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Illustrating 16% growth compared to 2019: In the first three quarters of 2022, Tourism Credits contributed with 3.2 billion Florins to local economy

Looking back on a 2022 that began with different challenges, among other things, the effects of the Covid-19 pandemic that can still be felt, Aruba still reached a very satisfactory level of recovery.

Tourism Credits 2022 Every quarter the Central Bank of Aruba observes the Tourism Credits (Tourism Receipts) which show the amount of money brought by tourism into our economy. While the numbers from the last quarter of 2022 are still unknown, it’s worth emphasizing the importance of this indicator for the recovery of our tourism, seeing as it is one indicator illustrating not the amount of visitors that came to Aruba, but the amount of money that their visit generated. Aruba Tourism Authority (ATA) had the goal of reaching 95% recovery for this indicator in 2022. ATA predicted that this goal would be surpassed, and we could be closing the year with 17% growth compared to 2019.

Tourism Credits is the direct income generated from tourism, and excludes the indirect income that Aruba’s economy generates thanks to the tourism industry.

December 2022 compared to 2019 and 2021

In the month of December, our destination received a total of 110,435 stay-over visitors. If the month of December 2022 is compared to December 2019 – the last normal year for tourism – it can be noted that Aruba recovered 110% of what was received in December 2019, a growth of 10 percent. If December 2022 is compared to December 2021, we can see a recovery of 123%, indicating 23% growth.

2022 In 2022, Aruba received a total of 1,100,997 stay-over visitors, representing a degree of recovery of 98% compared to the same months in 2019. While a complete recovery in the amount of visitors was attempted, the challenges at the beginning of the year, among other things due to the Omicron variant had a role in this recovery. However, the goal of 95% was surpassed. It’s worth noting that the main market in each region surpassed the numbers for 2019. The United States surpassed the amount of visitors in 2019 with 20,275 – a growth of 2.4%. The Netherlands surpassed the amount of visitors in 2019 with 3,3029 visitors – a growth of 7.7%; and Colombia surpassed the amount of visitors in 2019 with 1,122 visitors – a growth of 3.5%.

Markets and accommodation categories

In 2022, 81.7% of the total stay-over visitors for Aruba came from North America, 8.0% came from Europe, 7.6% came from Latin America and 2.7% from other parts of the world. The percentage of visitors from North America and other parts of the world increased while the percentage from Europe and Latin America decreased.

Seeing the accommodation categories, in 2022, 36.3% of visitors stayed in High-Rise hotels; 9.3% stayed in Low-Rise hotels; 29.4% stayed in Timeshare and 25.0% stayed in other types of accommodation, known also as vacation rentals.

The percentage of visitors that stayed in Low-Rise, Timeshare and other types of accommodations increased, while the percentage of visitors that stayed in High-Rise decreased.

It is important to mention that ATA has access to a platform where it is possible to see the amount of houses, apartments and villas that are used as vacation rentals, as well as the average price per night, occupation and a calculation of the income generated by these.

If 2022 is compared to 2019, it can be noted that the average price for these accommodations increased with 32%, from an average of $172 per night in 2019 to an average of $227 per night in 2022. If 2022 is compared to 2019, it can be noted that the average occupation of these accommodations increased with five percentage points, from an average of 49% in 2019 to an average of 54% in 2022. In the case of income, if 2022 is compared to 2019, it can be seen that the category generated an increase of income of 115%.

2023 For 2023, four indicators will be once more used to measure tourism. Compared to 2019, in 2023 it is predicted that the amount of visitors will recover 2015; tourism income will recover 117%; hotel room income, according to AHATA numbers will recover 100%; the amount of cruise visitors will recover between 90% and 100%.

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Aruba’s Tourism Sector Flourishes with Record-Breaking Numbers in 2023 high season

• May 22, 2023

Aruba’s tourism industry has experienced a remarkable resurgence following the challenges posed by the global pandemic. The Minister of Tourism recently presented a report highlighting the significant achievements and positive growth in the sector. With notable improvements in key indicators, Aruba has positioned itself as a premier tourist destination. This article delves into the impressive statistics and ongoing infrastructure upgrades that contribute to Aruba’s success as a sought-after vacation spot.

Aruba has witnessed a surge in tourist arrivals, reflecting the exceptional progress made in just the first four months of 2023. Stay-over tourists have seen a significant increase, with over 415,000 visitors arriving in Aruba during this period. Furthermore, the island has welcomed approximately 425,000 cruise tourists, marking a 15% increase compared to pre-pandemic levels in 2019.

