Global Travelers Prioritize Responsible Tourism in Aruba, Survey Reveals

Traveler Expectations Shift Towards Responsible Practices

A new global study commissioned by the Aruba Tourism Authority (ATA) has revealed a profound shift in traveler expectations, with an overwhelming 96% of respondents considering responsible tourism in Aruba to be essential. Released in September 2025, the 'Responsible Tourism Impact Report' surveyed over 7,000 international travelers across various markets, underscoring that responsible travel is no longer a niche interest but a fundamental expectation for modern tourists.

The findings indicate that travelers are increasingly seeking experiences that go beyond mere enjoyment, aiming to actively contribute positively to the destinations they visit. Ronella Croes, CEO of the Aruba Tourism Authority, stated, 'Responsible tourism is no longer optional — it's become the minimum standard travelers expect.'

Defining Responsible Tourism: What Travelers Value

The report delves into what responsible tourism means to today's travelers. A significant 80% believe that tourism should actively improve the lives of locals, not just minimize negative impacts. While 73% of travelers expressed a desire to learn how to make a positive impact, only 23% felt they had been adequately guided on how to do so, highlighting a critical gap between intention and action.

Key priorities influencing destination choices include:

• Access to natural beauty (66%)
• Support for locally owned businesses (65%)
• Opportunities for cultural immersion (59%)

The study also noted generational differences, with Baby Boomers leading in footprint reduction and Gen Z more inclined towards advocacy and social media promotion of responsible tourism.

Aruba's Strategic Shift Towards Regenerative Tourism

In response to these evolving demands, the Aruba Tourism Authority initiated a strategic shift in 2025 towards responsible tourism, with a long-term goal to transition to 'Regenerative Tourism' by 2035. This ambitious vision aims to create net-positive effects for Aruba's ecosystems and people by restoring biodiversity, uplifting communities, and strengthening cultural identity.

Ms. Croes emphasized Aruba's commitment, stating, 'Aruba is committed to moving from insight to action — from guest guidelines to on-island education — to ensure every trip supports our communities and protects what makes Aruba the One Happy Island.'

Concrete Initiatives for a Sustainable Future

Aruba has implemented several initiatives to foster responsible tourism and achieve its regenerative goals:

• The Aruba Promise: A pledge inviting travelers to embrace a slower pace, consider their footprint, and respect the island's people, culture, and natural environment.
• Guest Guidelines: Eight simple steps, including packing reef-safe sunscreen, using reusable water bottles, supporting local businesses, and conserving resources.
• Environmental Bans: Prohibition of single-use plastics (since 2019) and sunscreens containing oxybenzone (since 2019), which contributes to coral bleaching.
• Renewable Energy Focus: Continued efforts in renewable energy, including the Vader Piet Windmill Farm, and ATA's commitment to electrify its fleet by 2030.
• Upcycle Center: The opening of an Upcycle Center by Serlimar in 2019 to promote reduction, reuse, and recycling.
• 'The Aruba Effect' Campaign: The 2025 marketing strategy includes a refreshed campaign with the slogan 'FEEL IT, WANT IT, GET IT, PROTECT IT' to promote responsible tourism.

These efforts underscore Aruba's dedication to balancing economic prosperity with environmental preservation and community well-being, aiming to set a global example for responsible travel practices.