During 2025, Aruba recorded 1,028,071 Visa cardholders from 152 countries, generating a total of USD 696 million in spending. This shows a broad spending pattern, with both cardholders and transactions continuing to increase at a healthy pace.
In 2025, Restaurants & Dining remained the highest spending category, totaling USD 204.4 million. Hotels & Lodging followed with USD 166.9 million, and Retail with USD 153.6 million. Food & Grocery (USD 46.3 million) and Transportation (USD 31.2 million) also formed part of the main spending categories.
Additionally, different regions showed distinct behaviors: the United States and Canada spent more on dining and lodging, Europe allocated a larger share to accommodation, and Latin America spent in a more balanced way across retail, dining, and grocery.
Statistics According to the Latest Tourism Industry Update
Stayover, Length of Stay and Market Share
The tourism outlook for January 2026 shows a solid combination of arrivals, extended stays, and a broad market mix. Aruba welcomed a total of 136,578 stayover visitors, while the total number of nights reached 1,064,432, resulting in an Average Length of Stay (ALOS) of 7.8 nights — a figure that reflects a higher level of engagement and interaction with Aruba as a destination.
North America contributed 73.9% of visitors, followed by Latin America with 18.9%. Europe accounted for 4.7%, while other regions contributed 2.5% of visitors.
Momentum was strongest from Latin America. Argentina showed the strongest performance and surpassed Canada in total arrivals during the month. Visitors from Argentina also stayed longer than the overall average. This trend was reinforced by new airlift, as Aerolíneas Argentinas, which began flights to Aruba in January, showed strong initial performance.
Visitor profile data emphasizes Aruba’s appeal as a multi-generational destination: Generation X and Baby Boomers together represent 54.1% of all visitors, while continuous growth among Gen Z reflects multi-generational travel as well as a growing younger segment. Overall visitor satisfaction remained high, reinforcing the strong experience Aruba offers as a destination.
At the center of Aruba’s tourism strategy is a broader vision: a transition from traditional tourism to a regenerative visitor economy a model that gives back. The focus is on stabilizing visitor numbers while attracting the right visitors through a replacement strategy, prioritizing high-value visitors who stay longer, contribute more to the local economy, and share responsible travel values.
Visit www.ata.aw each month for A.T.A.’s Statistical Monthly Report.
