AHATA and Tourism Expert call for fewer visitors, higher value for Aruba

ORANJESTAD – AHATA hosted an exclusive session titled “How to Fix Tourism,” focused on the need to recalibrate Aruba’s tourism model toward higher economic value with less pressure on the island and residents’ quality of life.

International tourism expert Doug Lansky presented recommendations based on experiences in other destinations. His central message was that Aruba can continue increasing tourism revenue without necessarily increasing the total number of visitors.

According to Lansky, a new strategy should focus on attracting visitors who contribute more to Aruba’s economy and overall well-being, while reducing the negative effects created when too many people are on the island at the same time.

Among the possible early measures he mentioned were limiting foreign ownership of short-term vacation rentals and placing a cap on the number of cruise passengers allowed to arrive on the same day.

Minister of Tourism, Transport and Labor Wendrick Cicilia presented his vision for an implementation plan to recalibrate Aruba’s tourism sector. His approach emphasizes stronger growth in value rather than volume, while making residents’ quality of life a central part of tourism policy.

AHATA members participated in a question-and-answer session with Lansky and Minister Cicilia. Member of Parliament Jennifer Arends-Reyes and ATA CMO Sanju Luidens-Daryanani were also present.

AHATA, which represents around 160 companies connected to the tourism sector, maintains that Aruba’s tourism future must balance long-term economic success with the socio-economic well-being of the community.