ATA targets higher-value tourism as Argentina strengthens its position

ORANJESTAD — Argentina has become a fundamental market for Aruba’s tourism, according to Jordan Schlipken Croes, the Aruba Tourism Authority’s (ATA) director for Latin America. Speaking to Travel2latam during the FIT tourism fair, he highlighted a focus on generating greater economic value and promoting responsible tourism.

Schlipken Croes explained that the strategy for this year and 2027 is not focused solely on visitor numbers, but on maintaining current levels while attracting visitors who contribute more to the economy and respect Aruba’s culture, language, community and natural environment.

The objective is to preserve the destination’s quality, safety and tranquillity for the next 20 years. He also highlighted infrastructure investment and hotel renovations, including Riu’s multimillion-dollar investment to refurbish nearly all its rooms.

For 2027, ATA sees opportunities in meetings, conferences and incentive travel, known as MICE. The focus is on attracting Argentine companies seeking to reward employees, teams or clients with a trip to Aruba.

According to Schlipken Croes, Argentina’s growing importance reflects years of work and cooperation with tour operators, travel agencies and airlines.