Aruba once again participated in ANATO, one of the most important tourism showcases in Latin America, held from February 25 to 27 at Corferias, Bogotá. In this edition, Aruba presented a proposal focused on consolidating the Colombian and Latin American markets, strengthening air connectivity, and evolving toward higher-value and more conscious tourism.
With a delegation of 29 representatives from the private sector, including hotels, DMCs, tour operators, and specialized service providers, Aruba reaffirmed its strong commitment to the Latin American market. ANATO serves as an essential platform to expand and strengthen partnerships and to showcase all that Aruba offers as a destination. This year’s theme was “Colombia abierta al mundo” (“Colombia open to the world”), with over 1,600 exhibitors and around 10,000 participants per day.
The Aruba Tourism Authority (A.T.A.) team maintained an intensive agenda during ANATO in Colombia, including interviews with various media, strategic meetings with airlines such as Avianca, Wingo, Copa, and Gol, and meetings with key tourism trade partners. They also inaugurated Aruba’s booth at the Vitrina Turística alongside the Kingdom of the Netherlands Ambassador, Mrs. Reina Buijs, and Holland House.
Strong impact from the Latin American market
Aruba welcomed 1,515,102 international visitors in 2025, a 6.6% increase compared to 2024. The Latin American region contributed 231,939 visitors, a remarkable 27% growth, increasing regional participation to 15%. This confirms the essential role of the region for Aruba.
The strategy focuses on stabilizing the Colombian market and diversifying within Colombia. Visitor profiles from Brazil, Chile, and Argentina are significant, and the “high-value markets” strategy aims to grow these markets. More LATAM Airlines flights will be available from April, increasing from 5 to 7 weekly flights.
In addition, non-stop flights from Argentina were introduced in January 2026, and expansions of COPA and increased frequencies of Avianca are also planned. A.T.A. particularly thanks airport partners who worked closely to achieve these results. Everything aligns with the strategy, which is bearing fruit.
Growth in these strategic priority markets is expected to contribute a total of 8% growth, while Colombia, Ecuador, and Peru will maintain a more stable pace.
A year of cultural unity and regional presence
Aruba’s international outreach continues. 2026 is full of cultural celebration and symbolism: 50 years of Aruba’s National Anthem and Flag, 40 years of Status Aparte, and 200 years of commercial relations between the Kingdom of the Netherlands and Colombia.
A.T.A. will organize activities throughout Latin America, including the March 18 celebrations with the media to honor Aruba’s national symbols. Aruba will also participate in Copa Colsanitas and introduce a new gastronomic event to showcase the island’s culinary culture — one of the experiences most appreciated by Latin American travelers.
The results and projections for 2026 reinforce that Latin America remains an essential market for Aruba. Diversification is a central pillar of A.T.A.’s strategy, with a more conscious focus on sustainable tourism development. In constant collaboration with various regional partners, A.T.A. is committed to continuing a model of responsible, high-value tourism aligned with the changing demands of today’s travelers.
