With tourism figures showing a record growth last year, efforts continue to develop tourism of greater value but with less impact on, among other things, our nature and environment. The Aruba Tourism Authority has been working on implementing High Value-Low Impact strategies for some time now and can say that it is yielding positive results.
For the Tourism Office, their management approach remains focused on sustainability. Although A.T.A. is not the authority executing all aspects related to sustainability, it advocates for it and facilitates it through management advice, research, and investment.
In this regard, instead of just focusing on bringing in more tourists, there is now more emphasis on what tourists spend money on while in Aruba, the fee paid for each hotel room or vacation rental, and especially the satisfaction level of each tourist. It can be noted that in all these areas, the figures are positive and show improvement compared to the previous year. These results have not come by chance but are the result of research conducted by A.T.A. last year, management changes, and investments made to achieve this goal.
In recent years, the Tourism Office has continued to invest in local efforts to improve our product. This includes initiatives such as the “Stimami Sterilisami” project to prevent more stray dogs and cats on the streets, the revival of the Bon Bini Festival to have more events dedicated to tourists. But to make tourism more sustainable, investments have been made in books for schools, support for the Aruba Museum Foundation, Chico Harms Foundation, Go Cultura Foundation, and so on. In sports, A.T.A. has also demonstrated its commitment to the Aruban Olympic Committee (COA) in an effort to continue preparing and sending athletes to represent our island internationally.
Last year, A.T.A.’s primary marketing and promotion goal was based on the continuation of the “High Value-Low Impact” model, which focuses on the quality of visitors rather than quantity. Niche Tourism played a crucial role in our focus on facilitating sustainable long-term development of the destination.
To contribute more to this commitment, according to A.T.A.’s central strategic goals, a ‘Niche Framework’ was established in 2023 to further prioritize sustainable development. Additionally, A.T.A. has conducted various studies to support sustainable tourism, such as the Visa Credit Card Study, initiated studies on Carrying Capacity, including updating the inventory of Short Term Vacation Rentals, Events Roadmap, Luxury Cruise Line, Visitor Sentiment.
On the product development level, A.T.A. not only participates in various commissions, provides advice, and assists in development but also leads and/or financially participates in projects to stimulate development in line with the “High Value-Low Impact” model. Examples include the Aruba Hospitality and Security Foundation, Aruba Excellence Foundation, Visitor Center San Nicolas, the Ban Serio campaigns, developments at Ayo Rock Formation, recycling initiatives, restoration of trails at Hooiberg, buoy placement, introduction of Mountain Bike Trails, comprehensive upgrades to Seroe Colorado as well as Mangel Halto, close collaboration with the Aruba Conservation Foundation, and many more.
