The Aruba Tourism Authority has been flooded with enquiries since direct flights went on sale with First Choice in summer 2002. Starting next May, Air 2000 will operate weekly services alternating between Gatwick and Manchester, with a flight time of 11 hours.

Hayes & Jarvis is the latest big operator to feature Aruba, in its worldwide brochure launched in July 2002.

Three years ago Aruba was an unfamiliar destination in the UK market until the tourism authority took the decision to promote the island in the British market. Since then visitor numbers have soared by 40 per cent, with next year’s charter expected to provide a further boost.

Rafael Estrada, Area Director Europe, says: ‘Before we came into the UK market we had under 2,000 UK visitors a year. By the end of 2001 we had reached 5,000 and we are expecting to outstrip that in 2002.

‘This year we had a much bigger budget and we carried out advertising in consumer newspapers, tube card advertising and training sessions with tour operators. We also run press trips each year with national media.

‘Our efforts are really paying off; the number of enquiries we receive has tripled this year and whereas a handful of operators used to feature Aruba, it is now 18. This includes small tailor-made firms. We will participate in the CTO roadshows, and consumer holiday shows in Bournemouth, Manchester, Glasgow and London.

‘The charter flight with First Choice is obviously a major breakthrough for us. The interest from the public has been immense – unsurprisingly, as it’s a direct route to paradise!’