by Mia Taylor
Last updated: 5:00 PM ET, Tue September 23, 2025
After years of reports about the importance of protecting local communities and the planet when traveling, it seems responsible travel may finally be emerging from its ‘niche’ status and becoming the baseline for globetrotters.
A significant 96 percent of global travelers now say responsible tourism is important to them. Moreover, they want their trips to tangibly uplift people and places—rather than just simply avoiding harm, according to a newly released Responsible Tourism Impact Report published by the Aruba Tourism Authority.
“Our research showed us that responsible tourism is no longer niche — it’s non-negotiable,” Ronella Croes, CEO of the Aruba Tourism Authority (A.T.A), told TravelPulse.
“We’re seeing this in real time: 96 percent of travelers say it matters, and 73 percent want to learn how to make a positive impact,” Croes added.
The A.T.A. report involved surveying more than 7,000 travelers across seven countries. That effort resulted in several notable findings surrounding responsible travel and the outlook of globetrotters.
Among the takeaways:
- Natural Beauty Matters: 66 percent of travelers prioritize destinations with natural surroundings and landscapes.
- Support Local: 65 percent of travelers seek out locally-owned businesses.
- Cultural Immersion: 59 percent value authentic experiences that connect them to local culture.
- Luxury with Impact: 34 percent of luxury travelers say making a positive impact defines luxury today.
“Travelers today expect their journeys to do more than avoid harm — they want to give back, protect nature and connect meaningfully with local culture,” continued Croes. “We see this as both a responsibility and an opportunity, delivered through simple, actionable ways to travel with purpose - like our Aruba Promise pledge."
As part of its response to evolving traveler attitudes, such as those unearthed by the survey, Aruba tourism officials say they're working to redefine travel by blending sustainability with culture, community, and authentic experiences.
To date that effort has included creating programs like the Aruba Promise, which calls on island visitors to “consider themselves not just tourists or travelers, but guests" of the island. Being a guest carries a different weight and local tourism officials want island guests to exhibit "the spirit of Masha Danki," which includes showing respect when exploring Aruba.
The A.T.A. has also drafted a set of visitor guidelines that include such tenets as urging visitors to consider their footprint while on the island, embrace a slower pace of travel, and travel mindfully.
Earlier this summer, Aruba also launched a voluntourism initiative that encouraged travelers to use their Volunteer Time Off (VTO) to visit the
sunny Caribbean island and engage in meaningful voluntourism programs,
called Aruba VTO.
In the spring, the island also introduced a new marketing campaign designed to flip the script on the traditional tourism model —
reimagining tourism not as a transaction, but as a reciprocal
relationship.
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