isa LaSorte, CEO of the Aruba Hotel and Tourism Association (AHATA), says Aruba’s tourism challenge is no longer about visitor numbers, but about visitor value.
In an interview with DIARIO, LaSorte explained that while tourist arrivals continue to grow, the number of hotel room nights has not increased since 2018. The only notable growth in overnight stays has occurred in the vacation rental sector, which she noted is still not fully compliant with registration and tax regulations.
“Our concern is why the growth is happening mainly in that sector,” LaSorte said. “What truly matters is not just total volume, but how much each visitor spends per day. That is the value we must measure—per person, per market.”
Volume Growth Creates Pressure
LaSorte emphasized that continued growth in visitor volume places significant pressure on Aruba’s infrastructure, including beaches, roads, and public services. According to her, Aruba is already experiencing the negative effects of high volume, with unresolved challenges linked directly to overcrowding.
“Aruba is already feeling the weight of volume growth,” she stated. “The pressure on beaches and roads is real, and many of these issues are directly tied to visitor numbers.”
A Shift Toward Higher-Value Tourism
Instead of focusing on increasing the number of visitors, AHATA’s vision is to shift Aruba’s tourism strategy toward attracting travelers who spend more during their stay.
“The strategy should be to replace lower-spending visitors with higher-spending ones,” LaSorte explained. “That means guests who dine at restaurants, participate in activities, choose quality accommodations, and ultimately contribute more to the local economy.”
She added that this approach allows total tourism revenue to grow without increasing overall visitor numbers, reducing strain on the island while improving economic returns.
Strategic Market Targeting
Achieving this vision, LaSorte said, requires data-driven market analysis and targeted promotion.
“You need to analyze your source markets and deliberately attract travelers who align with this higher-value profile,” she concluded. “That is how Aruba can grow sustainably—by increasing the percentage of visitors who spend more, rather than simply increasing volume.”
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