Aruba Tourism Authority (ATA) CEO Ronella Croes shared encouraging updates on Aruba’s tourism performance during an interview with Diario Matutino, emphasizing a 3.3% growth in tourism during the first half of 2025.
Croes explained that ATA gathers tourism data from various sources:
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Tour operators in key markets,
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Airlines monitoring demand,
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Hotels tracking occupancy rates,
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And local stakeholders involved in tourism on the island.
She noted that in a recent stakeholder meeting focusing on North American tourism, every major partner confirmed a noticeable change in booking behavior.
“The trend we’re seeing,” said Croes, “is that travelers are booking much closer to their travel dates. This shorter ‘booking window’—normally about three months for the U.S. market—is now significantly tighter. People are taking more time to decide before committing to travel and making payments.”
Despite this cautious behavior, Croes emphasized that decisions to travel are still being made, and the results speak for themselves: Aruba saw a 3.3% growth in tourism in the first six months of 2025. While other major Caribbean destinations have experienced a drop in U.S. visitors, Aruba has maintained its strong performance.
She also acknowledged the critical efforts being made by airport personnel to manage airline arrivals within the island’s limited infrastructure—especially during peak periods for U.S. visitors.
“In spite of these logistical challenges, the U.S. market has remained stable,” concluded Croes.
Photo Credit : diario.aw
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