Aruba’s commitment to providing a high-quality experience is reflected in the improved indicators and revenue generation. The Average Daily Rate (ADR) for hotels has seen a historic increase of 14% year-to-date (YTD) compared to 2019, showcasing the caliber of tourists visiting the island. The Revenue per Available Room (RevPAR), a crucial metric, has also demonstrated substantial growth. Aruba’s success in these areas sets it apart from other Caribbean islands grappling with similar challenges.

While the United States remains Aruba’s strongest market, another emerging market has gained prominence. Thanks to the recent airlift connecting Aruba and Colombia, Colombian tourists have started to flock to the island, contributing to its overall growth. Aruba’s reputation as a favored destination has also been reaffirmed by a recent survey conducted in the United States, ranking it as the fourth most desirable country to visit during the summer.

Aruba’s focus on guest satisfaction has resulted in impressive feedback from visitors. In April 2023, the guest satisfaction index reached an outstanding score of 9.1 out of a possible 10. Aruba’s exceptional performance compared to other Caribbean islands is a positive sign for its overall economy, underlining the positive impact of tourism on the country’s prosperity.

Aruba’s commitment to continuous improvement is evident through various infrastructure upgrades. The ongoing Seroe Colorado Master Plan, with Phase 2 nearing completion, promises a refreshed look for the area, including a new tennis court with a nearby restaurant and kiosks. Additionally, enhancements are being made to the area adjacent to Rogers Beach, ensuring visitors and locals can enjoy the stunning surroundings. Mangel Halto is also receiving upgrades, including the introduction of brand new palapas. The restoration of the historic tower in front of Riu is almost finished, while Eagle Beach is set to receive additional upgrades.

Aruba’s tourism industry is gaining popularity, and the government is committed to further enhancing visitor satisfaction. Major projects are underway, including the comprehensive upgrade of Aruba’s airport through the Gateway 2030 initiative. The Aruba Ports Authority is also undertaking significant renovations, including the development of Port City and the conversion of a former government building into a combination of office space and a tourist visitors center. Exciting future announcements regarding further upgrades are expected, demonstrating Aruba’s dedication to upholding the highest standards in the pursuit of visitor satisfaction.

Aruba’s tourism sector has made impressive strides in 2023, surpassing pre-pandemic levels and setting new records. With notable increases in tourist arrivals, improved revenue indicators, and high guest satisfaction ratings, Aruba has solidified its position as a top-notch travel destination. The ongoing infrastructure upgrades and commitment to continuous improvement ensure that Aruba will remain a popular choice for travelers seeking an unforgettable vacation experience.

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• How the pandemic is eventually brought under control
• The speed of recovery in demand
• The situation here in Aruba
• International and national restrictions and regulations pertaining to international travel.
• COVID 19 is a novel (new) virus for which there is no effective vaccine.
• The virus is mutating which is not unexpected and is not necessarily a bad thing.
• It is thought it will take at least 12 to 18 months to develop an effective vaccine. It will then take a further amount of time to produce the vaccine in large quantities and to administer doses.
• It is highly contagious.
• It can take a number of days before infected persons display symptoms.
• The global mortality rate of those infected is 7.0% but this varies very much from country to country. For example, in Italy, the mortality rate is 13.5%, in the Netherlands, 11.9% and in Spain 10.2%. In the USA it is currently 5.7%.
• It is thought the actual mortality rate is less than 1% when the number of deaths is calculated as a percentage of all who are likely to have been infected by the virus but have not been tested.
• That for a variety of reasons the data measuring the number of persons infected, the rate of infection and the mortality rates, are deeply flawed
• The overall global policy response has been to “flatten the curve”, that is to try and slow the increase in the rate of infections to prevent health care facilities becoming overwhelmed and thus mitigating the number of deaths. However New Zealand is attempting to eradicate the virus completely but knows this will be very difficult to achieve over the long term.

• To achieve this many countries have implemented “social distancing” policies, that is minimizing contact between members of the resident population and by implementing Shelter at Home policies.
• The most effective long-term policy is “test and trace”. This requires thorough effective testing of as many people as possible, isolating those who have been infected and tracing those with whom they have been in contact. This also requires significantly expanding the health care facilities especially hospital facilities and having enough supplies such as masks and ventilators, to deal with the rise in the number of patients. 

