A new global study conducted by the Aruba Tourism Authority reveals that 96% of all travelers believe that responsible tourism is essential. This is a significant shift toward sustainable travel that will benefit communities and better preserve destinations.
The Responsible Tourism Impact Report, conducted with the Zeno Group, surveyed more than 7,000 travelers across seven countries, including the U.S., the U.K. and Canada. The results show that while most travelers want to do good, many are uncertain how to make this tangible difference. Only 23% of travelers feel like they have been shown how to positively impact the places they visit, while 73% say they are willing to learn how to do so.
“Responsible tourism is no longer optional — it’s become the minimum standard travelers expect,” said Ronella Croes, the 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.”
Travelers have a strong demand for authentic community connection, with 65% seeking locally owned businesses and 59% wanting an immersive cultural experience.
About two-thirds of respondents (66%) prioritize travel to destinations with natural beauty, though many also have a heightened sense of environmental awareness shaping their travel decisions. Travelers believe it is their global responsibility to assist in preventing further damage to islands; 89% of respondents want leaders to prioritize protecting wildlife and ecosystems; and 74% recognize there are climate threats to island destinations.
The report also called attention to generational trends. Baby boomers are leading the way in reducing their environmental footprint, with 74% responding that they are willing to conserve water and energy. Gen Z is driving advocacy, with 39% saying they are ready to get involved in volunteer work or use their social media platforms to help promote responsible tourism.
Aruba is implementing several new initiatives aligned with these survey results, including the Aruba Promise and Guest Guidelines, a program which consist of eight steps reminding visitors to be more mindful while exploring. The destination has also partnered with the Aruba Conservation Foundation to support restoration projects and to protect the island’s biodiversity.
“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,” Croes said.
