AHATA’s September report out last week sounded a bit alarmed: Hotel occupancy down 9.8% year-over-year, to 63%. Year-to-date (YTD) occupancy down 7.1% to 77%.

We grew accustomed to bigger numbers.

Crisis?

Not exactly, by looking at the data. The number of hotel rooms is up 11.4% this year—an average of 6,129 rooms YTD, and already 6,344 in September. At the same time, the average daily rate (ADR) per hotel room rose 11.5%. So yes, occupancy slipped, because capacity grew faster than demand. With higher room rates, hotels are likely generating more total revenue than last year despite lower occupancies.

ATA’s data backs that up. Aruba welcomed 1.13 million visitors YTD, up 4.8%. Cruise arrivals were gratefully flat (+0.2%). Where did those extra visitors stay?

22% in “regular” hotels

13% in all-inclusives

27% in timeshares

And a whopping 39% in “other” accommodations—Airbnbs, officially called Short Term Vacation Rentals, STVR, private apartments and homes.

That “other” category grew 10%—four times faster than hotels. From AHATA’s point of view, short-term vacation rentals are clearly eating their lunch. But from the visitor’s perspective, the shift makes sense.

Two points explain it:

Price similarity – almost: Hotels average $407 a night YTD. Aruba has really upped its STVR game the last few years; short-term vacation rentals average an ADR around $300 – surprisingly close to the hotel ADR. Yes, STVRs often house more guests, but they contribute to the economy in more ways, with more eating in local restaurants, renting cars, hiring private chefs, and shopping at supermarkets (not to mention that, unlike the big hotel chains, most of the moneys stay on the island).

Visitor values: A recent ATA survey shows 96% of travelers value responsible tourism, 59% want local and cultural engagement, and 56% prefer locally owned stays. Short-term vacation rentals deliver exactly that kind of authenticity.

Yes, the STVR boom has created a tremendous housing shortage and encourages tax leakage, but those are two separate issues, for a different blogs. The current hotel occupancy drop is not a collapse of tourism—it is a shift in where visitors choose to stay.

For the future what we must look out for:

Overbuilding: Government-approved hotel expansions, this year alone, three major properties –added hundreds of rooms faster than demand could absorb them. While the hotels are visible, the dozens and dozens of condominiums and apartment building projects, fly undetected under the radar. We do not know how many of them are in the pipeline.

Evolving preferences: A growing segment of travelers are chasing authenticity, not uniform luxury, and the short-term vacation rental market is fulfilling that need.

Bottom line: Aruba’s tourism engine is healthy. What’s faltering is the balance between traditional hotels and the new travel economy. Thus the sky is not falling, the drop in hotel occupancies is a result of overexpansion colliding with changing visitor tastes.

The question now is not how to stop the shift, but how to adapt to it for the benefit of all on the island. This will take political courage, management, and leadership intangible assets historically in short supply on our baranca stima.

 The island’s most popular golf tournament, unfolded on the award-winning Tierra Del Sol Golf Course, which recently reopened after an extensive makeover and total reconstruction. The annual tournament, organized here for the seventeenth time, is a fund raiser supporting community causes. It is offered by Arion Wine Company in conjunction with California’s Wente Vineyards, and a number of generous local sponsors.

For the 2025 edition, the tournament signed up 84 players, for a fun two-person scramble format. The funds collected were earmarked for Plan di Mayor, a foundation prioritizing child well-being, helping parents navigate the intricacies of separation or divorce. The foundation provides compassionate, child-focused guidance to co-parenting, in compliance with the law.

Arion Wine Company dedicated 100% of the proceeds to the foundation and proudly handed over a cheque to Plan di Mayor with a donation amount of AWG 20,000, raised entirely at the Wente Vineyard Charity Golf Tournament.

Plan di Mayor representative Michelemira Arends enjoyed the honor of collecting the cheque and was genuinely surprised and moved, as the amount had not been disclosed before. It was an emotional and meaningful moment for all involved.

This generous donation was made possible thanks to the support of amazing sponsors and the enthusiastic participation of all the players who signed up for the tournament. A special thank you goes out to Papiamento Restaurant, who contributed a significant portion of the total donation. Arion Wine Company did not deduct any costs related to organizing the tournament, every florin raised went directly to the cause.

A heartfelt thank you to the Arion Wine Company and H&H Fine Wine and Spirits teams, whose dedication and hard work made the event and donation possible.

A note of gratitude to the following sponsors for their contributions: Arion Wine Company, Wente Vineyards, Aruba Bank, Builders’ Windows and Doors, Plus Accountants, ASD, Royal Aruba Aloe, Aruba Airport, Sotheby’s Real Estate, Robertson Fire, Setar, Safecom, Complete Logistics, H&H Fine Wine and Spirits, Happy Insurance, Tropical Bottling Company, Papiamento Restaurant, Bright Bakery, ACC (Aruba climate control), ProNova, and IberoStar Hotels and Resorts. 

It’s the month to switch over to Botica di Servicio!

As every year, all patients have the opportunity to switch pharmacies twice a year—in April and October.

During the entire month of October, all patients can make the switch to Botica di Servicio, where every new member will receive a small gift and the chance to participate in various raffles, including a trip for two to Colombia, a 65-inch TV, 20,000 Fun Miles, and more!

For many years, Botica di Servicio has remained committed to its main goal: providing the Aruban community with exceptional service in the field of health care.

All Botica di Servicio members enjoy different benefits, including the convenience of picking up prescriptions at any of the four locations and receiving a 10% discount on every purchase, just to name a few.

Visit any of the four Botica di Servicio locations and let the team assist you in completing your pharmacy change before October 31st to receive a gift as a token of appreciation and to participate in the grand prize raffles.

You can also make the switch online at www.boticadiservicio.com by filling out the online form.

Make the switch before October 31st and enjoy everything Botica di Servicio has to offer!

CREACTIVO 2025 — OPENING REMARKS BY KEYNOTE SPEAKER EDJEAN SEMELEER

https://batibleki.wheninaruba.com/creactivo-2025-opening-remarks-by-keynote-speaker-edjean-semeleer/

In summary of CreActivo 2025, by GoCultura, some notes, also remarks of co-founder, Edjean Semeleer, who sums up the events that unfolded at the Renaissance Conference Center last week.

https://batibleki.wheninaruba.com/in-summary-of-creactivo-2025-by-gocultura-some-notes-from-the-co-founder/

Leerorkest, Student Orchestra, more than music

https://batibleki.wheninaruba.com/leerorkest-student-orchestra-more-than-music/

CDC is not the center for disease control

https://batibleki.wheninaruba.com/cdc-is-not-the-center-for-disease-control/

Food stories

https://batibleki.wheninaruba.com/food-stories/