Oranjestad - According to parliamentarian Jennifer Arends-Reyes, who has always had a strong affinity for Aruba's economic pillar, tourism, the island is at a crucial turning point. Despite significant investment and growth in the sector, now is the time to strike an urgent balance between economic stability and maintaining Aruba's unique identity and livability.
Aruba has experienced large-scale tourism developments in recent years, with the goal of attracting more visitors and strengthening the economy. Now is the time not only to secure employment, but also to invest in infrastructure, destination maintenance and renewal projects such as Port City and the development of San Nicolas.
Collaboration with stakeholders such as the Aruba Tourism Authority (ATA), the Aruba Hotel & Tourism Association (AHATA) and the Aruba Airport Authority (AAA) is crucial to positioning Aruba as a destination that creates awareness around conservation, culture and community engagement. "Our local people have stories to tell, talents to share, and by embracing these we can also stimulate the creative economy," Arends-Reyes said.
She also stresses the importance of responsible tourism, where visitors not only contribute to the economy, but also show respect for nature and community. "Tourism is about hospitality and warmth, and we must make our visitors feel that they are not only welcome, but can also have a positive impact during their stay on our island," she states.
Investing in People: The Future of Tourism
One of the key pillars for sustainable tourism is investing in human capital. Arends-Reyes calls on hotel owners and managers to invest more in their employees, their health, family and education. "Corporate social responsibility must play a bigger role. The quality of life and treatment of our local community must go hand in hand with the experience of our tourists," she stresses.
For 2025, AHATA aims to maintain an occupancy rate of 81% and maintain the current Revenue Per Available Room (REVPAR) of $297.51 or higher, which would help offset operating costs. At the same time, strategies should be developed to address challenges such as capacity constraints and geopolitical risks in the region.
Arends-Reyes emphasizes that success in tourism is measured not only by growth and occupancy rates, but also by the positive changes felt by the local community. "If we create a shared responsibility that benefits both tourists and locals, we will build a sustainable and prosperous future for Aruba."
