Climate Week NYC 2025: An Opportunity to Learn and Collaborate

This approach includes stabilizing visitor numbers, redefining how success is measured, and applying tools such as the Tourism Impact Model to assess not only revenue but also the broader impacts on housing, water, energy, waste, employment, and quality of life.

This evolution is not a limitation but an opportunity—one that will guide Aruba toward a model of regenerative tourism that restores and improves the island’s well-being. In this context, A.T.A. participated for the first time in Climate Week NYC 2025, signaling its strong commitment to responsible tourism.

Global Exchange and Local Impact

Climate Week NYC is held annually in New York alongside the United Nations General Assembly. From September 21 to 28, more than 100 companies, governments, and NGOs organized over 1,000 events. The week brings together leaders, innovators, and communities worldwide to address urgent challenges related to climate change and sustainability, with a focus on practical solutions and collaboration.

As Aruba’s Destination Marketing and Management Organization (DMMO), A.T.A.’s presence underscored its commitment to protecting nature and cultural heritage, improving residents’ quality of life, and securing a sustainable future for tourism. By engaging with global leaders and learning from best practices in climate action and responsible business, A.T.A. aims to adapt proven solutions to Aruba’s context and strengthen local initiatives such as the Aruba Promise, in combination with climate resilience measures.

This exchange positioned Aruba as a forward-looking destination where tourism actively supports the environment, community welfare, and cultural preservation—while attracting visitors who share these values. The goal is a resilient, high-quality tourism experience for generations to come.

Active Participation

Representing Aruba were Ronella Croes (CEO, A.T.A.), Sanju Luidens (CMO, A.T.A.), Marisol Sanchez (Communications Manager, A.T.A.), and Tyson Lopez (CEO, Aruba Conservation Foundation – ACF). Their joint participation reflects Aruba’s effort to place climate dialogue at the core of its tourism strategy, recognizing that climate change poses urgent challenges for island destinations worldwide.

A.T.A. actively contributed to three sessions:

• Ronella Croes presented Aruba’s strategy shift as well as the Responsible Tourism Impact Report during the Innovate for Impact Summit, specifically in the panel titled "Culture as Catalyst: Travel, Sports & Music driving Change” She also spoke at Cornell University’s Turning the Tide Roundtable.
• Sanju Luidens participated in the Zeno x The Cool Down event, discussing ways to communicate sustainability authentically through marketing.

These engagements fostered enduring partnerships with NGOs, international brands, and other destinations, thereby enhancing Aruba’s position in the global sustainability conversation.

Launch of the Responsible Tourism Impact Report

On September 23, A.T.A. amplified its presence with the launch of the Responsible Tourism Impact Report, available on Aruba.com. 

Based on a global survey of more than 7,000 travelers, the study revealed:

• 96% believe responsible tourism is important.
• 74% recognize that climate change puts islands at risk.
• 73% wish to make a positive impact.
• Yet only 23% feel they have received guidance on how to do so.

The report received extensive international coverage—including in Travel Agent Central, Travel Pulse Canada, Canadian Reviews, Hospitality Trends, Hotel News Resource, and Travel and Tour World—reaching an audience of more than 98 million. This response reflects strong global interest and underscores Aruba’s leadership in responsible tourism.

A Call to Action

The findings reaffirm that responsible tourism is not a niche but a new standard. Visitors value sustainability, recognize the risks climate change poses to islands, and want to make a difference—but need clearer guidance. This represents a call to action for all businesses to align their practices with responsible tourism principles, ensuring that tourism benefits the community, protects the environment, and secures opportunities for future generations.

A.T.A. has already begun implementing initiatives that empower visitors to make positive choices during their stay. It now calls on all local and international stakeholders to join forces in shaping a future where tourism strengthens communities, safeguards nature, and leaves a lasting positive impact.