Sustainable Travel: Aruba has Released Its Responsible Tourism Impact Report

Now, more than ever, sustainable travel must be the trend for travelers around the globe. A study run by Aruba has revealed that travelers across generations are ready to act. However, they want destinations, industry partners, and communities to show them how.

Aruba releases Responsible Tourism Impact Report for 2025

Recently, the Caribbean island of Aruba released its Responsible Tourism Impact Report. This new, global study has revealed that 96 percent of travelers believe Responsible Tourism is important, while 80 percent say tourism is about more than minimizing impact – it should actively improve the lives of locals.

However, while 73 percent of travelers want to learn how to make a positive impact, only 23 percent feel they have been shown how to do so. This highlights a clear gap between intention and action, and the opportunity for destinations, industry partners, and local communities to step up and provide clearer guidance.

Travelers want to support local communities and protect destinations

According to Aruba’s Responsible Tourism Impact Report, travelers define Responsible Tourism, the steps they are willing to take to support local communities and to protect destinations. They also reveal the guidance they need to make a positive impact. This global study surveyed thousands of international travelers across seven markets to understand generational differences and identify signals to shape the future of travel.

Ronella Croes, CEO of the Aruba Tourism Authority, said:

Responsible Tourism is no longer optional — it's become the minimum standard travelers expect. This research shows that travelers are ready, but they need clearer ways to act on their values. Now is the moment for leadership. 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.

Key Findings from Aruba's Responsible Tourism Impact Report

Responsible Tourism is Now the Baseline

96 percent of global travelers say Responsible Tourism matters and 80 percent believe tourism should actively uplift the people and places they visit. This shift signals Responsible Tourism is no longer a niche expectation, but the new standard.

Travelers Are Ready – the Industry Needs to Close the Gap

While 97 percent of travelers are willing to engage in at least one action to help protect and support destinations and communities, and 73 percent of travelers want to learn how to make a positive impact, only 23 percent feel they've been shown how. This gap highlights a critical role for destinations and industry leaders to guide and empower travelers.

From Climate to Culture: What Guides Traveler Decisions

Seventy-four percent of travelers recognize rising seas and extreme weather as threats to island destinations, with 89 percent wanting leaders to prioritize protecting wildlife and 87 percent wanting them to prioritize ecosystems. Travelers increasingly view protecting islands like Aruba as a global responsibility, not just a local challenge.

Generations United by Purpose, Divided by Approach

Boomers are leading on footprint reduction, with 74 percent willing to cut back on resource use, such as water and energy, and 61 percent preferring community-based stays. Gen Z is driving advocacy and sharing, with 39 percent willing to volunteer or support local causes and another 39 percent ready to promote Responsible Tourism through policy advocacy or social media.

Luxury is Being Redefined

Thirty-four percent of high-end travelers now define luxury through impact, expecting premium amenities alongside environmental certifications and unique cultural experiences.

Authenticity Drives Choice

Natural beauty (66 percent), locally owned businesses (65 percent), and cultural immersion (59 percent) are the top factors driving destination selection. Travelers want authentic, community-rooted experiences.

Aruba Tourism Authority in Action

In 2024, the Aruba Tourism Authority (ATA) initiated a strategic shift toward Responsible Tourism to better balance the prosperity of the island with preservation. In order to do so, ATA set a long-term goal to transition to Regenerative Tourism by 2035.

To do so, Aruba is creating net-positive effects for the island’s ecosystems and people by restoring biodiversity, uplifting communities, and strengthening cultural identity. Clearly, this is a long-term journey; however, key actions to date are listed as follows:

- The Aruba Promise: A pledge inviting travelers to see themselves not just as visitors, but as guests of Aruba — embracing a slower pace, considering their footprint, and showing gratitude for the island's people, culture, and natural beauty. By committing to the Promise, guests help protect biodiversity and ensure Aruba remains the One Happy Island for generations to come.

- Guest Guidelines: To help guests uphold the Aruba Promise, ATA created eight simple steps — from packing reef-safe sunscreen and reusable water bottles, to supporting local businesses, conserving resources, and respecting wildlife.

- Initial Steps on Climate Action: ATA has committed to electrifying its fleet by 2030, is exploring renewable energy for its operations, and continues to expand guest education.

- Collective Efforts On-Island: Through its partnership with the Aruba Conservation Foundation, A.T.A. supports restoration projects and nature-based solutions to protect biodiversity and strengthen the island's resilience.

Aruba – the One Happy Island

Aruba is one of the most revisited Caribbean destinations and offers travelers world-class beaches, a diverse culinary scene, award-winning hotels and villas, and top-rated rejuvenating wellness experiences.

Better known as the One Happy Island, Aruba’s consistently sunny weather and welcoming hospitality only form part of what makes this Caribbean island so special. After visiting Aruba, travelers leave with an overwhelming sense of happiness, sending them off with a glow that never fades, and locals call this the Aruba Effect. To learn more, visit Aruba.com and keep up on social media @arubatourism on Instagram, Facebook and X.