GENEVA — The Iberostar Group has achieved a significant milestone in its pursuit of sustainable tourism, receiving prestigious recognition from the World Economic Forum (WEF) at the inaugural “Beyond Tourism Impact Stars” awards. The accolade honors Iberostar’s “Wave of Change” movement, a pioneering initiative that has successfully integrated science-led operational innovation into the core of the global hospitality sector.
Launched in 2017, the Wave of Change movement represents a strategic evolution in hotel management, moving beyond conventional corporate social responsibility to embed sustainability into the everyday operations of Iberostar Hotels & Resorts. By utilizing a dedicated in-house team of over 30 scientists and experts, the company has effectively translated complex environmental and socioeconomic research into tangible, data-driven operational improvements.
The World Economic Forum established the Beyond Tourism Impact Stars to spotlight private-sector solutions that address the most pressing challenges facing the modern travel industry. Iberostar’s inclusion among the six inaugural winners underscores the viability of its business model, which proves that environmental preservation, socioeconomic well-being, and the protection of cultural heritage can coexist with—and even drive—commercial success and operational resilience.
“The challenges facing our industry require us to act with rigor, relying on innovation and close collaboration with tech partners and destination-based alliances,” said Álvaro Sánchez, Sustainability, Integration & Impact Director at Iberostar Hotels & Resorts, who accepted the award in Geneva alongside Luis Zamora, the Group’s Chief People Officer. “This recognition confirms that embedding sustainability into our daily operations offers advantages that go far beyond reducing our impact: it delivers measurable savings, mitigates business risks, and enhances the holiday experience for our guests.”
Beyond the ceremonial recognition, Iberostar played an active role in the WEF’s “Beyond Tourism Day” proceedings. During strategic sessions, company leadership contributed to discussions on the future of the tourism workforce. Iberostar highlighted how technological innovation serves as a tool to empower employees, foster talent development, and improve employment conditions. By prioritizing human capital, the company aims to demonstrate that a sustainable business model must benefit its staff as much as it benefits the planet and local communities.
This award marks a pivotal moment for Iberostar, reaffirming its position as a global leader in responsible tourism. As the travel sector grapples with the dual pressures of climate change and shifting consumer expectations, the Wave of Change model provides a scalable blueprint for others to follow. By fostering partnerships between public administrations, the private sector, and local communities, the group continues to build more resilient destinations while proving that the future of hospitality is inherently tied to the health of the environments and cultures in which these hotels operate.
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