Eagle Beach on the Island of Aruba. Travel Pulse Canada
Aruba’s tourism leaders visited Toronto to share new findings about how Canadians view responsible travel. Ronella Croes, CEO of Aruba Tourism Authority (ATA), and Sjeidy Feliciano, Area Director for North America, said travellers around the world now think more carefully about their impact. Their research shows this shift in clear numbers.
They said 96% of travellers believe responsible tourism should become the norm. They also said 77% feel the travel industry still fails to offer clear guidance. Croes said the Canadian market shows an even wider gap. Only 16% of Canadians believe they receive enough information to travel responsibly.
“That’s a huge number of people whom we can assist,” Croes said. She noted that Canadians ask for simple options and honest communication. She added that 69% of Canadians say they will contribute financially to support responsible travel when they understand where the money goes.
Aruba Shifts to a New Tourism Approach
Croes said Aruba depends heavily on tourism. The sector supports 70% of the island’s economy. She said the island spent several years reshaping its approach to protect both residents and visitors.
“We’ve been in this business for over 50 years, and we knew a shift was needed,” she said. “Our community needs time to breathe, and we want to ensure visitor experiences remain high-quality while protecting the well-being of our people.”
Aruba has about 110,000 residents but welcomes over one million stayover visitors every year. Cruise arrivals add nearly 900,000 more. Croes said this large volume requires thoughtful planning. She said Aruba now focuses on a message that guides visitor behaviour: “When you love Aruba, it loves you back.”
Canadians Return in Strong Numbers
Canada remains Aruba’s second-largest market. The island sees about 70,000 Canadian arrivals each year. Croes said Canadian visits grew by 10% so far this year. Most travellers fly from Toronto, and many return often.
She said Canadians split almost evenly between hotels and other accommodations. She also said many Canadians own homes on the island. She called that level of long-term interest “unique and meaningful.”
Air Travel and New Stay Options
Feliciano said air service from Canada continues to grow slowly. She said the island now expands its hotel choices with care. Aruba limits all-inclusive development to 40% of hotel inventory to support balance and protect local life.
A new all-inclusive resort, Secrets at Baby Beach, opened this year. Another property added 152 rooms. Iberostar also introduced Joya, a non-all-inclusive concept. Croes said Aruba chooses these projects with clear intention and aims to build smarter, not faster.
Nature, Wellness and Slower Travel
Feliciano said many Canadians look for mindful and nature-based trips. She highlighted the island’s mix of desert landscapes, warm water and steady breezes. She said these natural elements help visitors feel calm and welcome.
Aruba’s National Park covers one-quarter of the island and offers hiking, biking and guided nature activities. Feliciano said wellness travel continues to grow and fits naturally with Aruba’s identity.
Climate Planning Shapes Future Tourism
Croes said Aruba now prepares for long-term climate risks. The island created a National Climate Resilience Council, developed a Risk Vulnerability Index and produced climate impact atlases. She said the island already warmed by 1°C since 1955. She warned that the number could rise without strong action.
“Tourism must play a role in climate action,” she said. “This is not separate from tourism — it is part of tourism.”
The Aruba Promise
ATA introduced the Aruba Promise as part of its mindful travel approach. The pledge invites visitors to see themselves as guests rather than tourists. It encourages slow travel, respect for nature and thoughtful choices. It also embraces the island’s message of Masha Danki, which celebrates gratitude for the land, the sea and the people who call Aruba home.
