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Change begins with people. It is built on a culture rooted in shared values, empowering our teams and guided by a long-term vision that places purpose at the heart of every decision. This approach is reflected in Iberostar Wave of Change, a movement that shapes our priorities and helps us turn commitments into measurable progress.
In this report, we share our progress, providing transparency on what we have achieved, and equal clarity on what remains to be done. Every step forward reflects the decisions and commitment of our people and partners. Thank you to everyone who makes this journey possible. To our teams, for their daily dedication, and to our external partners and stakeholders, whose trust, collaboration and challenge help us continuously improve. This logbook is, above all, a reflection of that shared effort.
Championing positive change through positive tourism starts with people. Together, we transform our commitments into action across our teams and in the destinations where we operate. We foster a way of working where care, responsibility and progress come together, enabling us to create lasting impact while supporting one another and turning ambition into reality.
More than 80% of the value of tourism-related goods and services depends on nature (WTTC). This reality inspires us to see the natural world not only as a privilege, but as a responsibility. Guided by science and innovation, we are turning that responsibility into action by protecting, restoring and strengthening the ecosystems that support our destinations and communities.
As a fourth-generation family company, we are guided by a long-term vision. We strive to balance responsible growth with environmental stewardship and positive social impact. Through a model of responsible tourism, we create opportunities for people, strengthen collaboration with our stakeholders and contribute to more resilient destinations and communities.
Our 7 areas of focus
Iberostar Wave of Change is our pioneering movement, grounded in science and data, which shapes our vision towards a responsible tourism model. We call it a movement because it is a journey—one that brings together our teams, guests, partners and communities around a shared ambition. It is a continuous process of learning, innovation and action, driven by the belief that tourism can be a force for positive change.
