In the second semester of 2023-2024, twenty graduates from various study programs worked together in the Urban Leisure & Tourism Lab Rotterdam. Students from Tourism Management, Leisure Management, Integral Safety Management, Law, Business Studies and Creative Business, among others, joined forces to tackle urban challenges.
One of the studies focused on the development of a sustainable tourism marketing strategy in Aruba, conducted by Kim Peterson on behalf of the Aruba Tourism Authority (ATA). Her research revolved around the question: “How can the Aruba Tourism Authority implement a sustainable tourism marketing strategy that not only minimizes the negative impact on the living environment of its residents, but also maintains and enhances the attractiveness for visitors?”
Based on extensive analyses of tourism in Aruba, literature review and interviews with stakeholders, the study concluded that developing a sustainable marketing strategy is both challenging and feasible. The proposed strategies focus on integrating sustainability into all aspects of tourism marketing. This includes promoting environmentally friendly activities, encouraging responsible tourism behavior and supporting local community projects.
The study recommends that the ATA launch an awareness campaign that targets both locals and tourists. This campaign should increase environmental awareness and promote sustainable practices, for example through awareness posts on social media such as Instagram and adding a flyer to the mandatory ED-card for tourists.
These recommendations are based on theoretical models such as the Green Marketing Mix, the Ansoff Matrix and the Triple Bottom Line. By applying these strategies, the ATA can promote sustainable tourism practices and simultaneously support economic growth.
The research emphasizes the importance of collaboration between the public and private sectors to realize sustainable tourism in Aruba. By increasing awareness and involvement, Aruba can become a model for other tourist destinations that strive for a balance between economic development and the preservation of the natural environment and cultural heritage.
The results and recommendations from this research provide the ATA with concrete tools to realize sustainable tourism growth and to safeguard the unique attractiveness of Aruba for future generations.