The monthly statistics report highlights the results of the segmentation strategy outlined in the Aruba Tourism Authority (A.T.A.) 2026 Corporate Plan, with an emphasis on attracting high-value visitors. The data shows that Aruba continues to attract high-quality tourists, with a notable increase in visitors with high income levels. These visitors tend to spend more during their stay.
Analysis of household income (HHI) confirms that the strategy is yielding results. According to 2025 data, the share of visitors from the United States with an annual income above USD 150,000 increased by 6.2%, while those earning over USD 250,000 grew by 6.1% compared to the previous year. Growth in both groups highlights a growing preference for premium experiences and confirms that Aruba is attracting visitors with higher spending capacity in a sustainable way.
Additionally, in February, Aruba achieved a Guest Experience Index score of 9.1, reflecting high visitor satisfaction. However, the results emphasize the importance of continuous investment in Aruba’s products and experiences.
Tourism Industry Statistics Update
Stayover Visitors, Length of Stay, and Market Share
In February 2026, Aruba welcomed 133,992 stayover visitors, with a total of 963,552 nights stayed, resulting in an average length of stay (ALOS) of 7.2 nights, reflecting a consistent mix of visit duration and travel type.
Market distribution for February shows that North America remained the largest source market, accounting for 77.9% of visitors, followed by Latin America at 15.4%, Europe at 4.6%, and other regions at 2.1%.
Visitor profiling indicates that Aruba continues to attract a multigenerational audience. Baby Boomers and Generation X comprised the largest share of visitors in February, while Millennials and Generation Z also represented an important segment. This combination reflects Aruba’s broad appeal across different traveler generations.
In terms of air connectivity, arrivals in February were supported by a wide variety of airlines and routes from different markets. The United States and Canada remained the main contributors within North America, while Argentina maintained a relevant role in Latin America. For Europe, the Netherlands continued to be the primary market, followed by other European countries.
For more detailed data, visit www.ata.aw to access the A.T.A. Statistical Monthly Report