• ​In some countries, where local transmission has been significantly slowed (China and South Korea), new infections are being caused by visitors from outside resulting in such countries either closing their borders to foreigners or imposing very rigorous testing at its borders.
• It is highly probable that the virus will become endemic, like flu, and will reappear again and again in the future.
• How many people are infected? The numbers are skewed by the rate of testing. As testing gets better and more widely administered the number of cases will increase but that does not mean we know how many persons overall are infected. The number of infections at the moment is grossly underestimated. It is thought that a significant number of individuals are infected but are asymptomatic, that is do not show any symptoms of the disease.
• We do not know how many deaths are ascribed to COVID 19 or ascribed to other causes such as pneumonia or some other respiratory ailment, so the mortality rates are inexact.
• We do not know if an individual having tested positive for the virus, and having recovered, is immune to a second bout of infection or for how long they will be immune.
• We do not know if social distancing works. This should be clearer by the end of April.
• We do not know if, like influenza, the rate of infection will slow during the summer months but reappear in the fall.
• We do not know whether or not there will be a second or possibly third wave of infections.
• And we do not know how long it will take to develop an effective vaccine.
• Nor do we know if effective antibody testing can be put in place.

• The pandemic does not go away.
•  People will continue to get infected. 
• People will continue to die.
• Every nation on earth bring the virus under control at the same time . This is not at all likely.
• That the virus infects so many people that a “herd immunity” is established whereby the majority of the population is immune. This can only come at the cost of many millions of dead.
• That governments use the test and trace approach stamping out outbreaks until an effective vaccine is produced.

• when they’re allowed to,
• when they feel it’s safe to do so,
• when they have money to pay for it,
• when the transportation options are available.
• 90% of travelers surveyed had some type of travel or travel related activity planned prior to the COVID-19 outbreak. 23% had planned an international flight and 13% had planned a cruise.
• 80% of those either canceled or postponed those plans. 47% cancelled their international flight while 37% postponed the flight. 49% cancelled their cruise while 37% postponed it.
• As COVID-19 impact grew, consumer sentiment around personal safety related to travel showed a drop in the most current wave results. Travelers who said they felt safe staying in a hotel, or a resort declined from 20% in Wave 1 to just 13% in the current wave. And, traveler sentiment about taking an international flight fell into the single digits, with just 9% of respondents saying they would feel safe doing so with a similar number, 9%, saying they would feel safe taking a cruise.
• Once the COVID-19 pandemic passes, more than half of the respondents to the current wave will be eager to travel for leisure. And, 4 in 10 will likely travel by plane, while 1 in 3 are likely to take a vacation closer to home than they were before COVID-19. 35% indicated it was likely they would take an international flight while 21% said it was likely they would take a cruise.
•  Consumer intent to travel in the upcoming 6 months, for both leisure and business, continues to decline however as the COVID-19 pandemic expands and intensifies. Intent to travel for a leisure vacation has fallen from 39% in Wave 1 to just 31% in Wave II. And, intent to travel for business in the next 6 months fell from 26% to 21% in Wave II.
• More specifically, consumers are increasingly less likely to engage in specific travel activities. Intent to stay in a hotel or resort in the next 6 months fell from 41% to just 33% in Wave II, and the likelihood of taking a domestic flight dropped from 39% to 31%. The likelihood of taking an international flight fell from 21% to 18% and for taking a cruise fell from 17% to 13%.
• Early indications are the ages of those who will be the first to travel will skew younger as evidenced by their intent to engage in almost every type of travel related activity in the next 6 months as compared to their older counterparts. Less than 10% of those interviewed who were 50 years old or older said it was likely they would take an international flight while just 5% of those 50 years old or older said it was likely they would take a cruise.
• They'll stay in the country. International travel will fall out of favor as people stay closer to the safety of home. 
• They won't travel far from home. "Staycations" and road trips will be favored over flying or cruising.
• They'll make it quick. A softer economy will mean the traditional two-week summer vacation could turn into a long weekend. 
• American travelers continue to feel better that the worst of COVID-19 may be on the horizon. Excitement levels towards taking a getaway in the next month and interest in learning about travel destinations remain low but are at a 5-week high
• When presented a list of leisure and personal activities and asked to select the first things they were going to do when shelter-in-place restrictions are lifted, 22.5% said taking a trip would be among their top 5
• Regarding timing, American travelers increasingly don’t believe or are unsure that the pandemic will be resolved by the summer travel season. The number reporting trip cancellations increased, particularly in May and June. Nevertheless, half continue to feel they will be traveling in Fall, with reported increases in travel plans for September and October
• The number of American travelers saying they will choose regional rather than long-haul destinations for leisure travel this year continues to grow and is at the highest recorded level since this study began
• 36.5% of American travelers say they agree to some degree with the statement “I’m not traveling until there is a vaccine”; 43.2% disagree
• Nearly 8 in 10 American travelers say they would approve of mandatory health screenings for flights between destinations inside the continental United States and over 60 percent expressed this would increase their confidence traveling
• Over two-thirds of American travelers say they do not want other travelers coming to their community right now
• No more self-service buffets
• Restrictions on who can cruise
• New health screenings
• Enhanced cleaning on board
• Lower pricing
• Less crowded ships
• Fewer ships
• Shorter, closer-to-home itineraries
• Relaxed cancellation policies
• Six of the eight businesses were closed with two properties remaining open. One of the closed properties planned to reopen in May, three in June, one in July and one planned to reopen in October.
• The general sense was that management would re-open their properties in phases dependent upon demand.
• Most felt that the USA would be the first market to rebound with two properties also looking to Europe to generate traffic.
• The general feeling was that Baby Boomers would probably be the first to start traveling although some concern was expressed that potential travelers over 60 might find it difficult to travel being hampered by an inability to find affordable health insurance and with possible government restrictions put in place limiting their ability to travel. Concern was expressed that younger travelers, particularly millennials, would be severely impacted by the economic situation and would find it difficult to afford international travel.
• Larger hotels thought that loyalty program customers would be amongst the first to start traveling with adult couples and then families traveling for leisure coming second. It was thought that Group and Incentive travel would take a considerable time before it recovered. The timeshare resorts indicated there was strong interest among their regular customers and this could result in a faster than average growth in that business.
• Management indicated their preferred marketing strategy would be to hold rates and to offer customers added value rather than to deeply discount rates.

