Croes: ATA confirms complaints about Argentine tourists and is adjusting its strategy

ORANJESTAD – The Aruba Tourism Authority (ATA) is aware of complaints expressed by merchants and residents in Aruba about the behavior of some Argentine tourists, at a time when the number of visitors from Argentina continues to grow strongly. ATA CEO Ronella Croes confirmed that the organization has taken note of the feedback and is already adjusting its strategy in the Argentine market.

GROWTH VS. CRITICISM

During an interview with Noticiacla, Tito Laclé confronted Croes with the contrast between the strong growth in tourism from Argentina and the criticism being heard in Aruba regarding the behavior and profile of some visitors from that market. Laclé asked whether ATA was aware of the complaints from merchants and citizens and how the tourism authority was handling the situation.

Croes confirmed that ATA had begun to notice the feedback. “We have started to see the criticism about behavior,” Croes said.

DISCUSSIONS WITH THE AIRLINE

According to Croes, ATA did not stop at the local signals, but also raised the issue with partners in the industry, including Aerolíneas Argentinas, to see how the way Aruba is promoted in that market could be changed.

“We spoke with, in this case, Aerolíneas Argentinas, among others, to see how the communication strategy could be changed,” she explained.

REDUCTION IN PROMOTION IN ARGENTINA

Croes also confirmed that ATA has already reduced its promotional budget in Argentina.

“I can say that we have reduced the budget in the Argentine market,” she said.

According to Croes, the change is part of a broader strategy not to automatically keep stimulating a market simply because it is growing. Argentina has recorded strong growth and, according to her, ATA must find a balance between the number of visitors and the type of visitor Aruba wants to attract.

THE ISSUE IS COMPLEX

The matter is more complicated because Argentine tourists do not reach Aruba only on direct flights. Croes mentioned that they also occupy many seats via Copa, LATAM and Avianca, which can limit room for growth in other markets such as Brazil and Chile.

ATA is considering reducing stimulation in Argentina while increasing efforts in other South American markets.

But Croes’ most notable statement was that ATA and its partners are taking the feedback from the Aruban community about the visitor profile seriously.

“We are listening to our residents on this and looking at how we can replace this with a better visitor profile,” Croes said.

According to her, Aerolíneas Argentinas and other partners are also aware of the situation and are looking at how they can help attract a different type of traveler.

Croes’ response confirms that ATA is not only aware of the complaints about some Argentine tourists, but that local feedback is already influencing marketing decisions and tourism strategy.