Following the success of Aruba’s Happiness Conference last year, the island has announced plans on a “brand partnership” with the United Nations-sanctioned International Day of Happiness aimed at inspiring acts of happiness worldwide.
Aruba is the first nation to formally partner with the organization, which is slated to become an inter-governmental agency.
“This partnership is a natural extension of Aruba’s brand, as happiness is more than a trendy tagline – it’s part of our island’s DNA,” said Ronella Tjin Asjoe-Croes, CEO of the Aruba Tourism Authority. “As the No. 2 most tourism-reliant nation in the world, Aruba greatly values the happiness of our local people. They are the heart and soul of Aruba, and create happiness for others, both in the moment and in lasting ways, through a quality tourism experience that has defined our destination.”
Aruba conducted a five-year study timed with the debut of last year’s conference that showed the island to be the happiest in the world relative to its size.
“Aruba beautifully embodies IDOH’s mission to perpetuate happiness as a fundamental human right and goal,” said Jayme Illien, founder and executive chairman of the International Day of Happiness. “We believe a nation’s success should be defined beyond GDP, and appreciate Aruba’s commitment to evaluating the island’s prosperity not only by its tangible benefits, but also by intangible benefits including local happiness.”
The partnership will include year-round “happiness-driven initiatives” and opportunities for other countries to join the effort.
“Aruba is the first and only Caribbean island to ever measure its own happiness index, and it is our distinct honor to now be the first nation to formally pursue happiness in partnership with the United Nations sanctioned International Day of Happiness,” said Tjin Asjoe-Croes. “Aruba is known to make grand gestures of happiness, and will do so again this year – but in the meantime, it’s the small, everyday acts of happiness we hope to inspire.”