• Pessimistic
• That the USA manages to substantially slow the rate of infections during the month of April and that the social distancing regulations are relaxed, if not removed, by May 1st.
• That the US government removes all restrictions on entry to the USA from foreign countries by foreigners and returning residents.
• That unemployment peaks in late April at about 25% - 30% of the workforce.
• However, people start going back to work in May and the economy begins to recover.
• That as a result of the workforce having income, that demand for discretionary purchases begins to grow.
• That similar success is achieved in major source markets in Europe, particularly the Netherlands.
• That the airline industry responds positively to this demand for travel and flights are reinstated.
• That the cruise lines also respond positively to this demand and reinstate cruises.
• That the hotel industry and related tourist inventory within Aruba is not badly impacted by the suspension of traffic during March and April.
• That social distancing and related policies implemented within Aruba are successful and that the infection rate is minimized.
• That the Aruban Government opens its orders to foreign visitors sometime in May 2020 without requiring mandatory testing at a port of entry.
• That the USA manages to slow the rate of infections during the month of April, but the infection rate continues to grow at an unacceptably high level and that the social distancing regulations continue through the month of May and possibly into June.
• That the US government keeps all restrictions on entry to the USA from foreign countries by foreigners and returning residents in place through May and into June.
• That unemployment peaks in May/June at about 30% - 35% of the workforce.
• That people slowly go back to work with most not re-entering the workforce until July/August
• That as a result the workforce has a substantially less income and that demand for discretionary purchases only comes from a small affluent cohort of the population.
• That a similar pattern is demonstrated in major source markets in Europe, particularly the Netherlands.
• That the airline industry responds to this demand for travel and flights are reinstated but not until August/September
• That the cruise lines also respond to this demand and reinstate cruises but do not reach a significant number of cruises until October/November.
• That the hotel industry and related tourist inventory within Aruba is impacted by the suspension of traffic during March through June but is not fatally damaged.
• That social distancing and related policies implemented within Aruba are reasonably successful and that the infection rate is minimized.
• That the Aruban Government opens its borders to foreign visitors sometime in June 2020 but with mandatory testing of all visitors at the airport and presentation of clear evidence by all cruise lines that all passengers are virus free.
• That the USA manages to slow the rate of infections during the months of April and May, but the infection rate continues to grow at unacceptably high levels and that the social distancing regulations continue through the months of June and July and possibly into August.
• That the US government keeps all restrictions on entry to the USA from foreign countries by foreigners and returning residents in place indefinitely.
• That unemployment peaks in July/August at about 40%% of the workforce.
• That people slowly go back to work with many not reentering the workforce until September/October although the economy will be substantially smaller by then
• That as a result the workforce has a substantially less income and that demand for discretionary purposes only comes from a small affluent cohort of the population.
• That the airline industry responds to this demand for travel and flights are reinstated but not until the fourth quarter of 2020 but only in limited numbers. The airline industry is substantially smaller than in 2019 and has limited capacity.
• That the cruise lines also respond to this demand and reinstate cruises but do not reach a significant number of cruises until the fourth quarter. The cruise industry finds strong resistance from Aruba and all Caribbean countries to receiving their visitors without clear evidence that all cruise passengers are virus free.
• That the hotel industry and related tourist inventory within Aruba is severely impacted by the suspension of traffic during March through September and is substantially reduced in size.
• That social distancing and related policies implemented within Aruba are moderately successful and that the infection rate is minimized but is still at a relatively high level.
• That the Aruban Government opens its orders to foreign visitors sometime in June 2020 but with rigorous testing of every arriving visitor.
• Worst case: assumes 100% drop in stopover arrivals - i.e. ZERO stopover arrivals for the remainder of the year. 
• Likely case: 80% decline in stopover arrivals for the rest of the year.
• Best case: 60% decline in stopover arrivals for the remainder of the year.
• No cruise arrivals to the Caribbean for the remainder of 2020 under all scenarios.
• Best case = 50% drop in stopover arrivals for all of 2020
• Likely case = 67% drop in stopover arrivals for all of 2020
• Worst case = 83% drop in stopover arrivals for all of 2020

