Aruba saw a significant increase in stay-over tourism in July 2025, with notable growth from Latin America and Canada. A total of 141,904 stay-over visitors arrived, representing a 15% increase compared to July 2024—an absolute rise of 18,467 tourists.
Latin America leads the growth
Latin American arrivals jumped 37% compared to the same month last year, driven primarily by strong performance from Argentina and Brazil. Increased air connectivity through carriers like Avianca, COPA, and LATAM Airlines, along with the introduction of GOL flights in December, helped fuel the growth. The Aruba Tourism Authority (A.T.A.) continues to focus its marketing efforts on these key markets, as well as Chile, while slightly reducing emphasis on Colombia.
For the first seven months of 2025, the Latin American market grew by 23.5% compared to the same period in 2024.
Canada and Europe show positive results
Canada, one of Aruba’s largest source markets, recorded a 39% increase in July compared to the same month in 2024, marking a 10% rise over last year. While some travelers have avoided international travel due to geopolitical concerns, Canadians who did visit contributed to the strong performance.
The Netherlands also showed stable growth, increasing by 12% in July. Overall, projections indicate Latin America could see 15% growth by the end of 2025 compared to 2024, Europe 9%, and North America a more modest 3%.
Market share and visitor distribution
In July 2025, 76.2% of visitors came from North America, 17% from Latin America, and 4.4% from Europe. Growth from Latin America was mainly driven by Argentina and Brazil, while Europe saw positive contributions from countries like the Netherlands and Belgium.
Short-term vacation rentals (STVR)
A.T.A. continues to monitor the short-term vacation rental sector using the Lighthouse platform. In July 2025, average occupancy remained around 61%, with an Average Daily Rate (ADR) of USD $310. Total revenue year-to-date through July reached USD $191.4 million.
Looking ahead
The latest data highlights strong momentum for Aruba’s tourism industry, particularly from Latin America and Canada. The A.T.A. continues to track trends closely, ensuring that marketing strategies and services align with evolving visitor demand.
For detailed statistics, visit www.ata.aw and the A.T.A. ‘Statistical Monthly Report’.
