This Caribbean Island Is Seeing a Tourism Surge Fueled by New Resorts, Extra Flights and the “Aruba Effect”

You feel a certain way when you come to this Caribbean island. When you get to Aruba, you feel different. You feel better. You feel more like you. They call it the “Aruba Effect,” and it’s fueling a sustained tourism surge.

Aruba reported 1,419,594 stayover visitors in 2023, a 12.6 percent increase over the previous year, according to Caribbean Tourism Organization data provided to Caribbean Journal.

The performance underscores Aruba’s continued strength as one of the Caribbean’s most sought-after destinations, buoyed by high repeat visitation and a steady return of airlift from key markets in the United States and Europe, including new service that just kicked off on Frontier Airlines. 

The growth was led by the United States, which remains the island’s largest source market. Aruba’s tourism sector has also benefited from targeted marketing campaigns, expanded flight connectivity, and continued investment in hotel infrastructure.

Aruba’s visitor numbers align with a recent Tripadvisor report that showed the Noord area of Aruba was the top trending destination in the region. 

The island just welcomed two new hotels: the new St. Regis Aruba and the Joia Aruba by Iberostar, both luxury beach resorts. 

Last year’s totals put the island well ahead of its pre-pandemic stayover arrival levels. Aruba first surpassed its 2019 visitor count in 2022.

It’s part of a broader growth surge for the Dutch Caribbean as a whole, with Bonaire, Curacao and Aruba all seeing double-digit tourism growth last year. 

The numbers come as Aruba continues to position itself as a high-end, high-repeat destination, with a focus on sustainable growth and visitor experience.

Thinking of visiting Aruba? Here are some of our favorite things to do: 

Aruba’s appeal extends beyond the sand: Visitors are drawn to the island’s vibrant blend of experiences, from ATV excursions through Arikok National Park to afternoons spent browsing the shops and galleries of downtown Oranjestad. In San Nicolas, travelers can take in the island’s cultural side through street art tours and local craft studios, while seafood lovers often head to Zeerovers in Savaneta for freshly caught fish and oceanfront dining in true local style.

So what about where to stay?

The St. Regis Aruba
On the sands of Palm Beach, The St. Regis Aruba begins with a walk past the reflecting pools into an open-air lobby that looks straight out to the sea. Mornings start with fresh espresso and ocean breeze on your terrace. In the afternoons, guests drift between the quiet pool decks and the beachfront, with butlers never far away. The hotel’s restaurants sit steps from the sand, while its signature sabering ritual marks the end of the day and the start of an evening along the coast.

Joia Aruba by Iberostar
Just inland from Eagle Beach, Joia is set up for uninterrupted days. Guests move between the rooftop infinity pool and the ground-level spa, with wellness sessions on shaded terraces and meals served in breezy, open-air spaces. The property is intentionally car-free; electric carts shuttle guests around a walkable layout of low-slung buildings, gardens, and meditation corners. The design encourages a slower pace, with natural textures and quiet lounging areas throughout.

Bucuti & Tara Beach Resort
Each morning at Bucuti & Tara starts with breakfast under the palms just above Eagle Beach. Couples walk the shoreline, order lunch from their loungers, and retreat to shaded cabanas or ocean-facing balconies in the afternoon. The check-in is quiet, there’s no background music, and guests won’t find pool games or loud bars—just a steady rhythm of sea, sand, and space. Dinners are often under the stars, often on the beach, often at the same time every night. We love this place the most for its everlasting commitment to sustainability.

Boardwalk Boutique Hotel Aruba
Boardwalk is tucked into a former coconut plantation, a short walk from Palm Beach. Guests check into pastel casitas surrounded by tropical gardens, each with its own hammock and outdoor shower. Most days begin at the main pool or the hotel’s dedicated beach area (there’s a shuttle to Palm Beach), followed by an afternoon cooking in the casita’s kitchen or dining nearby. The hotel layout feels like a small village, with winding paths, quiet corners, and a low-key, come-and-go rhythm that fits the island. Last time we stayed here we particularly fell in love with the poolside happy hour.

As for food, check out our recently-published guide to the 10 best restaurants in Aruba.