• 2020 could see stopovers falling by 61% and cruise visitors falling by 46%.
• 2021 could see some recovery with both stopover and cruise arrivals about 15% higher than in 2020.
• 2022 could see continued recovery
• 2023 could see arrivals return to levels achieved in 2019.
• A task force created now to plan how we will revive our tourism industry. This must involve all key stakeholders.
• Identify and develop new product in tune with these changed times.
• A detailed plan of action with clear targets, responsibilities and budgets.
• To identify the funds which will be needed for marketing and to support airlift as quickly as possible and ensure these funds are dedicated to the recovery process.
• To train as many of the workforce as possible to adjust the new situation.
• To move as quickly as possible and be a first mover.
• To implement new and innovative marketing techniques to attract the visitors we will require.
• To identify and implement rigorous testing procedures to be used at Aruba’s ports of entry similar to those used in South Korea.
• To implement a highly effective Test and Trace policy for the population of Aruba.
• establish a realistic view of the sector’s baseline or starting position.
• develop scenarios for multiple versions of the future.
• establish the strategic posture for the sector as well as a broad direction of the journey back to growth.
• establish actions and strategic imperatives that will be reflected across various scenarios.
• establish trigger points to tackle action, which includes a planned vision in a world that is learning to evolve rapidly.

Leave a Reply.

Jim hepple is an assistant professor at the university of aruba and is managing director of tourism analytics..

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Aruba Economic Impact Report

Discover the direct and total economic contribution that the Travel & Tourism sector brings to Aruba in this comprehensive report.

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Report details

This latest report reveals the importance of Travel & Tourism to Aruba in granular detail across many metrics. The report’s features include:

• Absolute and relative contributions of Travel & Tourism to GDP and employment, international and domestic spending
• Data on leisure and business spending, capital investment, government spending and outbound spending
• Tables ranking Aruba against other competing destinations and benchmarked against the world and regional average across various metrics
• Charts comparing data across every year from 2014 to 2024
• Detailed data tables for the years 2018-2023 plus forecasts for 2024 and the decade to 2034

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Aruba’s Tourism Boom: Boosting the Economy, Preserving the Paradise 🌴

Aruba is a tropical island in the Caribbean that has been making a name for itself in the tourism industry. With its picturesque beaches, crystal-clear waters, and rich culture, it’s no surprise that visitors from all over the world are flocking to the island. But Aruba’s tourism boom isn’t just benefiting travelers; it’s also boosting the island’s economy and promoting sustainable growth.

Paradise Found: Aruba’s Tourism Boom

Aruba’s tourism industry has been steadily growing over the years, with a record-breaking 1.1 million visitors in 2019. This is thanks to the island’s diverse range of attractions, from stunning beaches like Eagle Beach and Palm Beach to historical sites like the California Lighthouse and Natural Pool. The island is also renowned for its warm and welcoming locals, who are always eager to share their culture and traditions with visitors.

From Beach to Boardroom: Boosting the Economy

Aruba’s tourism boom isn’t just about providing a relaxing getaway for travelers; it’s also creating jobs and boosting the island’s economy. The tourism industry directly employs over 25% of the island’s workforce, and it contributes to over 90% of Aruba’s GDP. This has allowed the island to invest in infrastructure and public services, making it an even more desirable destination for tourists.

Sustainable Growth: Preserving the Island’s Beauty

Despite the economic benefits of tourism, Aruba is also committed to preserving the island’s natural beauty for future generations. The government has implemented sustainable tourism practices, such as beach cleanups and waste management programs, to minimize the impact of tourism on the environment. The island also promotes eco-friendly activities like snorkeling, hiking, and birdwatching, which allow visitors to appreciate the island’s natural wonders without harming them.

Aruba’s tourism boom is a win-win situation for everyone involved. Visitors get to enjoy a tropical paradise, locals benefit from job opportunities and economic growth, and the island’s natural beauty is preserved for years to come. As Aruba continues to attract more travelers, it’s important to remember the importance of sustainability and responsible tourism practices. By working together, we can ensure that Aruba remains a beloved destination for generations to come.

