Reviving tourism in the midst of the COVID-19 pandemic is no easy feat — but one year after reopening its doors to travelers, Aruba stands out as a success story in this area.
This past June, Aruba welcomed 75,727 stayover visitors from the U.S. — a 98% recovery compared to June 2019 — reaching pre-pandemic visitor numbers for the first time. Like many other popular pandemic-era travel destinations, Aruba offers plenty of attractive outdoor environments and activities, but also attributes its recent revival to a successful workcation program, hotel product enhancements and clear entry policies for visitors.
It has been a year since Aruba reopened its borders in the summer of last year, and we are thrilled to report that arrivals are now on track with pre-pandemic numbers.
Here, Ronella Croes, CEO of the Aruba Tourism Authority, discusses the island’s current tourism strategy and what travelers can expect on their next visit.
Aruba reached pre-pandemic visitor numbers in June — what has the island been doing to successfully attract high numbers of travelers over the last year?
It has been a year since Aruba reopened its borders in the summer of last year, and we are thrilled to report that arrivals are now on track with pre-pandemic numbers. It was our government’s swift reaction to the pandemic that helped put the destination on the right path. We implemented a host of different tactics very quickly, always leading with safety top of mind.
We have made sure that our entry protocols reflect market-dictated conditions, but also that we communicate them very clearly and make the process as seamless as possible for visitors. For instance, Aruba was the first government to adopt the CommonPass digital health app, enabling travelers on JetBlue flights to Aruba to document their COVID-19 test results.
Aruba was also among the first destinations to roll out an attractive longer-stay program for remote workers. There was a clear demand from visitors for longer-term stays, so we introduced the “One Happy Workation” program in the fall of 2020. The program enables remote workers to stay on the island for up to 90 days with no visa required. From its launch in September 2020 through May 2021, more than 10,000 visitors have participated in the program.
Ronella Croes, CEO of the Aruba Tourism Authority
Credit: 2021 Aruba Tourism AuthorityWe also welcomed the Radisson Blu Aruba hotel to Palm Beach last spring, which added 133 upscale guestrooms to our portfolio. Additionally, many on-island resorts and partners rolled out upgrades and over $20 million in renovations were done, keeping Aruba’s tourism offerings competitive and attractive to the modern traveler.
What is Aruba’s strategy for keeping visitors and locals safe while continuing to welcome travelers?
The Government of Aruba, together with the Department of Public Health, continuously monitors the pandemic situation to assess risk levels, and then implements travel protocols in response to the conditions. We continue revising protocols on a regular basis to reflect any market changes, and we make the information easily available on Aruba.com.
It was very important for Aruba to implement both a vaccination rollout for residents and health and safety protocols for visitors to keep everyone as safe as possible. The vaccination program for Aruba started in February 2021, and approximately 70% of Aruba’s total population has already been vaccinated.
What is currently required for Americans to visit Aruba?
We strive to make the process easy for travelers, so we have a straightforward protocol for arrivals. All visitors are asked to complete our online Embarkation/Disembarkation card (the ED card), to be permitted entry to Aruba. The ED card is all online and should only take about 10 minutes to complete. This is done prior to travel.
Then, all visitors (15 years and older) must take one molecular COVID-19 test between three days and four hours prior to travel to Aruba. CommonPass users can make use of the Pre-Approved Health Lane [at the airport].
We have also implemented mandatory Aruba Visitors Insurance to help protect visitors against incurred medical and non-medical expenses if they test positive for COVID-19 during their stay in Aruba.
All of this information is available on our website, Aruba.com. I would also recommend that travelers download the Aruba Health App for an easy way to keep up to date with regulations.
Aruba recently achieved pre-pandemic visitor numbers.
Credit: 2021 Aruba Tourism AuthorityWhat makes Aruba particularly attractive to travelers right now?
A more streamlined entry process with the introduction of CommonPass, having the option of longer-term stays with the One Happy Workation program and easy access from the East Coast of the U.S. are just a few things that are resonating with travelers to Aruba right now. And as always, Aruba’s year-round sunny skies outside the hurricane belt; an array of activities ranging from kitesurfing to spending a day with pink flamingos; and an overall friendly vibe attract our visitors time and again.
There is a host of new experiences for our visitors, too, such as the new rooftop infinity pool at Radisson Blu and the Hilton Aruba Caribbean Resort & Casino’s personal Sunset Concierge Experience (introduced in May), which offers guests a catered five-course meal directly on the beach.
Are there any noteworthy future plans that you can share with us?
We are happy to announce that the low fare carrier Frontier Airlines has added a new route to Aruba starting this November. Frontier will start operating a nonstop, once-a-week route from Miami International Airport (MIA) to Queen Beatrix International Airport (AUA) on Saturdays, with the inaugural flight scheduled for Nov. 20, 2021.
This new route to Aruba from Miami showcases our destination’s growing importance for the North American market. Queen Beatrix International Airport is one of the busiest airports in the region, and in light of this past year, increased airlift operations are crucial to Aruba’s continued tourism recovery and growth.
What’s the best way for travel advisors to stay up to date on Aruba?
Visit Aruba.com for updates on deals and offers in Aruba, as well as COVID-19 entry protocols. You can also follow our Instagram or Facebook page to receive ongoing updates.
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Aruba Tourism Authority
