ATA Latin American Team Unveils Ambitious Plans and Growth Figures for Aruba

The A.T.A. Latin American team convened at the Courtyard by Marriott hotel in Aruba for a pivotal marketing meeting, unveiling the strategic blueprint for 2024 while showcasing the remarkable 2023 results to island business partners. The Latin American market demonstrated substantial growth, soaring by 53% compared to 2022 and an impressive 28% over 2019 figures, with a projected 27% growth by the close of 2023 against 2019 statistics. Noteworthy highlights from the presentation include the significant traction seen in outbound interest to Aruba: more than 41,000 hotel connections, over 12,000 flight bookings, and more than 13,000 package bookings, indicating a strong inclination among Latin Americans to explore Aruba. Public relations efforts also yielded exceptional results, boasting a 78% growth versus 2022 and an 81% increase compared to 2019. The trade sector showcased 56 COOPs with Tour Operators, numerous training sessions, and diverse market events. Particularly compelling were the newly opened air routes in 2023, such as Wingo’s Aruba-Cali route in July and the recent inauguration of LATAM Airlines’ Aruba-Lima route in December. Looking ahead to 2024, the focus centers on amplifying the ‘Aruba Effect’ across Latin America through innovative content, enhanced communication strategies, and technology integration in the tourism sphere. The plan also emphasizes sustained collaborative efforts with Aruba’s business partners across various markets.