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Aruba Is Building a Tourism Economy Centered on Sustainability

Aruba Tourism Authority + Skift

November 7th, 2019 at 2:00 PM EST

Many destinations have stepped up their environmental sustainability efforts in recent years. But the island nation of Aruba is going further than most, working to reduce plastic use, support local communities, and make tourism itself a more sustainable industry overall.

Aruba Tourism Authority

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For the island of Aruba, which just won a place on Lonely Planet’s Best in Travel 2020 list in recognition of its progressive sustainability efforts, climate change isn’t a hypothetical.

“Climate change is absolutely motivating our work,” said Varelie Croes, the chief innovation officer for the Government of Aruba. “And we’re tackling it in a foundational, systematic way that I haven’t seen in other countries and on other islands. What we’re doing and the approach we’re taking is very unique.”

The destination has made major investments in recent years in future-proofing the island. Along the way, Aruba has become a major force in sustainability, garnering recognition from the United Nations, the International Monetary Fund, the press, and travelers who care about the environmental footprint of their trips. National Geographic has recognized Aruba’s de-carbonization efforts with a “destination leadership” award, noting that “six other Caribbean nations have now adapted the ‘Aruba Model’ to propel their own transitions towards becoming more sustainable destinations.”

“Tourism is our economy,” Croes said. “Being aware of climate change and natural disasters is key. It has motivated us to implement and invest in ambitious solutions and creative partnerships.”

That reality has motivated ambitious solutions and creative partnerships, Croes said. “Becoming sustainable is one thing. Remaining sustainable is another,” she said. “This requires a cultural transformation and mindset shift. The work we are doing today is important, and the work we have to do over the next few decades is critical.”

Luckily for the island, numerous stakeholders are contributing to that success. For one, the government itself has earmarked significant budget resources to the office of innovation, which collaborates with public and private entities to develop 21st-century solutions to environmental challenges, Croes said. The private sector has also stepped up, with hotels in particular making great strides toward environmental sustainability. Properties like Bucuti & Tara Beach Resort , to take one example, are now regional leaders in low-impact practices — the property is the first carbon-neutral resort in the Caribbean. Now, other hotels across the region are adopting those ideas. Lastly, Aruban citizens are working to build a more environmentally and socially responsible tourism future for the island, working to reduce the prevalence of single-use plastic, opening “maker labs” to reduce and upcycle waste, and leading the charge toward an Aruba Pledge that will define the island’s sustainable future.

A History of Environmental Stewardship

When it comes to sustainability, Aruba has a long history of innovation. One of the leaders of environmentally sustainable development on the island has been Bucuti & Tara Beach Resort, a 104-room retreat that opened back in 1987. From the start, it was built as an ecologically conscious property, said Nathaly Stanley, the sustainability manager for Bucuti.

“When Mr. Ewald Biemans founded the resort more than 30 years ago, he had a vision for it to be sustainable,” Stanley said. “He saw from the beginning that there was a lot of heavy development in the tourism sector — and that the development could actually end up hurting rather than being desirable, this being a small island, with the nature and beaches that we have. So, he decided to try to protect and preserve it from the very start.”

Since then, many programs have taken hold at the resort, Stanley said. It has reduced portion sizes to decrease food waste and divert any remaining scraps to a pig farm rather than to a landfill — much of the produce served on property is locally grown on Aruba, a rarity for larger hotels on the island. Rooms are equipped with amenity dispensers rather than plastic bottles, and Bucuti has taken steps to reduce the overall amount of bulk purchases, plastics, and unnecessary packaging, in general, that arrives on property so that there’s less to throw out, said Suzanne van Grinsven, director of human resources, local public relations, and office, at Bucuti. “We’ve eliminated almost all of plastic on the property,” van Grinsven said.

Bucuti uses solar panels to provide some power, and there’s another clever solution to further reduce its reliance on Aruba’s grid: “We’ve even just purchased gym equipment that helps generate power,” Stanley said. “So, it’s a win-win. You feel good because you finally made it to the gym while on vacation, and you’re helping us reduce our power usage.” Over the past 30-plus years, Bucuti has won countless accolades for its extensive efforts, including, in April, the Climate Action Award at the World Travel & Tourism Council’s Tourism for Tomorrow Awards Ceremony in Seville, Spain.

