Abstract
Summary The case study of Aruba’s tourism industry showcases how the island quickly bounces back from different crises, thanks to its varied tourist attractions, successful marketing as “One Happy Island,” and solid collaborations between the government and private sector. Aruba’s ability to adapt demonstrates its strength in facing challenges, making it a prime example for other economies heavily relying on tourism. The study details Aruba’s strategies in responding to tough times, such as economic slumps and the COVID-19 pandemic, highlighting the critical role played by offering a wide range of tourist activities, maintaining a solid brand identity, and working closely with partners to build a resilient tourism sector that can withstand hardships. Information © The Author 2024
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