Aruba strengthens its presence during the ANATO 2025 tourist fair.
ORANJESTAD - The Aruba Airport Authority (AAA) participated in the ANATO Tourist Fair and held several strategic discussions with important industry players, including delegations from Latin America and the Aruba Tourism Authority (A.T.A.) headquarters.
Regarded as the most significant occasion in Colombia's industry, it included key discussions and a strategic agenda. Aruba's delegations included 15 firms and approximately 35 individuals concentrating on strengthening relationships with airline and commercial partners and consolidating presence in the Latin American market.
Since February 25, A.T.A. has had internal meetings to examine 2024 outcomes and 2025 strategy and revise plans with Latin American airlines in anticipation of key meetings.
They met with:
- Large Latin American operator, Despegar.
- Holland House, which is the chamber of commerce of the Kingdom of the Netherlands in Colombia for a political and commercial context
- MullenLowe, a creative agency that supports Aruba's position and brand in the region.
Through international media outlets, including Ladevi, Forbes, and Réport, they conducted multiple interviews with senior executives to provide an update on Aruba's development and strategy for 2025 and beyond.
The Colombian President, the Minister of Tourism, and other government representatives attended the official opening of ANATO 2025 at the Tourist Fair on February 26. Interviews with local media and a ribbon cutting were part of the Aruba booth's opening in Pavilion 17. Representatives from A.T.A., AAA, Aruba Convention Bureau (ACB), DMC (Destination Management Company), local hotels, and tour operators were in attendance, along with Marc Hauwert, the Dutch Embassy's deputy ambassador, and Jan Willem Van Bokhoven, director of Holland House.
The executive delegation of Aruba met with airlines such as JetSmart, Avianca, Wingo, and Copa Airlines. During these conversations, A.T.A. and AAA shared with our partners during these discussions the significant progress and significance of the Latin American region in recent years. With an average annual growth of 26% in the last 10 years and the direct contribution to the importance of the diversification strategy, it expanded the participation of the region by 10.5% during 2023 to 13% in 2024.
They also highlighted the diversification strategy within the Latin American region, where A.T.A., and AAA, focus on positioning and strengthening tourism from markets such as Argentina, Brazil, Chile, and Peru. The marketing strategy includes the consolidation of the "El Efecto Aruba" campaign, the implementation of digital tools, and the personalization of experience to attract the desired segments of the market.
Aruba's participation in ANATO 2025 reaffirms the island's commitment to innovation and sustainable tourism growth.