Aruba Tourism Authority (A.T.A.) recently completed a work trip that included meetings with key partners as well as media representatives in Toronto, Canada. The visit was led by CEO Ronella Croes and the Director of the North American Market, Sjeidy Feliciano. The purpose of the trip was to reinforce Aruba’s presence in Canada and expand relationships with major travel publications.
Canada remains a vital market for Aruba. For several consecutive years, it has been the island’s second most important market, after the United States. Although Argentina may surpass it this year, Canada will still remain among the top three. The number of Canadian visitors has shown strong growth: up to October 2025, the number of visitors from Canada increased by 10.2% compared to the previous year, with more than 58,800 visitors and 512,282 overnight stays. Data also shows that Canadian visitors stay an average of 8.7 nights, which is higher than the overall average for Aruba. WestJet recorded a 45% increase in passengers brought to Aruba up to October 2025. This is related to the merger between Sunwing and WestJet, where WestJet — now offering year-round flights — captures travelers who would normally fly with Sunwing. Up to October this year, Air Canada also saw a 3% increase in passengers flown to Aruba.
In 2024, 43% of Canadian visitors were “repeaters,” which aligns with Aruba’s key markets. Canadian visitors also show a high level of satisfaction with their experience on the island. According to A.T.A.’s monthly “Guest Experience Index,” which has a maximum score of 10, Canada scores an impressive 9.7.
The Responsible Tourism Impact Report — based on a survey of more than 7,000 visitors — revealed that 96% of participants value responsible tourism, yet only 16% of Canadian respondents feel they generally know how to contribute to it when visiting any destination. For Aruba and A.T.A., this confirms the need to continue engaging and informing visitors about how to enjoy their vacation while being mindful of the island’s values, rules, and environment. The report highlights initiatives such as “The Aruba Promise” and other existing programs, reinforcing A.T.A.’s commitment to responsible tourism and emphasizing that the roughly 2 million annual visitors are also part of the collective effort to help protect the island.
A key factor in the current landscape is the decline in Canadian travel to the United States, due to measures taken by the U.S. President, including unfavorable tariffs for Canada. According to a Longwoods survey in October 2025 and analysis by the U.S. Travel Association, international visitors to the U.S. are projected to drop from 72.4 million in 2024 to 67.9 million in 2025, largely due to the reduction in Canadian travelers.
Press release: Aruba Tourism Authority (A.T.A.)