Other island properties have implemented significant sustainability initiatives. At the Boardwalk Boutique Hotel Aruba , owners (and sisters) Kimberly and Stephanie Rooijakkers have embarked on an expansion to their property, fitting new casitas with low-flow fixtures and well-insulated walls that reduce the power that air conditioning systems ultimately consume. As important as any ecological efforts are, Kimberly Rooijakkers said, is introducing visitors to the greater Aruban community and helping those guests understand that the island is more than just a sun-and-sand escape.

“In general, there’s a trend toward more sustainable tourism globally,” she said. “But it could go further.”

The Future of Sustainability on Aruba

Numerous grassroots organizations have sprung up in recent years to help push Aruba into a more sustainable future, including the entrepreneurial co-working space Brenchie’s Lab at the National Library of Aruba in Oranjestad and Plastic Beach Party, a “maker space” focused on recycling, upcycling, and waste management, also based in the capital. But as critical as environmental sustainability is, tourism leaders said, it’s only one part of the equation. Just as critical is social sustainability and an economically secure future for the island.

“Along with our ambitious sustainability goals such as the working bans on single use plastic and reef-destroying sunscreen and opening the Island as a testing hub for renewable solutions for our planet, we are excited to roll out a human-centric action plan for 2020 and beyond to ensure the protection of the environment for generations to come,” said Ronella Tjin Asjoe-Croes, the CEO of the Aruba Tourism Authority, in a recent statement.

As part of that work, the destination has just launched an Aruba Promise , aimed at visitors. Like similar destination-preservation efforts in Hawaii or Palau , the voluntary pledge asks that arriving guests acknowledge their responsibility to the island. Guests can commit to “[helping] preserve this island for generations to come” and to “respect land, sea, and nature” — and then share their promise to social media. The goal, according to the Promise? That future visitors “embrace the one happy island spirit” for many years to come.

This content was created collaboratively by the Aruba Tourism Authority and Skift’s branded content studio, SkiftX .

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Tags: aruba , Aruba Tourism Authority , climate change , destinations , sustainability

• The Economy of Aruba

Aruba is situated in the Southern Caribbean Sea, 15 miles from Venezuela’s coast. It is 18.6 miles long, and it is a constituent state of the Kingdom of the Netherlands. Its inhabitants are estimated to be 103,400 and are referred to as Arubans or Dutch. The island’s capital and largest city is Oranjestad which is home to an estimated 34,980 inhabitants.

The currency in circulation in the country is the Aruban florin, which is pegged at $1.79. The GDP was approximated at $2.516 billion in 2009 and the estimated GDP per capita was $25,300 in 2011. The country has a small open economy dominated by the service sector. Tourism, financial, hospitality, business, and petroleum bunkering are among the major service industries. The services sector contributes over 60% to Aruba’s economy. Industry and agriculture contribute an estimated 33.3% and 0.4% respectively to the GDP. Aruba’s unemployment rate is estimated to be 6.9%.

Aruba first prospered economically because of the oil refinery industry. It was home to the Lago Refinery, which until its closure in 1985 was one of the world’s largest oil refineries. The island’s government then decided to utilize the country’s strategic position on the beachfront to establish a tourism sector. The country has a tropical semi-arid climate which translates to plenty of sunshine throughout the year. In 1959, Aruba’s first luxury hotel was constructed setting the pace for luxury real estate. In recent times, the island has witnessed a rapid growth in the establishment of hotels and facilities which have attracted an increasing number of ship arrivals and flights. More than 1 million tourists arrive in Aruba annually, most of them from North and South America. Although the growth in the tourism sector has been impressive, the government is trying to encourage growth in other areas including communications and finance to reduce the dependency on tourism.

Exports and Imports

Aruba is more of an importer than an exporter, especially for capital and consumer goods. In 2014, the country imported goods worth $1.528 billion compared to the $312.7 million in exports. The major exports are transport and electrical equipment, art and collectibles, animal products, machinery, and live animals. The primary export partners are the Caribbean Netherlands, the Netherlands, Colombia, Venezuela, the US, and Canada. Foodstuffs, electrical equipment, chemicals, refined oil, and machinery make up the bulk of the nation’s imports. The United States supplies 50.8% of the island’s imports followed by the Netherlands at 12.1% and the UK at 7.5%.

Future Trends

As it stands, tourism accounts for 30% of the state’s income. The government has attempted to reduce this dependency through measures such as instituting a moratorium on new hotel construction. The island’s economy is expected to lean towards diversification in a bid to reduce the impact of future slumps in tourism. Among the businesses targeted in diversification are technology, communications, and finance. The government aims to make Aruba more self-reliant, and it is projected that the island is on course to be ranked as one of the most prosperous Caribbean Islands.

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Aruba Tourism

With perfect weather, gracious hospitality, and spectacular beaches, it’s no wonder Aruba is synonymous with tourism.

