Travellers Want to be Responsible, They Just Don’t Know How: Aruba Study

A new global study commissioned by Aruba has found that 96% of travellers believe responsible tourism is important, and 80% say tourism is about more than minimizing impact — it should actively improve the lives of locals.

That’s the good news. Yet while 73% of travellers say they want to learn how to make a positive impact, only 23% feel they’ve been shown how — highlighting a clear gap between intention and action, and an opportunity for destinations, industry partners, and communities to step up and provide clearer guidance.

Aruba’s Responsible Tourism Impact Report looks at how travellers define ‘responsible tourism,’ the steps they’re willing to take to support local communities and protect destinations, and the guidance they need to make a positive impact. The study surveyed over 7,000 international travellers across markets including Canada, the U.S., the UK, Brazil, Colombia, Australia and Netherlands to understand generational differences and identify signals shaping the future of travel.

“Responsible tourism is no longer optional — it’s become the minimum standard travellers expect,” said Ronella Croes, CEO of the Aruba Tourism Authority. 

“This research shows that travellers 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 the baseline: Ninety-six percent of global travellers say responsible tourism matters and 80% believe tourism should actively uplift the people and places they visit. This shift signals that visiting responsibly is no longer a niche expectation, but the new standard.

Travellers are ready – the industry meeds to close the gap: While 97% of travellers are willing to engage in at least one action to help protect and support destinations and communities, and 73% of travellers want to learn how to make a positive impact, only 23% feel they’ve been shown how. This gap highlights a critical role for destinations and industry leaders to guide and empower travellers.

From climate to culture: what guides traveller decisions: Seventy-four percent of travellers recognize rising seas and extreme weather as threats to island destinations, with 89% wanting leaders to prioritize protecting wildlife and 87% wanting them to prioritize ecosystems. Travellers 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% willing to cut back on resource use such as water and energy, and 61% preferring community-based stays. Gen Z is driving advocacy and sharing, with 39% willing to volunteer or support local causes and another 39% ready to promote responsible tourism through policy advocacy or social media.

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

Authenticity drives choice: Natural beauty (66%), locally owned businesses (65%), and cultural immersion (59%) are the top factors driving destination selection. Travellers want authentic, community-rooted experiences.

Aruba’s Move Toward Responsible Tourism

The Aruba Tourism Authority initiated a strategic shift in 2025, moving toward responsible tourism to better balance prosperity with preservation. As part of that journey, A.T.A. has set a long-term goal to transition to ‘Regenerative Tourism’ by 2035 – creating net-positive effects for Aruba’s ecosystems and people by restoring biodiversity, uplifting communities, and strengthening cultural identity. 

This is a long-term journey, but key actions to date include:

The Aruba Promise: A pledge inviting travellers 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, A.T.A. 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: A.T.A. 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.