Aruba released its “Responsible Tourism Impact Report,” a new global study revealing that 96 percent of travelers believe Responsible Tourism is important, and 80 percent say tourism is about more than minimizing impact—it should actively improve the lives of locals.
Yet while 73 percent of travelers say they want to learn how to make a positive impact, only 23 percent 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.
The report explores how travelers 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 global study surveyed thousands of international travelers across seven markets to understand generational differences and identify signals shaping the future of travel.
“Responsible Tourism is no longer optional—it’s become the minimum standard travelers expect,” Ronella Croes, CEO of the Aruba Tourism Authority, said in a statement. “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 of the Report:
- Responsible Tourism is Now the Baseline: Ninety-six 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.
To view the report, click here.
Survey Methodology
In partnership with Zeno Group, A.T.A. fielded an online survey of 7,032 global respondents across the U.S., U.K., Brazil, Canada, Colombia, Australia and Netherlands, that reflect consumers who have traveled internationally in the past year. The overall margin of error for the sample is +/- 1 percentage points at the 95 percent confidence level.
Related Stories
AHLA: Majority of Hoteliers Scaling Back Development Plans
Amadeus Study: Travelers Embrace AI and Biometrics
U.S. Travel Agency Air Ticket Sales Set August Record at $8.3B
Source link
