity from Latin America and Europe
What is Aruba's main objective in participating in IMEX Frankfurt?
Our goal is to bring the latest developments in the destination to planners across the continent. Although we're based in Europe, we've established valuable contacts with professionals from the United States, Latin America, and throughout this continent. IMEX is a great platform to showcase Aruba's development in the MICE segment.
What new features are you promoting in this edition?
We're unveiling three new hotels: The St. Regis Aruba Resort, which opened in December; JOIA by Iberostar; and Secrets Baby Beach Aruba, which will open on June 1. Additionally, hotels like the Hilton Aruba Caribbean Resort & Casino are undergoing renovations, including a new tower that will operate as a hotel within a hotel, scheduled to open later this year.
Which delegation are you present with at the fair?
We're participating alongside three DMCs and three hotels: Marriott, Hilton, and Secrets Baby Beach. The entire Aruba Convention Bureau team is also present, including our North American directors and representatives from the Latin American market.
How important is the European market for Aruba?
Europe remains important, although we don't have many flight frequencies. However, we maintain a consistent visitor base. The strongest growth has been in Latin America, with direct flights from Brazil via GOL (launched in December), LATAM via Lima—which has increased from two to four weekly frequencies—, Copa Airlines via Panama, and soon Avianca, which will add more flights from Bogotá and Medellín, reaching 14 weekly frequencies.
What strategies do you use to attract European tourists?
We carry out activations and specific visits in key markets. Next month, we will be in Argentina and Brazil. We also organize FAM trips from Europe so planners can experience the destination firsthand. We also work with local representatives in markets such as Argentina, Chile, Colombia, Peru, and Brazil, with ongoing initiatives throughout the year.