Aruba strengthens its presence in Latin America as a MICE destination

Between June 2 and 14, 2025, the Aruba Tourism Authority (ATA), together with the Aruba Convention Bureau (ACB), conducted a significant trade mission to Argentina and Brazil. The objective was to strengthen Aruba's position as a strategic destination for MICE (Meetings, Incentives, Conferences & Exhibitions) tourism in Latin America, promoting new business opportunities, commercial partnerships, and recognizing its competitive advantages in the corporate segment.

In Argentina, the city of Buenos Aires hosted multiple strategic meetings between Aruba representatives and key players in the MICE sector. Activities included a welcome cocktail organized in conjunction with ltravel at the Grand Lux ​​Recoleta Hotel, a business roundtable with wholesalers and specialized agencies, and an exclusive lunch with end-customers in partnership with AV Business. The agenda showcased Aruba's strengths as a safe, accessible destination with unique offerings for corporate groups, highlighting its hotel infrastructure, air connectivity, and personalized experiences.

The Aruban delegation included Jordan Schlipken and Heidy Hernández (ATA LATAM), Jerusha Rasmijn (ACB Aruba), the local ATA Argentina team, and representatives from the island's hotel sector and DMCs.

In Brazil, the mission continued with strategic meetings with leading MICE operators and agencies, such as BCD Travel, Ladi Tour, PRIMETOUR, and Duo Ecco, among others. Detailed presentations about the destination and one-on-one meetings were held, reaffirming the Brazilian market's interest in offerings that combine nature, exclusive experiences, and safety.

Throughout both visits, Aruba's image was reinforced as a destination primed for combining business with memorable experiences. Its key attributes include a world-class infrastructure, more than 6,500 rooms in luxury hotels, convention centers, beachfront locations, and consolidated air connectivity from major Latin American cities. Furthermore, Aruba's safety, hospitality, and range of incentive and team-building activities in natural settings strengthen its appeal for event organizers.

The mission concluded with more than 15 meetings with industry professionals, the emergence of new business opportunities, a commitment from agencies to participate in future fam trips, and increased visibility for Aruba's MICE offering in specialized media. These results consolidate the island as one of the most attractive destinations in the Caribbean for meetings and incentive tourism from Latin America.