Croes (ATA): Aruba can no longer measure tourism success by visitor numbers alone

ORANJESTAD – The Aruba Tourism Authority says the traditional model of measuring tourism success primarily through more visitors, more rooms and greater capacity is no longer sufficient. During a presentation to the press Monday morning, ATA CEO Ronella Croes said Aruba must move away from pursuing continuous volume growth and instead guide tourism development in a way that protects the island for future generations.

For years, tourism success was largely measured by volume: more air arrivals, more cruise passengers, additional rooms and expanding capacity.

Croes said those figures remain important, but they can no longer be the main measure of success.

ATA has been discussing the need to limit volume growth since the pandemic. The challenge is not simply to call for fewer tourists, but to manage growth while demand for Aruba remains exceptionally strong.

One of the central messages of the presentation was that Aruba may increasingly be “a victim of its own success.”

Additional accommodation capacity, short-term rentals and greater airline accessibility can continue to place pressure on the destination.

Croes said managing future visitor volumes will also require looking at how many people enter Aruba through its airport and seaport. ATA is discussing the issue with Aruba Airport Authority, Aruba Ports Authority and the Government.

The policy shift is significant. Growth itself is no longer being presented as the primary objective. The focus is increasingly on managing tourism development so Aruba’s infrastructure, natural environment and community can sustain the industry over the long term.