This COE case study describes how Bucuti & Tara Beach Resort, an award-winning resort in Aruba, is leading the way by adopting a sustainable approach to tourism as it concurrently protects the natural environment and increases profits. The challenges the resort has successfully navigated include the designing of a business model that attracts more visitors while adhering to global eco-friendly standards. It’s commended for innovations on, among others, water consumption, waste disposal, sewage treatment and energy use. Solutions and lessons learned are seen in the measures taken by management and staff to rigorously implement international tourism certification standards. Scaling up will be aided by innovative tax incentives provided by the Government of Aruba for the promotion of a sustainable tourism industry in the country and across the Caribbean region.