British Airways has started twice-weekly flights to Aruba from Gatwick.
The airline is deploying a three-class Boeing 777-200 aircraft on the year-round route on Thursdays and Sundays to the island’s capital of Oranjestad via Antigua.
Aruba Tourism Authority chief executive Ronella Croes said: “Aruba’s tourism industry has always been as resilient as our people, always adapting, and always striving to be better and stronger.
“As a small destination in the Caribbean, we are honoured and delighted to have the opportunity to welcome British Airways to our island.
“Our visitor numbers from the UK have been growing yearly, and we are certain that this partnership with British Airways will open so many new doors for ‘One Happy Island’ in the UK and in Europe.”
BA Americas senior vice president Julian Welham said: “As the longest serving carrier connecting the Caribbean to the UK, our links to the region are stronger than ever – and we’re proud to be the only airline to offer direct flights from Aruba to London.”