Aruba TV launched in September 2019 as the first and only dedicated tourism television channel in the Caribbean. It is a joint venture between SETAR (Aruba’s national telecommunications company) and entrepreneur Leonardo Maduro. The channel plays a strategic role in providing destination and cultural information to millions of visitors, supporting an island economy that relies heavily on tourism.
In terms of accessibility, Aruba TV has a wide reach, ranging from traditional cable (Channel 49 on the SETAR system) to international streaming platforms like Roku TV, Cariflix, and various social media channels. This allows their content to be available in almost every hotel room and resort on the island, while also reaching global audiences looking to learn about Aruba before they travel.
The channel produces content in both English and Spanish, focusing on core topics such as guides to famous landmarks, cultural heritage, local cuisine, and live events. Notably, through a partnership with the Aruba Today newspaper, the channel also broadcasts daily news updates. This helps visitors stay informed about local affairs through a reliable source, going beyond standard promotional advertisements.