Aruba wants to flip the script on the traditional tourism model ¡ª reimagining tourism not as a transaction, but as a reciprocal relationship.

Under the best of circumstances, that reciprocal relationship would include visitors to the popular Caribbean island embracing responsible tourism in all its forms, including respecting the local culture, local people, and the island¡¯s natural ecosystem.?

In pursuit of that goal, the Aruba Tourism Authority (ATA) has just released a new marketing campaign titled ¡°When You Love Aruba, It Loves You Back.¡±?

Slated to run across the United States through the end of the year via streaming platforms, social media, display and out-of-home ads, the campaign's goal is to encourage visitors to play an active role in protecting and preserving the One Happy Island for generations to come.?

¡°We believe travel should be a two-way relationship between the guest and the destination ¡ª not just about what travelers experience in their travels, but also what they give back,¡± Sanju Luidens, chief marketing officer for ATA told TravelPulse.

But what does all of that mean in practice exactly? Here¡¯s a closer look.

Visitors encouraged to be part of the solution

In Aruba, island residents don¡¯t view visitors as simply tourists, a term that can carry less than ideal connotations. Instead, visitors are welcomed as guests.

That distinction is an important one because of the deeper commitment associated with being a guest versus a tourist. To Arubans, being a responsible guest is about living the spirit of "Masha Danki" and showing respect.

¡°This mindset invites travelers to engage with Aruba not as outsiders, but as part of a shared effort to respect, preserve, and celebrate everything that makes the island so special,¡± continues Luidens.

To that end, guests are being encouraged to make what¡¯s known as the Aruba Promise, which is a commitment to help protect the Dutch Caribbean island for generations by following a handful of guest guidelines.

The guidelines provide clear, actionable steps tourists can take to tread lightly and help protect Aruba during their visit. For instance, visitors should only admire wildlife from a distance and avoid contact with native plants and animals.

Some of the additional tenets of the Aruba Promise include:

• I will consider my footprint on the island
• I will embrace a slow pace
• I will promise to be a responsible, respectful guest

Each of these ideas and actions is an integral part of the new marketing campaign¡¯s message. ¡°It¡¯s about showing appreciation through meaningful choices, both big and small, that help protect the island¡¯s natural beauty,¡± Luidens says. ¡°That might mean packing a reusable water bottle to cut down on single-use plastic. Aruba¡¯s tap water is not only potable ¡ª it¡¯s so refreshing and delicious, we proudly call it Paradise on Tap.¡±

¡°It also means conserving energy and water throughout your stay,¡± Luidens continues. ¡°Resource conservation is always important ¡ª but especially on an island with such a delicate and precious ecosystem.¡±

Beyond these examples, ensuring that tourism is more than a transactional relationship in Aruba would include guests going beyond the resort to support local shops or to connect with the community. It might also encompass participating in volunteerism opportunities.

¡°There are many ways to engage,¡± says Luidens. ¡°For example, Bucuti & Tara hosts monthly beach cleanups, while Boardwalk Boutique Hotel offers a Do-Good Program with a variety of ways for guests to get involved.¡±

And here¡¯s perhaps another key point of this new marketing effort, courtesy of Luidens: ¡°We¡¯re not asking for perfection.¡±?

¡°We¡¯re inviting travelers to be thoughtful, aware, and connected to the island they¡¯re experiencing. Because when you love Aruba, it truly loves you back,¡± Luidens said.

---

For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.

Topics From This Article to Explore