In the 1920s, Aruba had only a few visitors. Between 1924 and 1928, about 200 yachts, motor vessels, and tankers were registered, bringing American businessmen and visitors to the island.

For many years since its opening in 1924, the Lago Oil Refinery was the main source of employment for the island of Aruba. In the 1950s, however, due to automation, many employees lost their jobs. To boost the economy, a new industry was sought, and the Dutch government proposed the most feasible choice—tourism.

In 1947, the Aruba Tourist Commission was established to promote and direct tourism on the island, with Ernst Bartels at the helm. In 1953, the commission officially became the Aruba Tourist Bureau (ATB). This was a small organization with only two employees: Ernst Bartels remained chief, assisted by Casper Wever. The ATB continued the vital work of promoting Aruba as a tourism destination, especially in the United States, one of the key markets for the Caribbean.

The Caribbean Hotel, Aruba’s first multi-story resort hotel, opened its doors in 1959, quickly becoming a favorite getaway for world-famous jet-setters. From that time until 1977, the number of hotels increased to 16, with five of them proudly housing their own casinos, and the total number of rooms reached 2,148.

Tourism in the 1980s & 1990s

In January 1983, U.S.-based firm Sasaki Associates, assisted by several government agencies, concluded a six-month study dealing with the development of Aruba’s main tourism corridor—the coastal area extending from Oranjestad to California Point in the northwest corner of the island. With its wide beaches, warm ocean waters, and easily developable land, this area became the focus of Aruba’s tourism growth. Major investments by the government in roadways, waterlines, and other infrastructure facilitated large-scale resort hotel development.

When the new roadway network was developed, great care was taken to protect environmentally sensitive areas, including the unique geological formations and dunes of Arashi/California Point, as well as several salt flats that serve as home to wildlife during rainy periods. In general, the developers sought to preserve the beauty of the existing desert landscape and native vegetation.

By 1984, tourism was a well-developed sector of the Aruban economy, second only to the oil-refining industry in terms of its contribution to the gross domestic product. In 1985, the closing of the oil refinery, resulting from declining market value and cutbacks in the supply of Venezuelan oil, had a great impact on the Aruban economy. In 1986, Aruba achieved its Status Aparte, withdrawing from the Netherlands Antilles and becoming an autonomous entity within the Kingdom of the Netherlands. It was within this context that tourism took over as the strongest economic force of Aruba.

After the closure of the Lago Oil Refinery in 1985, the Aruban government decided to invest in tourism as the main economic pillar of the island and replaced the ATB with the newly created Aruba Tourism Authority (ATA) in 1986. The ATA grew in importance, concentrating on opening new markets and expanding its marketing activities.

In the period from 1986 to 1996, tourism in Aruba grew at almost twice the rate of tourism in the entire Caribbean. From 1986, when the construction of hotels resumed, until 1991, the total number of rooms more than doubled from 2,776 to 5,625. During this period, the number of timeshares also increased about fivefold, from 337 units to 1,967 units. By the end of 1996, there were 7,103 rooms, of which timeshare units totaled 2,272.

The refinery was reopened in 1990 by Coastal, but tourism remained Aruba’s economic mainstay, generating the majority of the island’s export earnings. The government played a key role in the growth of tourism by devoting considerable resources to increase revenues and create employment, developing a basic infrastructure to serve hotels and other tourist facilities, and directly supporting the expansion of tourist accommodations through the partial ownership of three hotels totaling about 600 rooms.

Tourism Today

Hotels are concentrated in two main areas: the high-rise area in Palm Beach and the low-rise area in Eagle Beach and Punta Brabo. The majority of today’s hotels fall under foreign ownership, and many of them are international brands. Despite its increase in hotel capacity, Aruba enjoys one of the highest hotel occupancy rates in the Caribbean, averaging about 75% year-round. Aruba’s popularity has remained consistent, due not only to the perfect combination of sun, sand, and sea, but also to the hospitality of its people, its high level of safety, its political stability, and its success in various niches such as activities, nightlife, shopping, and restaurants.

The airport, built in 1972 and expanded in 1987, has recently been modernized and expanded again. U.S. immigration arrived in 1988 and U.S. customs in 2000, setting up in a new state-of-the-art building for U.S. departures only. This dedicated facility enables U.S.-bound flights to pre-clear U.S. immigration and customs in Aruba—a huge boon for those traveling to the States.

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Tourism in Aruba isn’t just our livelihood; it has also become a part of our identity as a community. Educating our youth about the importance of Aruba tourism has created a service oriented and welcoming attitude among our people. Many of our visitors come for the beautiful alabaster beaches, but they return because they left the island feeling like family.

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