Argentina has become a fundamental market for Aruba’s tourism — and it is consolidating that position. That is the assessment of Jordan Schlipken Croes, the Aruba Tourism Authority’s Director for Latin America, in an interview with Travel2latam.
For the first time, Argentina became Aruba’s number one market in Latin America in August, a milestone built on 53 years of investment in the region. The Argentine market now accounts for nearly half of all Latin American tourism to the island, and Argentina has become Aruba’s second-largest market worldwide.
Official figures underline the surge: Aruba received 58,905 Argentine visitors between January and May 2026 — 193.5 percent more than in the same period of 2025. The increase coincided with the launch of direct Aerolíneas Argentinas flights from Buenos Aires early this year, complementing existing connections via Copa, Avianca, Latam and Gol.
At the same time, the ATA is sharpening its strategy toward higher-value tourism. The “high-value traveler” is not defined by spending alone, but by how long visitors stay — Argentines average around 8.5 nights — what they do on the island, how much of it they discover, and how they engage with its culture, gastronomy and communities.
Schlipken Croes has said the goal is now to connect with curious travelers who want to know Aruba’s culture, its gastronomy and its people, moving beyond the hotel-and-beach-only experience toward a fuller, more responsible way of visiting.
The island’s offering is expanding to match: new high-end properties including the St. Regis, JOIA Aruba by Iberostar and Secrets Baby Beach in San Nicolas, alongside a push for authentic local experiences across the destination.
With direct connectivity in place and demand at record levels, Argentina’s consolidation gives Aruba both an opportunity and a responsibility: turning visitor volume into lasting value for the island’s economy.
Source: NoticiaCla
