Aruba’s largest multi-entertainment complex, Gloria, has announced that the Balashi Beer Experience, the island’s newest cultural attraction, is expected to open during the final quarter of this year.
The project was first announced in early 2025 and has now entered its final development phase, with installation work already underway at the location. A major milestone was recently reached with the installation of the attraction’s most recognizable feature, a giant beer tank.
The Balashi Beer Experience marks the next step in the expansion of the Gloria entertainment complex. The attraction is designed to meet the growing demand for indoor, air-conditioned attractions in Aruba. The 120-minute experience is expected to encourage visitors to spend more time at the complex, while creating stronger connections with existing businesses such as The Movies, Starbucks, PF Chang’s, and Olive Garden.
According to organizers, the attraction will help strengthen Gloria as a complete entertainment destination for both tourists and residents.
The experience will tell the story behind Balashi Beer and Aruba’s brewing history. Visitors will be guided by Balashi brewmaster Buchi, who will explain how Aruba, once referred to by the Spanish as “Isla Inútil” or “useless island,” became home to one of the Caribbean’s best-known beers.
“The origin story of Balashi reflects the culture of the ‘One Happy Island,’” said Victor Schade, Creative Director of Sandenburg Experiences. “It represents passion, hard work, creativity, and the importance of family. More than an attraction about beer, it is also an experience about Aruba and its people.”
Schade added that, unlike attractions such as the Guinness Storehouse or the Heineken Experience, the Balashi Beer Experience will be fully themed from start to finish.
The walk-through attraction will feature 12 different scenes inspired by Aruba, including cunucu homes, the Caribbean Sea, and Arikok National Park. Visitors will experience a combination of live-action audiovisual content, immersive projections, scenic decorations, special effects, interactive exhibits, and gameplay elements. Admission will include two complimentary Balashi beers.
The project is an initiative of MetaCorp, Aruba’s oldest company, which operates a diverse portfolio of businesses both on the island and abroad. To develop the attraction, MetaCorp partnered with Sandenburg Experiences and a group of international immersive entertainment specialists.
Markus Konings, CEO of Sandenburg Experiences, said the team worked with leading attraction developers to create a unique Caribbean brand experience. He added that they are looking forward to welcoming tourists, local residents, and entertainment industry professionals from Central and Latin America.
Recruitment for staff members has also begun as the project moves closer to opening. Organizers are seeking local employees to work as guides for the attraction, which is expected to attract both visitors and residents. Interested applicants can apply through Gloria Aruba’s social media pages.
“We already have a strong product with one of the Caribbean’s most popular beers,” said Eddie de Veer, CEO of MetaCorp. “Now we want local talent to help showcase it to the world through this walk-through experience. In the end, every Aruban will feel even more proud of our beer, which is becoming a tourist attraction of its own.”
