This 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. In doing so, Bucuti & Tara Beach Resort have taken measures such as: Advocacy for environmental protection laws, regulations and policies; Compliance with international sustainable tourism certification standards; Sensitizing its guests and staff; Adopting green technologies and innovative programs; and Partnering with other hotels to fund and implement eco-friendly community-based initiatives. It’s commended for innovations on, among others, water consumption, waste disposal, sewage treatment and energy use. 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. The case study particularly responds to the Sustainable Development Goals 8 (Decent Work and Economic Growth), 12 (Responsible Consumption and Production), and 14 (Life Below Water).