Diversification remains essential: KLM & TUI bringing more visitors
As part of its strategic meetings in Europe, the Aruba Tourism Authority (A.T.A.) management delegation held important discussions with key industry partners, including aviation stakeholders in the Netherlands.
The meetings aimed to strengthen collaboration and explore opportunities to attract more visitors from Europe. The tourism growth strategy for 2026 remains moderate (+2%), but within this framework, Aruba aims for a 6% increase from the European market.
The delegation included Ronella Croes, CEO of A.T.A., Sanju Luidens, CMO of A.T.A., Tirso Tromp, Area Director Europe, and Carl Quant, Sales & Marketing Manager Europe. They met with KLM to discuss the vital role of the European market in Aruba’s diversification strategy.
KLM confirmed that for the upcoming winter season, it will add two additional flights to Aruba, starting from late November through the end of March 2026. Currently, Aruba maintains a positive performance on shared routes with Bonaire, with an average seat occupancy of 59%. KLM also announced that it will maintain daily flights to Aruba and Bonaire starting April 2026 and plans to introduce the Boeing 787 Dreamliner on the Amsterdam–Aruba route in 2027.
A.T.A. also held a meeting with TUI, Aruba’s most important partner for selling travel and accommodation packages in the Netherlands and Belgium.
TUI operates two weekly flights to Aruba in combination with Curaçao and reported significant growth for the winter months. Aruba achieved seat occupancy rates between 60% and 70%, reflecting very positive results.
This year marks 20 years of direct connectivity between TUI and Aruba, celebrated through special initiatives such as an “Aruba Day” at a major TUI travel agency in Utrecht, as well as dedicated Aruba content in TUI’s in-flight magazine.
TUI’s commitment extends beyond flights and packages. The company runs a travel agency in Aruba and supports sustainability initiatives, including those of the Aruba Conservation Foundation and ScubbleBubbles.
A.T.A. commended TUI’s ongoing support and excellent partnership. Both organizations will continue their joint marketing campaign for 2026 and will explore opportunities to add new events targeting emerging segments in the Dutch market.
These meetings have further strengthened the trust and collaboration between A.T.A. and its European partners, continuing the realization of Aruba’s tourism diversification strategy.
Press release: Aruba Tourism Authority (A.T.A.)
