AGTC 2026 HIGHLIGHTED THE SHARED VISION FOR A FUTURE OF TOURISM WITH MORE VALUE AND RESPONSIBILITY
During the official opening of the Aruba Global Travel Conference (AGTC) 2026, held on September 15, tourism industry leaders shared their vision for the future of tourism in Aruba. Among the speakers were the Minister of Tourism, Mr. Wendrick Cicilia; Ronella Croes, CEO of the Aruba Tourism Authority (A.T.A.); and Sanju Luidens, CMO of A.T.A., who shared the priorities and strategies that will guide Aruba in the coming years.
A central message that resonated during the opening was that success in tourism cannot be measured solely by the number of visitors, but also by the value it creates for Aruba and its community. During her presentation, Ronella Croes emphasized the importance of maintaining a strong and resilient tourism industry, while Aruba continues to protect its natural resources, culture, and quality of life. Aruba continues to focus on a responsible tourism model that puts sustainability and community well-being at the heart of its development as a destination.
Looking to the future, Ronella Croes stressed the importance of strengthening the resilience of Aruba’s tourism industry through market diversification and attracting guests who align with the vision of responsible tourism. The focus is not on increasing the number of visitors, but on stabilizing it, and on attracting the right guest, including segments such as destination weddings, multigenerational travelers, and eco-conscious guests. This direction contributes to a visitor economy that creates more value for Aruba and supports the long-term health of the destination. It must be recognized that demand for Aruba remains extremely strong and should not be taken for granted; it must be nurtured while working on management policies to stabilize the flow of visitors entering through both ports: air and sea.
Complementing this vision, Sanju Luidens presented how marketing plays an important role in the future of our destination. The current strategy goes beyond promoting Aruba as a tourist destination and focuses on building a stronger relationship between Aruba and its guests. Under the platform “When You Love Aruba, It Loves You Back,” A.T.A. communicates a consistent message across all markets, inviting guests to know, appreciate, and protect the island while enjoying everything Aruba has to offer.
The concept of ‘Reciprocal Tourism’ shared during the conference recognizes that tourism is a mutually beneficial relationship between the destination and its guests. Through more conscious communication and meaningful experiences, A.T.A. seeks to strengthen the connection between Aruba and its guests, while fostering responsible and respectful behavior toward our island, our culture, and our community.
The message shared during AGTC 2026 reflects a common vision: ensuring that tourism continues to generate economic opportunity while preserving what makes Aruba unique. Through collaboration with international partners, the local industry, and the community, Aruba continues to work on a tourism model that creates benefits for both residents and guests.
A.T.A. thanks all airlines, operators, travel agents, and other commercial partners participating in AGTC 2026 who continue to contribute to Aruba’s strong positioning as a leading destination in the Caribbean. The exchange of knowledge and collaboration during AGTC reinforces the shared commitment to a future of tourism focused on quality, responsibility, and long-term value creation. Here, our international partners are key in helping transmit our message.
You can visit www.ata.aw for a copy of the speech by Ronella Croes, CEO of A.T.A.
