Aruba shines in Latin America

Buenos Aires and São Paulo – June 2025 — With the goal of continuing to position Aruba as a leading destination for MICE (Meetings, Incentives, Conferences & Exhibitions) tourism in Latin America, the Aruba Tourism Authority (ATA), in collaboration with the Aruba Convention Bureau (ACB), carried out a prominent trade mission to Argentina and Brazil from June 2 to 14, 2025. The activities were carefully designed to strengthen business relationships, generate new business opportunities, and highlight the island’s competitive advantages as an ideal venue for corporate events and incentive trips.

Argentina: A Key Market That Responds Enthusiastically
From June 4th to 6th, the city of Buenos Aires hosted multiple strategic meetings between representatives of Aruba and key players in the Argentine MICE sector. This visit focused on strengthening the destination's presence in a market with high growth potential, which values ​​safe, accessible destinations with differentiated experiences for corporate travelers.
The Aruban delegation was comprised of Jordan Schlipken and Heidy Hernández (ATA LATAM), Jerusha Rasmijn (ACB Aruba), and the local ATA Argentina team: Pablo Rodríguez, Juliana Razetto, and Gabriela Palacios, with the support of public relations specialist Soledad Lladó, as well as representatives of Aruban hotels and DMCs.

Networking with Impact
The agenda kicked off on June 4th with an elegant welcome cocktail reception at the Grand Lux ​​Recoleta Hotel, organized in conjunction with ltravel and aimed at end-customers. The event generated a friendly and relaxed atmosphere, ideal for discussing Aruba's potential as a MICE destination and highlighting its unique attributes such as world-class hotel infrastructure, air connectivity, and authentic experiences for corporate groups.

Business Roundtable with Concrete Results
On June 5th, a business roundtable was held bringing together the country's leading wholesalers and MICE agencies. Throughout the day, the meetings allowed the Aruba team to share updates on the destination, address specific concerns, and explore new collaboration opportunities with key partners in the Argentine market. In the evening, the day concluded with a cocktail party at BASA BAR, an evening in which industry representatives were able to continue strengthening ties with Aruba in an informal yet professional setting. It was also an excellent opportunity to deepen the conversations initiated during the day.

Closing with a Local Flavor
On Friday, June 6, the Aruba team shared an exclusive lunch with end customers, organized in partnership with the AV Business Agency. This meeting provided a more intimate and personalized space to present proposals focused on incentive groups, share success stories, and learn in detail about current market needs.

Brazil: Strengthening the connection with the South American giant

During the stay in Brazil, the following were carried out:
• Strategic meetings with operators and agencies specializing in corporate and incentive travel.
• Detailed presentations on the destination, its hotel infrastructure, connectivity, and success stories in event planning.
• Networking opportunities and one-on-one meetings with key partners such as BCD Travel, Ladi Tour, PRIMETOUR, Duo Ecco, and many other companies with the potential to host incentive trips to the island.
The mission allowed the company to reconnect with a key market, which has shown renewed interest in beach destinations with a differentiating component for corporate travel. Aruba has consolidated its position as an ideal option for the Brazilian profile, combining nature, exclusive experiences, and a safe environment.

Aruba as a MICE destination: Why choose the happy island? 
During both visits, the central message was clear: Aruba is more than sun and sand; it is the perfect place to combine business with unforgettable experiences. The main reasons the island is chosen for corporate events include:
• World-class infrastructure: more than 6,500 rooms in luxury hotels, convention centers, versatile outdoor spaces, and unique oceanfront locations.
• Superior air connectivity: direct flights from Latin America via Copa Airlines (Panama), Avianca (Bogotá), Latam (Lima), and GOL (São Paulo), the latter recently joining the key connectivity for the Brazilian market.
• Safety and hospitality: Aruba is one of the safest destinations in the Caribbean, recognized for its friendly atmosphere and focus on quality of service.
• Unforgettable experiences: from sunset dinners on exclusive beaches to excursions in Arikok National Park, and team-building activities by jeep, catamaran, or guided hike.

Results and Outlook
The trade mission generated concrete results:
• More than 15 meetings with MICE industry professionals.
• Identification of new business opportunities for corporate groups.
• Confirmation of key agencies' participation in future fam trips.
• Increased visibility of Aruba's MICE offering in the media and professional networks. The meetings and events made it clear that the Latin American market values ​​Aruba's accessibility, security, and comprehensive offering, consolidating its position as one of the most attractive options in the Caribbean for corporate events.