88 CARIBBEAN: INTERVIEW Beyond the beach With cruise passenger numbers to Aruba on the rise, Monica Bos speaks with Laura Hyde about why Aruba Tourism Authority is prioritising cultural connection, local economic benefit and regenerative tourism Aruba is experiencing steady growth in its cruise tourism, with passenger numbers increasing by seven per cent to 551,168 during the first half of 2026, compared with 514,850 during the same period in 2025. Aruba Tourism Authority has curated an array of cultural and heritage shore experiences to differentiate the island from its Caribbean neighbours. “We want cruise passengers to experience more than beautiful beaches,” says Monica Bos, cruise manager at Aruba Tourism Authority. “We want visitors to connect with our culture, our people and our island, while understanding why protecting Aruba matters. We are known as ‘One Happy Island’ for a reason – our people and the warm welcome visitors receive are an important part of the Aruba experience; it is perhaps what visitors remember most.” The tourism authority’s relationships with visiting cruise lines are an important part of the destination’s approach to cruise tourism. Aruba Tourism Authority uses visitor feedback and spending data to assess what creates value for passengers and the destination. It also works with cruise partners to “understand changing passenger expectations, onboard trends and what guests are looking for when they arrive,” Bos says. “Aruba’s appeal is built on a combination of strong connectivity, excellent tourism infrastructure, safety, beautiful natural surroundings and, above all, our genuine hospitality. We work with our partners to develop experiences that encourage visitors to explore more of Aruba, connect with our culture and communities and spend locally, all of which shape the future of cruise tourism rather than simply increasing the volume of people visiting.” Bos believes future success should not be measured solely by rising passenger numbers. “Our focus is increasingly on quality over quantity: creating meaningful experiences, increasing the value visitors bring to the local economy and ensuring cruise tourism benefits both visitors and our community,” she says. “Looking ahead, our focus is on increasing the value and positive impact of cruise tourism, which means developing high-quality, locally connected experiences, encouraging greater visitor spend within the local economy, improving the distribution of visitors across the destination, and continuing to invest in responsible tourism. Our long-term ambition is to move from responsible to regenerative tourism, where tourism contributes positively to the preservation and enhancement of Aruba for future generations.” Photo: Aruba Tourism Authority Photo: Aruba Tourism Authority Aruba Tourism Authority’s shore experiences, including visits to the Quadiriki Caves, have been designed to differentiate the island from its Caribbean neighbours
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