According to the Responsible Tourism Impact Report published in A.T.A.’s Monthly Report for September 2025, 96% of global travelers recognize the importance of responsible tourism. Eighty percent believe that tourism should improve the lives of local communities, while 73% express a desire to make a positive impact during their trips. However, only 23% feel they have received enough guidance from the industry to achieve this.
The report also shows that 74% of travelers are concerned about the effects of climate change on island destinations such as Aruba, and 66% consider access to nature a key factor in their destination selection.
The findings confirm that responsible and sustainable tourism is a global priority, and A.T.A. remains committed to continuing to integrate tourism with positive impact into its long-term strategy and vision.
STATISTICS ACCORDING TO THE LATEST TOURISM INDUSTRY UPDATE:
2.6% Increase in Stayover Visitors in September 2025 Compared to September 2024
During September 2025, Aruba received a total of 97,778 stayover visitors, representing a 2.6% growth compared to September 2024. This marks an absolute increase of 2,493 visitors. The most notable growth came from the Latin American market, particularly Argentina (up 239.6%) and Brazil (up 72.8%). From North America, Canada showed strong growth of 14.7%.
MARKETS AND MARKET SHARE
In September 2025:
- 69.9% of visitors came from North America
- 21.7% from Latin America
- 5.3% from Europe
- 3.1% from other regions
The outstanding growth from Latin America was mainly driven by Argentina and Brazil. While Europe showed a slight decline, Canada achieved a notable increase among North American arrivals.
SHORT-TERM VACATION RENTALS (STVR)
A.T.A. continues to use the Lighthouse platform to monitor and analyze the STVR sector. Comparing September 2025 to September 2024, the average occupancy level rose to 52%. The Average Daily Rate (ADR) for September 2025 was USD $280, while total YTD revenue up to September 2025 reached USD $239.4 million, compared to USD $189.5 million in September 2024.
| Short-term Vacation Rentals | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
| Occupancy | 29% | 44% | 37% | 43% | 47% | 52% |
| ADR (USD) | 165 | 195 | 200 | 245 | 235 | 280 |
| Revenue (USD) | 3,595,473 | 7,808,745 | 9,043,069 | 15,293,808 | 14,902,855 | 21,340,436 |
