• by Danielle Oster , May 9, 2025

Aruba Tourism Authority says it wants to change travelers’ relationship with the island.

A new campaign created in partnership with agency Deep Focus aims to redefine how travelers view Aruba tourism, moving away from a strictly consumptive mindset. “When You Love Aruba, It Loves You Back” reframes the relationship between visitors to the island and its local inhabitants and environment.

“Encouraging responsible tourism is a global conversation. Attracting conscientious guests -- those who respect Aruba’s delicate ecosystem, culture, and community -- is critical now more than ever to protect this special island for generations to come,” Deep Focus Head of Strategy Lindsey Allison told Marketing Daily.

The shift isn’t limited to external messaging, either, according to Allison.

“This approach continues on-island through guest education. Guests are encouraged to take the Aruba Promise — a commitment to help protect the island’s beauty and biodiversity by following the Guest Guidelines,” she explained. “These guidelines offer clear, actionable steps, such as admiring wildlife from a distance and avoiding contact with native plants and animals.”

“When You Love Aruba, It Loves You Back” marks a continuation of “The Aruba Effect” brand platform.

“Now in its fourth year, The Aruba Effect remains centered on the lasting, transformative impact that Aruba has on those who visit,” said Allison.

“In the past, our message was visitor-focused: ‘You come here, and you receive something special from us.’ This year, we're evolving that story. It’s no longer just about what travelers receive -- it’s about a meaningful give-and-take -- ar elationship built on mutual respect, where visitors not only receive but also contribute to the spirit, culture, and sustainability of the island.”

The campaign centers around a 90-second anthem ad, as well as “Sand” and “Tiny” ads running in 30 and 15-second iterations, and a series of six-second vignettes. Supporting elements including nine banner ads, audio, and OOH ads. The campaign will run through the end of the year across streaming platforms, social media, podcasts, display, and out-of-home placements.

The campaign follows Aruba proposing a constitutional amendment last year to enshrine the rights of nature in its constitution.