Aruba: The Happy Island that Breathes Tourism

Exclusive interview with Jordan Schlipken Croes, Head for Latin America of the Aruba Tourism Authority,, during ANATO 2023

Northwest of Venezuela lies Aruba, a small island of about 180 km², widely known for the beauty of its beaches, its permanent breeze and, especially, for being out of the hurricane highway, which makes it safe for flights. 

It has a very high hotel occupancy and a population as part of which children, from an early age, leave school speaking five languages, all of which makes this a happy and different nation.

Within the framework of Anato, the most important tourism event in Colombia, we talked to the director for Latin America of the Aruba Tourism Authority, Jordan Schlipken Croes. 

When were you appointed? 

Well, I have a history of about five years working with the Aruba Tourism Authority, starting as a marketing specialist, then being promoted to business development manager and as of December 1st, in conjunction with Aruba's Head Office, being appointed as the director for Latin America. 

What is Aruba's focus on Latin America?

Latin America today represents 8.5% market share. It is not a very significant number, but it is important for hoteliers, because today Aruba depends 85% of the U.S. market; however, when there are not so many occupancy spaces, or when there is a need on the part of hoteliers, it is always the Latinos who manage to fill those spaces. 

That is why today at Anato we can see so much participation from hoteliers. There is really a lot of interest from Aruba. We want to grow that 8.5% to a more significant percentage. 

Before the pandemic, and when Venezuela was open for our market, we had 20 to 25% participation, so someday we will get there again. 

How many Spanish-owned hotels or chains are there in Aruba? 

I do not have the exact data. I know there are some Spanish ones, although in general there is a great diversity of chains and all types of accommodations: all-inclusive, full board, breakfast only, alternative accommodations ..... Aruba offers a product for everyone or for people with different tastes. 

In the case of beaches, it also has the third most beautiful beach in the Caribbean. Not any destination can say that, and we really feel that we are a happy island, because on our island 95% of the GDP depends on tourism. We breathe tourism. We breathe service.  

How many visitors have you had after the pandemic?

We closed with 1,100,000 visitors from all over the world, which is 98% compared to 2019. In other words, we practically reached the pre-pandemic numbers again, and by 2023 we expect to grow by a significant percentage. 

What is the average amount a tourist spends in Aruba?

That varies a lot, because Colombians, for example, usually travel for four nights, while an Argentinean likes to spend 8 to 10 nights, so that is multiplying. In air fares, round trip from Colombia, you can be talking about 198 dollars including taxes, because Copa and Avianca offer attractive deals for many southern countries. 

There really is a price for everyone and Aruba is always positioned as an accessible premium destination. 

There is also another advantage, and that is that you have an area, not duty free, but with very reasonable prices, where the best brands in the world are represented in an exceptional promenade.

It is incredible that many Chileans, Argentines and Venezuelans at the time, visited Aruba to make luxury purchases, because we have a benefit: the tax is only 6%; while in Latin America the percentages are quite high. In Colombia, for example, it is 19%. People prefer to shop in Aruba. 

When we talk about outbound destinations in Aruba from Latin America, which is the first one?

Colombia, Argentina and in third place Brazil. 

When Venezuela was open to Aruba, how many Venezuelans were arriving?

The maximum number was 250 thousand Venezuelans. Today we are receiving about 100 thousand Latin Americans a year, which shows the importance of the Venezuelan market. 

There is a very important influx of cruise passengers, are they considered tourists?

We do not count them as part of the passengers that visit the island, but as tourists, because they come to the island to do activities and consume gastronomy, leave tips, etc. So they do support the economy.

They are not considered in the more than one million visitors, but if we counted them, how much would they be?

There would be 400 to 500 thousand additional visitors. 

Therefore, we would be the country with the most tourists in the Caribbean. 

Well, we are one of the pillars. I would say the most visited per square meter, without a doubt. 

It is a country with more than 1,100 million tourists and 100,000 inhabitants, the count is about 16 tourists per inhabitant? 

Yes, back to the point: Aruba breathes tourism. 

How is the recovery of the seabed, after the refinery destroyed it more than 40 years ago?

Today the refinery is closed and the vision of the government is to keep it closed and do something new there. 

When we talk about the activities that are done in Aruba, they are very diverse, to the point that a person can spend a week on the island without repeating any activity. How are you managing this?

There is a lot to do in Aruba. We realized that people want to stay longer and even work, so we are issuing special visas for remote work for three or four months. 

On the activities side, well, besides having some of the best beaches in the Caribbean, there are also water sports, extreme sports, mountain biking, in gastronomy there are more than 100 types of restaurants.  The culture of those who visit us is very diverse, Latinos in general and also many Europeans; and we try to satisfy them.