Ronella Croes, chief executive of the Aruba Tourism Authority, told TTG:  “We’ve been in the UK market since 1997, but this is a different ball game. It opens a lot of opportunities for Aruba in the UK, which is our second largest market in Europe, after the Netherlands.”

About 10-15% of Aruba’s overall European visit currently come from the  UK, and the tourism board is targeting 34% growth this year for the UK  versus 2019.

Since the British Airways flight was announced, the tourism authority has  gained new tour operator partners including Gold Medal, Caribtours, Major Travel, Travel Counsellors, Barrhead Travel and Destinology.

The flights depart Gatwick twice weekly, on Thursdays and Sundays. They  touch down in Antigua, for passengers to disembark, before continuing to Aruba, with luggage checked all the way through.

Croes added: “We’re investing more in awareness campaigns for the UK  market from May/June onwards. We’ll focus on our main subjects and our  niches. First and foremost, we are a beach destination. TripAdvisor just named Eagle Beach on Aruba the best in the Caribbean and second best in the world.”

As well as promoting various water sports such as kite surfing,  windsurfing, sailing and snorkelling, the tourism authority is keen to  highlight that Aruba is outside the hurricane belt and unblighted by the macroalgae called sargassum, which is affecting Mexico’s Caribbean- facing beaches.

Target markets include families, romance, wellness and LGBTQ+. Croes said: “Same-sex couples will feel welcomed and at home on the island. We welcome everybody – it’s inherent to our culture to be hospitable.” 

Although the long-term strategy is focused on growing the island’s  European business, Croes assured that Aruba was also going to be cautious in terms of expansion.

“The high-value, low-impact growth model is embedded in our strategy,”  she explained. “We always take into account the impact [of development]  on nature, as we have done with our new 54km mountain bike trail.”

Last year Aruba’s Queen Beatrix International Airport became the world’s first Green Globe-certified airport.

Plastic bags are prohibited, as is the use of foam boxes for food. Sunscreen containing oxybenzone, which can harm marine life, is banned from sale on the island.

“We ask visitors to make a voluntary pledge,” Croes added. “To obey the rules, help us protect nature and act responsibly.”