In a recent response to the government’s tourism plan, Aruba Hotel and Tourism Association (AHATA) CEO Tisa LaSorte raised concerns about the plan’s continued focus on increasing visitor numbers without sufficiently addressing overtourism. While the tourism industry recognizes the importance of tourism revenue to Aruba’s economy, it is calling for a change in direction, with greater emphasis on quality rather than quantity.
The industry believes the revenue generated by tourism and commerce should be used more effectively to benefit the community. According to the sector, tourism generates significant income for Aruba, part of which reaches the government through taxes and can be invested in the well-being of the community.
“We fully agree that the revenue generated by tourism should be used more effectively to better benefit our community. That, she says, is the government’s responsibility. We, the industry, generate that revenue,” said LaSorte, whose organization represents Aruba’s hotel sector.
The industry says Aruba needs a new direction for tourism, one that focuses more on quality and less on quantity. It questions the growth model of recent years, in which tourist arrivals have increased much faster than investment and the financial contribution each visitor brings to Aruba.
According to the sector, future growth should be measured more in terms of value. This means focusing on attracting visitors who contribute more economically during their stay rather than simply increasing the total number of tourists.
Pressure on the island
One major concern is the impact of the growing number of tourists on Aruba. According to the industry, the island is reaching a point where tourism volumes are too high, placing increasing pressure on its infrastructure and environment.
This pressure can be felt on beaches, in natural areas, on roads, and in traffic. More tourists also mean greater demand for cars and other services, which can put additional strain on the island.
For this reason, the industry disagrees with the parts of the tourism plan that continue to aim for an increase in visitor numbers.
A visitor who brings greater value to Aruba
According to LaSorte, the solution is not necessarily to bring more tourists to Aruba, but to attract the right visitors.
The industry believes it would be preferable to have fewer visitors while attracting people who contribute more to Aruba. The ideal visitor would spend more during their stay while respecting the island’s natural environment and appreciating its local culture.
This shift means moving away from a model based primarily on visitor numbers toward one that places greater emphasis on quality, economic contribution, and sustainability. According to AHTATA, Aruba does not need more tourists, but rather visitors whose spending and behavior contribute to the island’s long-term well-being.
