ATA strengthens alliances with various airlines and partners during ITB Berlin 2025.
ORANJESTAD – Recently, the Aruba Tourism Authority (ATA) HQ and Europe held meetings with partners and representatives on various topics, including market sentiment, tour operator production and bookings, strategic evaluation, and reviewing the action plan.
ATA recognizes the challenges in the European market, including increased competition and rising travel costs to Aruba, particularly as Aruba is considered a long-haul destination for Europe. Additionally, meetings were held with various airlines to strengthen alliances and update Aruba's product offerings.
In Europe, KLM is Aruba's most important airline. Aruba can be reached from 10 German cities via Amsterdam, the three most important being Munich, Berlin, and Frankfurt. KLM has confirmed that the joint marketing efforts in September 2024 yield results. Forward bookings are also positive so far. This year, the focus will remain on marketing the three key cities while continuing to analyze the potential for growth in other affluent cities, such as Hamburg and Stuttgart.
A key airline for Aruba from the North American market is JetBlue. JetBlue has started flights from Amsterdam and London to New York, making it an airline of interest in the European market. ATA and JetBlue have discussed developing the route via New York as a dual destination, allowing travelers to combine a vacation in New York with a stay in Aruba, a concept known in the industry as a ‘Dual Destination Vacation.’
ATA also met with the Swiss airline Edelweiss, part of the Lufthansa Group. During the meeting, Edelweiss praised ATA for its excellent work in positioning Aruba and increasing awareness in the market. This has resulted in growth in the Swiss market in 2024. ATA confirmed that it will continue investing in this market and working on non-stop flight options to facilitate travel for guests from Germany, Switzerland, and Italy.
The European market is crucial for Aruba, and ITB Berlin remains an essential platform for strengthening relationships with key partners. ATA, together with its partners, remains committed to further developing the presented strategies in alignment with the Corporate Plan 2025.
With its participation in ITB Berlin 2025, Aruba continues to demonstrate its dedication to building and maintaining lasting relationships while promoting its warm slogan, ‘One Happy Island.’ This is particularly relevant as European visitors stay on the island for an average of about two weeks, compared to North American guests who stay for fewer days. Additionally, based on VISA credit card transactions in 2024, the Dutch market ranks among the top five markets where visitors spend above average, significantly contributing to Aruba’s economy.