The Business Case for Making Meetings More Sustainable

According to the March 2025 edition of the Meetings Industry PULSE Survey, published by Northstar Meetings Group and Cvent, North American meeting planners have been slow to keep pace with their international peers when it comes to factoring sustainability into their meetings and events. When asked if they or their clients have a sustainability policy in place for events, 56 percent of North American planners responded "no" while 64% and 63% of their EMEA (Europe, the Middle East, Africa) and APAC (Asia Pacific) contemporaries respectively, responded affirmatively.

Fewer people are also choosing to attend meetings in the U.S. given the current political and economic climate, and North American planners are feeling the pressure to adapt. A recent survey of 901 global planners proves this, with 60% noting that the change in the U.S. presidential administration had impacted meetings—most often due to economic factors. 

Attendance forecasts have also declined sharply, driven by reduced government and international participation. With rising costs and growing concerns about travel in and out of the U.S., planners may need to look beyond domestic venues, as the global demand for meetings continues despite these challenges. 
 

To learn more about sustainable meetings, consider these top tips and additional resources:

• Turn to certified organizations to evaluate a venue’s sustainability commitments. Examples include the internationally recognized LEED certification, the U.S. Green Building Council’s building rating, measuring sustainable building design, energy efficiency and water conservation. Consider also the venue’s distance to any other locations that the group will travel to for outside events during the course of the meeting. Even if group transportation is arranged, the longer the distance, the greater the carbon footprint. 

• Minimize the event’s carbon footprint by bringing only essential vendors to the venue for set-ups and break-downs. Or if hosting your event on an island like Aruba, work with the convention bureau to partner with locally-owned-and-operated vendors who won't have far to travel and will enhance the local economy. 

• The European Union’s main executive body, the European Commission issued Guidelines on Organizing Sustainable Meetings & Events for its own staff. While most of these are fairly standard recommendations for planning a sustainable event, the European Commission takes its venue guidance one step further by suggesting little to no customization. The objective is to minimize the event’s carbon footprint by bringing only essential vendors to the venue for set-ups and break-downs. This can also represent significant cost savings. 

• Similarly, a group of students and employees from Harvard University’s T.H. Chan School of Public Health, along with the Harvard Office for Sustainability, compiled a Sustainable Meetings and Events Guide for the school’s internal use. These guidelines shine a spotlight on best practices for serving sustainable and healthy food and beverage options, including serving plant-based options, substituting refined grains with whole grains and replacing bottled water with reusable pitchers and glasses. 

• Leverage technology to reduce paper waste. For on-location events, consider sending invitations via email, with  digital check-in, and promotional materials via social media or dedicated event apps. Belgium-based Fielddrive specializes in event tech, suggesting planners work with platforms that are committed to energy-efficient data centers and renewable energy sources, as well as those that have an ongoing donation commitment to environmental causes. 

• Take advantage of the industry’s many educational resources on sustainable meetings and events. For example, Northstar Meetings Group’s recorded webinar, “What’s Next for Sustainable Meetings and Events,” includes topics like responsible purchasing and effective waste management. The webinar is also worth one CMP (Certified Meeting Professional) credit. Another option is the Events Industry Council’s Centre for Sustainable Events, a virtual platform complete with an online library, webinars, guides and white papers, as well as access to the Sustainable Event Professional Certificate (SEPC) program in addition to myriad other resources.  

Aruba's Shift Toward Responsible Tourism

As planners expand their search for event-hosting locations that balance accessibility, attendee appeal and logistical ease, consider Aruba as their next destination. With its direct flights from major North American cities, year-round sunny skies, enticing activities for attendees and welcoming culture, the island checks many practical boxes and continues to rise to the top of planners’ lists. But what truly sets Aruba apart is its growing commitment to hosting events that align with companies’ values—especially around sustainability and community impact.

Like all island ecosystems, Aruba’s natural environment is vulnerable. That’s why the Aruba Tourism Authority (A.T.A.) has transformed its marketing efforts to put responsible tourism at its core. Sjeidy Feliciano, A.T.A.’s North America Area Director, describes responsible tourism as  “a strategic approach to travel industry operations that considers travel’s current and future economic, social and environment impacts, addressing the needs of the destination’s environmental and local communities.”

A.T.A.’s revamped marketing program comes in the context of an emerging global trend: widespread reports of overtourism and resident backlash to visitors in places like Barcelona and Mallorca, Venice’s new entry fee for visitors, and the installation of a new barrier restricting the view of Mount Fuji following complaints from residents.  

The Aruba Promise

As part of its new approach to travelers, A.T.A. asks guests of the island to take the Aruba Promise, a commitment to help protect the island’s natural surroundings and be a respectful guest during their stay. As part of this pledge, travelers are asked to abide by the Guest Guidelines throughout their time there, with reminders of how to be a respectful and responsible guest. 

The Guest Guidelines include reminders like not touching, feeding or harassing plant and animal life, not littering, not wasting water or electricity, visiting local businesses and driving responsibly. The Guidelines also include practical information about Aruba, such as the fact that Aruba’s tap water is potable; guests are encouraged to bring a reusable water bottle.

Single-use plastic is banned in Aruba, so guests to the island are encouraged to bring reusable shopping bags. Visitors are also asked to use mineral-based sunscreen with the active ingredient titanium dioxide or zinc oxide. While Aruba’s hospitality is rooted in “Masha Danki,” meaning “thank you very much” in Papiamento, an official language of Aruba, following these guidelines gives guests the opportunity to reciprocate the sentiment.

Embracing Responsible Tourism Principles on Aruba

Meetings and events are welcomed in Aruba, but Feliciano notes “we also expect organizers and attendees to treat our home with respect so that Aruba can remain 'One Happy Island' for generations to come.” Meeting planners should include the Aruba Promise and Guest Guidelines in attendees’ pre-departure materials, in addition to incorporating responsible tourism in their agenda, ideally working with their host property to create a positive impact. This may include requesting reusable dining items, shuttle services to allow meeting attendees to carpool and inquiring about whether the property uses renewable energy or composts food waste.  

In addition, meeting planners can include cultural activities in the meeting agenda or plan a volunteer event on the island for attendees. “Our Responsible Tourism efforts mean the experience for meeting attendees will be even more impactful, authentic and memorable. By hosting your next meeting in Aruba and taking economic, environmental and social impacts into consideration, attendees will leave feeling inspired and rejuvenated,” said Feliciano.

Planner Resources

The Aruba Convention Bureau (ACB) offers resources to connect meeting planners with local nonprofits. The Corporate Social Responsibility Guidebook from ACB and nonprofit CEDE Aruba is an extensive catalog of volunteer opportunities tailored for companies. Companies hosting events on-island can use the guidebook to plan employee volunteer events supporting a variety of causes, from Aruba’s nature and wildlife to education and sustainable futures.

“We’re redefining what it means to travel responsibly, creating experiences that leave Aruba, our communities and our guests better than before,” Feliciano adds.

For more information on hosting your next meeting in Aruba: 
Aruba Convention Bureau: ArubaConventionBureau.com
Hal Davis, National Sales Director, Aruba Convention Bureau: [email protected]
Dana Pederson, National Sales Director, Aruba, Convention Bureau: [email protected]