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A marketing milestone is being marked by the Dutch Caribbean of Aruba as it celebrates 35 years of promoting the destination in Europe.
The period has been a major success story for the island, opening up new markets to supplement its original core business from North and South America.
In the UK for example, where the island has been promoted for almost two decades, visitor numbers have grown from around 2,000 to five figures. Once seen only as a stopover destination for travellers en route to or from South America, the island now attracts direct charter flights in the summer from London-Gatwick, operated by tour operator giant Tui.
Aruba is now actively promoted in the UK, The Netherlands, Belgium, Germany, Scandinavia and Italy. A 35-year celebratory logo is being added to all marketing material for 2019, with its debut made on the Aruba stand at ITB in Berlin.
A celebratory event and other activities to mark the 35 years will be announced later.