Aruba Tourism Authority Presents Second Session of “Eco-Conscious”

Marisol Sanchez – Communications Manager at ATA, and representatives from the international agency Zeno Group, including Stephanie Casanova, SVP of Consumer Communications, Amelia Brandt - Senior Vice President - Purpose & Impact, and Sherwin Francies - Senior Account Executive – Consumer, presented this session. They shared the new strategy related to the “Aruba Promise” program, which targets, among others, visitors and outlines the ‘Code of Conduct’ they should follow during their visit.

In May 2024, ATA presented the first “Eco-Conscious” session to local stakeholders, focusing on global trends such as the “Slow Travel Tourism” movement and the “Positive Impact Tourism” movement, which emphasizes creating a positive impact on the country through visitors. It is worth noting that after the first session, ATA continued extensive work to concretize various action plans for both new and existing programs.

In this second session, ATA shared changes regarding the “Aruba Promise” program and the “Code of Conduct.” Visitors are encouraged to commit and sign the promise that outlines the behavior expected to help protect Aruba and enhance the island according to the value we place on community interests. Globally, there is an increasing trend to attract visitors who are more responsible and sustainable for the destination. Visitors who leave the country better than they found it is of utmost importance to ATA! Developing Aruba in line with sustainable practices also requires visitors to be responsible and respectful guests in the country they are visiting.

With the updated “Aruba Promise” and “Code of Conduct,” ATA focuses on raising awareness about the promise and behavior, urging visitors to experience the destination respectfully and responsibly.

ATA is implementing a more extensive communication plan that includes the local community, stakeholders, educational aspects, engagement, and participation to work jointly in the same direction.