Ronella Croes, the CEO of the Aruba Tourism Authority, said that in the pandemic, the island did not stand still. It made early opening to the U.S. market on July, 2020 as world’s one of the earliest countries to take such a step.
Besides, said Croes, the Caribbean destination during the crisis, took enough time to repeat its strategy – adjusting and improving its tactics in general and even altering its creative and media buy agency to adopt a fresh policy as well.
The outcome has been remarkable. In 2022, tourism receipts predicted at a 12% increase against 2019. Besides, during their vacations, visitors are now spending more. The projection, as far as the hotels are concerned, is that revenue per available room in 2022 will reach 93% of 2019 levels and get to 100% next year.
For Aruba, additional good news is that as different as other warm weather places, it does not have big swings in seasonality. Here, businesses do not close and, other than from some limited discounting, prices are quite steady year-round. The reasons revolve around long-time core appeals of Aruba, according to Croes: visitors feel safe here with first-rate beaches; the locals of the island and the level of service they offer; and the quality of the product – hotels, infrastructure, facilities, etc.
Tags: Aruba Tourism Authority
