British tour operators have been invited on Aruba’s annual Aruba meets Europe educational for the first time this year, as part of the new tourist board’s promotional campaign for the island.
The Saltmarsh Partnership, which set up Aruba’s first UK representation in June last year, tested the waters with an Aruba meets the UK educational last September, designed to raise the island’s profile and increase UK arrivals.
As a result of the trip, two tour operators, Interchange and Hayes and Jarvis, brought out their first programmes featuring Aruba.
Aruba’s UK representative Jeff Saltmarsh said: “We were delighted with the response to Aruba meets the UK and felt it was now time to include British tour operators in our annual Aruba meets Europe educational which takes place from April 3-6 this year.”
He added: “We hope that from this one or two more operators might feature the island in future programmes. Several, including JMC Holidays, have shown an interest.”
Although it’s early days, both Interchange and Hayes and Jarvis are pleased with the response so far to Aruba.
Hayes and Jarvis Caribbean product manager Paul Shields said: “We have just put our toe in the water with a small programme of five properties and so far bookings are slow, but this is a long-term exercise and we are happy with the initial take-up. Aruba is appealing to two kinds of client, those that have visited several other Caribbean islands before and want something different, and secondly, to watersports enthusiasts as it’s a fantastic place for diving and windsurfing.”
Interchange managing director Gordon Burnett sees great promise for Aruba: “Nothing is going to happen overnight but the interest is huge. It’s a wonderful destination with great accommodation and beaches, as well as being super safe. It complements our other two destinations, Cuba and Haiti, perfectly,” he said.
Approximately 4,000 Britons visit Aruba annually but minister of tourism Lily Beke Martinez expects to see this number double over the next few years as a result of increased operator activity.
“We have great ambitions. We have put together a whole programme of fam trips and promotions for this year, as well as earmarking nearly £200,000 for advertising this year. Next year’s budget will be larger,” said Beke Martinez.
Meanwhile sister Dutch island Curacao has its own agenda aimed at placing it firmly on the UK tourism map. The island is concentrating on promoting its reputation as a diving destination with more than 60 dive sites to challenge every level of expertise.
The island’s UK tourist office will this year attend all the major dive shows around the UK, while a programme of fam trips is also planned.
The opening of Curacao’s first Marriott hotel is also expected to give it a boost. The US hotel group has taken over management of the former 248-room Sonesta hotel.
In autumn last year, Sheraton increased its presence on the island when it took over the Curacao Casino Resort.
Marketing manager of the Curacao Tourism Development Bureau Brenda Benjamin said: “International chains like the Marriott and Sheraton groups are a welcome asset to Curacao’s hotel product and they also bring along with them an extensive marketing network. Their coming aboard is expected to help boost UK arrivals to Curacao.”
At present only a handful of British tour operators feature Curacao, including Harlequin Worldwide which rates the island’s diving and beaches.
Benjamin hopes, however, that by raising Curacao’s profile as a diving island and a new Caribbean destination it will slowly earn coverage in more programmes.
curacao
Climate: like Aruba, Curacao is in the southern Caribbean, roughly 35 miles off the Venezuelan coast and outside of the hurricane belt. It has year-round sunshine, only 22 inches of rain per year and an average yearly temperature of 28C.
Medical facilities: Curacao is an affluent island with European and US-trained doctors available and a modern hospital.
Diving: like its sister islands Bonaire and Aruba, Curacao boasts good reef diving for both experts and amateurs.
Culture:Willemstad is Curacao’s capital and its greatest historical attraction. In 1998 the picturesque city earned itself a place on the United Nations Educational Scientific and Cultural Organisation’s World Heritage List.
Language: although both Aruba and Curacao’s first language is Dutch, English is spoken by everyone.