by Natasha Lair
Last updated: 11:35 AM ET, Tue September 23, 2025
Aruba’s newly released Responsible Tourism Impact Report shows that while travellers increasingly value Responsible Tourism, there is a gap between intentions and action.
The global study found that 96% of travellers consider Responsible Tourism necessary, and 80% believe tourism should actively improve the lives of local communities. Yet, only 23% of travellers feel they have been guided on how to make a positive impact, despite 73% expressing a desire to do so.
RELATED: Ethical Stays: Fairmont’s Fur-Free Policy Joins Growing Trend in Responsible Travel
“Responsible Tourism is no longer optional — it's become the minimum standard travelers expect,” said Ronella Croes, CEO of the Aruba Tourism Authority.
“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.”
The report, which surveyed 7,032 international travellers across Canada, the U.S., UK, Brazil, Colombia, Australia, and the Netherlands, highlighted the following:
- Travellers Are Ready, But Need Direction: While 97% are willing to take at least one action to support destinations and communities, the vast majority feel they have not been shown how.
- Climate and Conservation Drive Decisions: 74% of travellers recognize climate risks to island destinations, 89% want leaders to prioritize wildlife protection, and 87% want ecosystem preservation to be a focus.
- Generational Differences: Baby Boomers are leading the way in footprint reduction and prefer community-based stays, while Gen Z emphasizes volunteering, advocacy, and social media promotion of Responsible Tourism.
- Luxury Travel Redefined: 34% of high-end travellers now define luxury through environmental and cultural impact.
- Authenticity Matters: Travellers cite natural beauty, locally owned businesses, and cultural immersion as top factors in choosing destinations.
Aruba Tourism says it has taken steps to put these insights into practice. The report reflects a broader trend in which Responsible Tourism is becoming a baseline expectation, not a niche choice.
RELATED: G Adventures Celebrates 35 Years with New Video Series on Community Tourism
Initiatives include The Aruba Promise, a pledge encouraging travellers to adopt slower travel practices, reduce their environmental footprint, and support local communities; guest guidelines outlining simple actions such as using reef-safe sunscreen and supporting local businesses; and climate-focused actions, including electrifying its fleet by 2030 and expanding renewable energy use. Partnerships with the Aruba Conservation Foundation support biodiversity restoration and resilience projects.
Full report here.
Topics From This Article to Explore
