As destinations worldwide struggle with overtourism, the Caribbean island of Curaçao is taking a forward-thinking approach that prioritizes high-value, low-impact tourism growth and long-term resilience over short-term gains.
In partnership with Sustainable Travel International and the George Washington University International Institute of Tourism Studies (GW IITS), Curaçao is implementing a Destination Carrying Capacity Study, a 360-degree framework evaluating the economic, environmental, and social impacts of increasing tourism. By shifting the focus from sheer volume to a more holistic measure of tourism’s value, this initiative aims to create a balanced, mutually-beneficial industry that maximizes economic benefits while safeguarding the island’s ecosystems, preserving its cultural heritage, and enhancing visitor satisfaction and community well-being.
Getting Ahead Before Challenges Arrive
In 2024, global tourism rebounded to 1.4 billion international arrivals, virtually reaching pre-pandemic levels. While this surge fueled economic recovery, it has also led to overcrowding, environmental degradation, community resentment, and infrastructure strain in many destinations.
Tourism in Curaçao is soaring to new heights, highlighted by a record 700,000+ stayover visitors in 2024 and continued strong arrivals into 2025—underscoring the island’s global appeal driven by vibrant culture, pristine beaches, and captivating heritage. However, in anticipation of growing pains and recognizing the importance of strategic planning, Curaçao is taking proactive steps to prevent future challenges.
Beyond Traditional Success Metrics
Curaçao is partnering with Sustainable Travel International and the GW International Institute of Tourism Studies to conduct a data-driven Destination Carrying Capacity Study to guide sustainable tourism growth. For decades, tourism success has been measured by visitor numbers and revenue, but these metrics fail to capture tourism’s broader impact on communities, the environment, and long-term destination sustainability. Curaçao is embracing a more progressive approach, tracking success through community perceptions, ecological health, infrastructure capacity, visitor appeal, and cultural identity. This includes:
Assessing tourism impacts and modeling future growth scenarios to inform policy and planning.
Developing an action plan aligned with local priorities to ensure a high-value, low-impact tourism model.
Creating an adaptable system for Curaçao to track tourism’s impact on the destination as a whole and maintain balance by adjusting key levers that influence it.
A key focus is ensuring that all stakeholders have a voice in shaping Curaçao’s tourism future. The study will actively engage public and private sector stakeholders, local communities, and industry leaders, while incorporating visitor perspectives, fostering a sense of ownership and shared responsibility in decision-making.
“This isn’t about limiting tourism - it’s about managing it wisely,” said Paloma Zapata, CEO of Sustainable Travel International. “Instead of depleting resources or leading to overtourism, the goal is to create a virtuous cycle where thoughtful tourism growth strengthens community well-being and preserves the island’s unique appeal over time. This, in turn, enhances visitor experiences and generates economic returns that can be reinvested in continual improvements."
SUSTAINABLE TRAVEL INTERNATIONAL
Sustainable Travel International is a social enterprise dedicated to protecting our planet’s most vulnerable destinations and transforming tourism’s impact on nature and people. We engage travelers, businesses, and destination leaders in responsible practices that safeguard nature, combat climate change and pollution, and empower communities to preserve the integrity of destinations around the world. Our comprehensive climate solutions help the travel industry reduce its carbon footprint, advance the global net zero transition, and strengthen its resilience to climate change impacts. To learn more, visit www.sustainabletravel.org.
GW INTERNATIONAL INSTITUTE OF TOURISM STUDIES
The GW International Institute of Tourism Studies is a global leader in sustainable tourism consulting and technical assistance, research, and professional development, helping to solve critical industry challenges by providing guidance and support to tourism development and destination governance projects. With more than 30 years of experience, GW International Institute of Tourism Studies’ applied research and technical assistance projects focus on a wide range of areas: sustainable tourism planning, destination management, tourism governance, sustainability monitoring systems, visitor management, tourism resilience building, and cultural tourism.
About Curaçao
Home to more than 35 captivating beaches, a diverse heritage spanning 55 different cultures, including Dutch, Spanish and Portuguese, a “love it or love it” attitude, and stunning European architecture, Curaçao – which sits on the outer fringes of the Hurricane Belt – remains an unrivaled tropical escape in the Southern Caribbean. Ranked by Condé Nast Traveler as one of the “best islands in the Caribbean,” Curaçao’s natural beauty, world-class dive sites, pristine beaches and idyllic weather have won it further accolades and recognition.
Its capital city, Willemstad – a UNESCO World Heritage site – features the iconic and colorful Handelskade backdrop, vibrant street art, and a growing portfolio of boutiques, al fresco restaurants and trendy cafes, just to name a few of the many reasons why Curaçao continues to flourish as one of the most exceptional islands in the region.
For general travel updates, visit www.curacao.com or call toll-free 1-800-328-7222. Connect with the Curaçao Tourist Board on social media by following us on Facebook: www.facebook.com/curacaotb, Twitter: @CuracaoTravel and Instagram: @CuracaoTB.
