Strategic Vision: Empowering Curaçao’s Tourism Through Local Experiences & User-Generated Content (UGC)

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written by Odile Micheletti Kayenne Caribbean Consultancy
As we look toward the future of Curaçao’s tourism economy, it is crucial to recognise emerging global trends and the pivotal role that the Short-Term Rental (STR) industry can play in harnessing these trends for sustainable growth. One such trend is the relaunch of Airbnb’s “Experiences” program, which aligns perfectly with the increasing power of User-Generated Content (UGC) in shaping travel preferences and driving destination visibility.
Airbnb’s Relaunch of “Experiences”
Airbnb has recently reintroduced its “Experiences” program after a year-and-a-half pause, with a renewed focus on authentic, local, and unique activities. This shift away from mainstream tourism toward more intimate, community-driven encounters is an exciting development for destinations like Curaçao. Experiences such as “Homemade funchi” or an offbeat visit to Otrobanda, are designed to provide travelers with authentic, memorable moments that differentiate Airbnb from traditional tour operators. This localization focus mirrors a global trend where travelers seek deeper connections with the culture and people of their destination, rather than the typical tourist highlights.
This move from Airbnb signals a huge opportunity for Curaçao to build on its unique cultural identity and engage both tourists and locals in creating experiences that reflect the island’s vibrant heritage.
The Role of UGC in 2024: A Game-Changer
UGC has emerged as a key driver of travel decisions in 2024, with travelers increasingly trusting the voices of fellow tourists over traditional marketing efforts. Encouraging guests to share their experiences in Curaçao’s STRs and local attractions through social media can amplify brand awareness and create a more engaged global audience. By promoting UGC, we can showcase the diversity and authenticity of the Curaçao experience, from its rich history to its hidden gems, all through the eyes of our visitors.
This organic marketing strategy is more than just an opportunity—it is essential. UGC is cost-effective and can generate a ripple effect that enhances Curaçao’s brand image globally while maintaining the integrity of its local culture.
Strategic Plan: Leveraging STR & UGC for Curaçao’s Tourism Growth
1. Integration of Local Experiences into the STR Ecosystem
STRs in Curaçao must become central to the local experience economy by partnering with community members to offer authentic, small-scale, and sustainable experiences. Property managers can work with locals to turn hobbies and talents into bookable experiences. By offering these experiences directly through STR platforms like Airbnb, Curaçao can attract travelers looking for something beyond the ordinary.
2. Fostering Local Entrepreneurship
We must make it easier for locals to turn their passions into economic opportunities. The tourism board and government can support this by providing resources, such as training programs and micro-loans, to help small entrepreneurs develop marketable experiences. Simplified regulations and the removal of bureaucratic barriers will encourage more community members to participate, transforming them into active contributors to Curaçao’s tourism economy.
3. Encouraging User-Generated Content through Targeted Campaigns
The government and tourism board should actively promote UGC campaigns that encourage tourists to share their Curaçao experiences on platforms like Instagram, YouTube, and TikTok. Initiatives such as UGC contests or collaboration with influencers can spark global interest, especially among the younger, experience-driven traveler demographic. These campaigns should highlight the unique, local, and authentic experiences that Curaçao offers, positioning the island as a leader in sustainable and cultural tourism.
4. Collaborating with the STR Sector
The STR industry is uniquely positioned to facilitate these experiences, as guests staying in vacation rentals are often looking for more immersive, non-touristy activities. Property managers and STR platforms should collaborate with the tourism board to offer curated experiences that guests can easily book, driving more revenue to local communities and fostering a more inclusive tourism economy. We must establish incentives to promote these experiences and encourage their guests to share their stories online, creating a self-sustaining cycle of free marketing through UGC.
Building a Sustainable and Inclusive Future for Curaçao’s Tourism
By embracing the local experience economy and the power of UGC, we have the potential to elevate Curaçao’s tourism offering to new heights. This strategy not only promises greater economic growth through diversification but also ensures that our cultural heritage is preserved and celebrated. The STR sector, with its flexible and community-oriented model, can be a catalyst for this transformation.
By investing in local experiences and leveraging UGC, we can ensure that Curaçao remains a top destination for travellers seeking authentic, memorable adventures for years to come.