How a new BA flight put this Caribbean island 'in a different ball game'

As well as promoting various water sports such as kite surfing,  windsurfing, sailing and snorkelling, the tourism authority is keen to  highlight that Aruba is outside the hurricane belt and unblighted by the macroalgae called sargassum, which is affecting Mexico’s Caribbean- facing beaches.

Target markets include families, romance, wellness and LGBTQ+. Croes said: “Same-sex couples will feel welcomed and at home on the island. We welcome everybody – it’s inherent to our culture to be hospitable.” 

Although the long-term strategy is focused on growing the island’s  European business, Croes assured that Aruba was also going to be cautious in terms of expansion.

“The high-value, low-impact growth model is embedded in our strategy,”  she explained. “We always take into account the impact [of development]  on nature, as we have done with our new 54km mountain bike trail.”

Last year Aruba’s Queen Beatrix International Airport became the world’s first Green Globe-certified airport.

Plastic bags are prohibited, as is the use of foam boxes for food. Sunscreen containing oxybenzone, which can harm marine life, is banned from sale on the island.

“We ask visitors to make a voluntary pledge,” Croes added. “To obey the rules, help us protect nature and act responsibly.”