Aruba Strengthens Its Vision for Responsible Tourism in Argentina at the Forbes Sustainability Summit

Ronella Croes, CEO of A.T.A., played a central role in the session "Alianzas de Alto Impacto" (High-Impact Alliances). During the panel, she reaffirmed A.T.A.’s commitment to responsible tourism, collaboration, and sustainable destination management.

During the July 1st session, the A.T.A. CEO served as a keynote speaker in a panel discussion alongside a Forbes editor. The conversation focused on responsible tourism and the well-being of the local population. This participation positions Aruba not just as a vacation destination, but as a leader striving for a healthy balance between the visitor experience, community well-being, environmental protection, and the preservation of culture and authenticity.

"When You Love Aruba"

At a time when global tourism is shifting toward more responsible practices, Aruba launched its "When You Love Aruba, Aruba Loves" communication strategy in the Argentine market in May 2026. This is the global institutional message that was introduced in other markets last year as "When You Love Aruba, It Loves You Back." Concurrently, a targeted initiative was launched in Argentina specifically focusing on responsible tourism, titled: "Take Care of Aruba the Way You Take Care of Your Own Home."

This initiative invites visitors to enjoy Aruba while simultaneously respecting and protecting the island. Guests receive these guidelines before arriving in Aruba, fostering a deeper connection. As a result, visitors do not feel like anonymous tourists, but rather as guests who are part of the community. They understand the shared responsibility of protecting our home—a home that belongs not only to the residents but also to the guests we welcome.

The initiative has already achieved incredible success. In record time, it has reached over 875,000 people. The message has been integrated into influencer partnerships, utilized in training sessions for over a thousand travel agents and tour operators, and is being distributed by airlines during the check-in process.

Strategic Partners and Media

Global platforms like Forbes are essential to this strategy. The Forbes Sustainability Summit helps amplify Aruba's message—not only in Argentina but also in other relevant markets with an audience of leaders and decision-makers.

A.T.A. is acutely aware of the challenges surrounding overtourism. The organization's mission is clear: to contribute to "An Aruba that is a great place to live, is a great place to visit." However, achieving this goal does not rely on A.T.A. alone. The organization contributes through tourism product development, research, and both requested and unsolicited advice, combined with a significantly adapted visitor communication strategy.

The focus for the Argentine market is on stabilizing visitor volume and expanding the strategy to attract high-value visitors. This topic was central to a meeting at the Embassy of the Kingdom of the Netherlands, which included the Deputy Ambassador, the Head of Mission, and the Director of the Argentine-Dutch Chamber of Commerce. The strategy was also discussed with the Commercial Director and the Marketing & Content Manager of Aerolíneas Argentinas. Additionally, these core messages were heavily featured in interviews with leading mainstream media outlets, including Infobae and Clarín.

The Argentine market has grown significantly. To ensure continued success, the focus is shifting from volume growth to stabilizing numbers and increasing the share of high-value visitors. A.T.A. will continue its strategy of positioning the destination around the desire to protect our island—a message that will be delivered step-by-step to potential visitors and across international forums.