A.T.A. presents October results:
5% increase in affluent visitor arrivals from the U.S.
The monthly statistical report includes an explanation of the results related to the influx of affluent visitors from the United States. The report shows that Aruba continues to attract high-quality tourists, with a notable increase in visitors with high incomes — known in English as “affluent travelers.” Affluent visitors tend to spend more during their stay and rate their experience more positively. Aruba scores a 9.2 on the Guest Experience Index for this visitor segment.
According to data up to August of this year, the share of U.S. tourists with an annual income exceeding $150,000 grew by 5% compared to 2024, while those with incomes between $100,000 and $150,000 increased by 2%. This segment represents the majority of the U.S. market and indicates a growing preference for higher-quality experiences.
STATISTICS ACCORDING TO TOURISM INDUSTRY UPDATE:
5.7% growth in stay-over tourists in October 2025 vs. October 2024
During October 2025, Aruba received a total of 109,990 stay-over tourists, representing a 5.7% increase compared to October 2024. This is an absolute increase of 5,953 visitors. The most notable rise came from the North American market, with 80,224 visitors, followed by Latin America with 19,665 visitors, a 6.2% increase compared to 2024. From Europe, Aruba received 6,383 visitors, and 3,718 from other regions.
MARKETS AND MARKET SHARE
For October 2025, the market distribution is as follows:
North America: 72.9%
Latin America: 17.9%
Europe: 5.8%
Other regions: 3.4%
The strong growth from North America reflects a continued increase in demand for Aruba as a tropical destination. In Latin America, Argentina and Brazil continue to perform strongly and remain key drivers behind the growth in arrivals for the month of October. Europe has maintained a stable level without significant variation.
SHORT-TERM VACATION RENTALS (STVR)
A.T.A. continues to use the Lighthouse platform to monitor and analyze the STVR sector. Comparing October 2025 with October 2024, the average occupancy rate increased to 53%. The ADR (Average Daily Rate) for October 2025 is USD $288, while total YTD revenue up to October 2025 reached USD $23.4 million, compared to USD $17.5 million in October 2024.
Visit www.ata.aw each month for A.T.A.’s ‘Statistical Monthly Report’.
Press release: Aruba Tourism Authority (A.T.A.)
