ATA wants to move Aruba toward regenerative tourism

ORANJESTAD – The Aruba Tourism Authority is preparing another major shift in tourism strategy: moving beyond “High Value, Low Impact” toward what it calls regenerative tourism. The objective is no longer merely to reduce tourism's negative impact, but to have tourism actively help restore, improve and strengthen Aruba.

ATA CEO Ronella Croes explained that Aruba's tourism model has evolved through several stages.

In 2018, ATA introduced the High Value, Low Impact approach, aimed at attracting visitors who generate greater economic value while limiting negative effects on the destination.

ATA now wants to move further toward regenerative tourism.

Under that philosophy, sustainability alone is no longer considered enough. Tourism should not simply avoid causing damage; it should help restore what has been degraded, address existing problems and strengthen nature, culture and the community.

Croes described the model as a balance between protecting nature and the environment, preserving Aruban culture and continuing to offer visitors a high-quality experience.

The broader idea is that a visitor should not simply arrive, enjoy Aruba and leave. Ideally, tourism should leave something positive behind through responsible behavior, support for local culture and community, or initiatives that benefit the island.

ATA also referred to a position paper containing more than 100 actions that could contribute to the long-term well-being of Aruba and its tourism industry.

But the authority stressed that this cannot be accomplished by ATA alone. Government, businesses, residents and visitors all have a role.

The central question for Aruba's tourism strategy is therefore changing. It is no longer simply how to attract more visitors, but how tourism can leave Aruba better than it found it.