Recently, the first Cruise Connect 2025 took place, bringing together all key stakeholders in the tourism industry to exchange information and ideas. The event was held in the ballroom of the Embassy Suites Hotel and was attended by port authorities, tourism authorities, the Ministry of Tourism, relevant government departments, and, of course, commercial partners ranging from large and medium-sized companies to small businesses. Together, they reviewed this year’s figures and anticipated the current high season.
Marc Figaroa, CEO of Aruba Ports Authority N.V. (APA), expressed pride in the event, the organization, the attendance, and especially in the way partners were able to exchange information, adjust strategies, and combine efforts to create a more resilient cruise industry. He explained that Cruise Connect was organized jointly by APA and the Aruba Tourism Authority. During the event, all partners and stakeholders in the cruise industry met and listened to one another. The intention is to organize Cruise Connect annually.
For APA, it is important to provide information to tour operators, taxi services, transport companies, and small businesses that depend directly or indirectly on cruise tourism regarding upcoming developments. APA receives extensive information from cruise lines during meetings and also shares feedback from the destination with partners to continue collaborating and ensure Aruba remains one of the top and preferred destinations in the Caribbean.
Like this year, next year also shows promise for cruise tourism. Current reservations indicate they will surpass 2025 levels. The high season is fully booked, but there is room to focus on the low season. Comparing the low season of 2025 to 2024, growth is evident, but challenges remain because it depends on the cruise lines allocating ships to other regions such as Alaska, the Baltic, and the Mediterranean. This makes it difficult to attract cruise ships to Aruba during those months as demand is lower.
ATA as a Strategic Partner of APA
Patrick Melchior, Destination Services Manager at ATA, emphasized that Cruise Connect is an important platform for providing cruise-focused information. Aruba Tourism Authority and Aruba Ports Authority N.V. jointly hold conferences and meetings with cruise lines, making Cruise Connect crucial. Demand for Aruba remains high, and through good collaboration, goals can be reached and desired results achieved.
Businesses Rely on Cruise Tourism
Jonathan Harms, representative of Pepe Margo Distillery, highlighted that it was an opportunity to gain insights into the cruise industry in Aruba. During the conference, he learned what tourists seek, noting that visitors value experiences and authenticity. For Pepe Margo Distillery, the information received was positive and confirmed that their activities have market potential. Tourism growth provides revenue opportunities but must be managed sustainably. Harms hopes that the growth benefits everyone.
Valuable Information for Operational Adaptation
Gino Winklaar, member of the Management Team of the Department of Public Transport (DTP), also attended Cruise Connect. DTP monitors tourism capacity and APA projections for cruise tourism. DTP oversees permits for public transportation such as taxis and buses. APA focuses on luxury tourism, so DTP assesses whether additional luxury transport may be required. DTP also evaluates the need for more rental cars and whether taxi capacity is sufficient.
Police for Safety
Juan Tromp, Head of Tourism-Oriented Police, explained that the police work closely with APA and ATA to ensure the safety of tourists disembarking from cruise ships. Safety is a priority, and in the future, each district will have its own TOP team to guarantee tourist security. Police roles cover both land (tourist and port safety) and water (safety for cruise ships).
About Aruba Ports Authority
Aruba Ports Authority N.V. was founded in 1981. The company is 100% government-owned and has 80 employees in direct service. It manages Aruba’s two ports: the cruise terminal in Oranjestad and the cargo port in Barcadera, where it has an operational agreement with ASTEC. In 2024, APA handled 347 cruise ships in Oranjestad and 905 cargo ships in Barcadera (excluding small boats and launch services), similar to pre-pandemic levels. The company is stable and led by Marc Figaroa.
