Page 20 - ATA

A14 LOCAL
Thursday 27 June 2019

Diversifying Aruba’s Tourism Industry

Through Sustainability

Including Culture, Creativity and Innovation for the Future

Maastricht – It has not been a secret that Aruba is experiencing what exactly is sustainable tour- environment and host communi-
though situations related to the migratory crisis of its neighbor country, ism? Is sustainable tourism even ties” (p. 15). This means that sus-
Venezuela. The CEO of the Aruba Tourism Authority (ATA), Ms. Ronella achievable or realistic? Person- tainable tourism has both a socio-
Tjin Asjoe – Croes stated that the Venezuelan market, which along- ally, I think many people confuse economic and environmental ide-
side the North American market (USA and Canada) were the major sustainability with being only envi- ology. Threats and challenges in
touristic markets visiting the island, is currently considered to have a ronmentally friendly. Environmen- tourism will require comprehensive
dormant status. This shift was thankfully consolidated with the increas- tally friendly development can be and rigorous public policy at a na-
ing demand of the North American market, which allowed Aruba to sustainable; however, sustainable tional level, while recognizing tour-
maintain and continuously grow as one of the leading touristic desti- development does not always ism’s value in advancing and even
nations in the Caribbean. However, besides these developments, the mean it is environmentally friendly. accelerating implementation and
discourse has been very strong within the Aruban community on what Sustainability is broader than just achievement of the SDGs. In the
the tourism industry will mean for the island as we consider the de- the environment and can be ex- end, the sustainability specifically
motivating evolvement of the oil refinery industry, and the increasing plained through the sustainable of the tourism private sector de-
attention to the environment and the Aruban natural heritage. The development goals (SDGs) by the pends to a large extent on “a sup-
island is torn on the issue, not knowing if tourism should expand, be United Nations, targeting 17 goals portive policy framework, as well
limited or maintained as is. by 2030 for a better and more in- as financing, that would enable
clusive world. and incentivize small and large
The government of Aruba and ATA have both expressed that one companies to develop business
way we could diversify within the tourism industry is to venture into The Tourism Industry and the Sus- models that foster inclusive green
other niche markets, such as cultural tourism, medical tourism, ad- tainable Development Goals growth. The tourism private sector
venture tourism, eco-tourism etc. In the report “Cu Mira pa Futuro” (SDGs) thus requires integrated policy ac-
in 2017 (With an Outlook to the Future) the ATA shared their strate- According to the “Tourism and the tions and strong partnerships that
gic objectives as desiring a balanced development, increasing the sustainable Development Goals support and guide businesses in
economic value of tourism, developing a sense of place, develop- Journey to 2030” report by the those areas where voluntary ac-
ing an innovation mindset and increasing community engagement. United Nations World Tourism Or- tion is not sufficient to achieve the
From an incubator session between the University of Aruba (UA) and ganization (UNWTO) and the Unit- SDGs” (p. 39).
the Educacion Profesional Intermedio (EPI) in 2017, key areas of con- ed Nations Development Program
cern for Aruba as a destination include, the lack of innovation, other (UNDP) (2019) “in the context of Local examples of Cultural Tourism
developments, the business climate, safety and the lack of culture. the universal 2030 Agenda for Sus- The tourism and cultural sectors
Also, from town hall sessions in San Nicolas in 2017, it seems that 87% tainable Development and the have emerged worldwide as lead-
of the community does not want further development of hotels on Sustainable Development Goals, ers in the revitalization of redun-
the island, 98% of the community does not want more all-inclusive the International Year supports a dant buildings and open spaces
hotels on the island, and 92% of the community does not want further change in policies, business prac- for contemporary purposes, pro-
time share development of the island. However, 73% would like to see tices and consumer behavior to- viding opportunities for sustaining
the development of boutique hotels on the island. Considering the wards a more sustainable tourism traditional and contemporary cul-
exit survey ATA executes, only 1% of the tourists spend on local arts sector that can contribute to the tural values (UNWTO, 2019). One
and culture, which is can be considered low, or just an opportunity to SDGs in five key areas, namely: (1) interesting example of such ac-
expand and attract a market of people who want a cultural experi- Sustainable economic growth, (2) tivities include the entertainment
ence rather than laying on the beach their entire stay. Social inclusiveness, employment and music industries, which have
and poverty reduction, (3) Re- gained much attention on the is-
Furthermore, between the Aruban community together with all rel- source efficiency, environmental land, through the known festivals
evant stakeholders, the goal will be to invest more in education, inno- protection and climate change, such as the Aruba Electric Festival,
vation and entrepreneurship; more efficient infrastructure planning; (4) Cultural values, diversity and Aruba Summer Music festival, Soul
more protection of the Aruban natural heritage; protecting Aruba’s heritage, and (5) Mutual under- Beach Music Festival, the Carib-
main assets (beaches, hospitality and safety); creating a sustainable standing, peace and security”. bean Sea Jazz Festival, which was
mindset; more collaboration on policy; increased cultural curiosity The report defines sustainable recently in the news for being can-
and creative confidence; and more transparency and social dia- tourism as “tourism that takes full celled due to not meeting target-
logue. Moving into 2020, the “Cu Mira pa Futuro” report, highlights the account of its current and future ed touristic attendance.
focus on sustainable tourism. For sure a topic that has been discussed economic, social and environ-
in the community and recently by the Raiz Political Party, which is re- mental impacts, addressing the
lated to the carrying capacity concern, or over tourism dilemma. But, needs of visitors, the industry, the Continued on Page 15