Iberostar Wave of Change, a movement pioneered by Iberostar Hotels & Resorts, has been recognised by the World Economic Forum (WEF) at the first edition of the Beyond Tourism Impact Stars awards. This recognition reflects the Group’s dedication to science-led operational innovation. By embedding sustainability across all areas of hotel management, Iberostar demonstrates that responsible tourism not only generates a positive impact on destinations but also serves as a key driver of operational efficiency and business resilience.
Iberostar’s commitment is channelled through the Iberostar Wave of Change movement, an initiative launched in 2017 that has evolved to integrate environmental preservation, socioeconomic well-being, and cultural heritage into the core of its business. Backed by an in-house team of more than 30 scientists and experts, the company translates this expertise into tangible action within its operations and fosters strategic partnerships with public administrations, the private sector, and local communities to build more resilient destinations.
“The challenges facing our industry require us to act with rigor, relying on innovation and close collaboration with tech partners and destination-based alliances. 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,” explains Álvaro Sánchez, Sustainability, Integration & Impact Director at Iberostar Hotels & Resorts.
The award ceremony, held in Geneva, was attended by Luis Zamora, Chief People Officer at Iberostar Group, and Álvaro Sánchez, Sustainability, Integration & Impact Director at Iberostar Hotels & Resorts. In addition to receiving the award, the company participated in strategic sessions during Beyond Tourism Day focused on the workforce of the future. Iberostar addressed how innovation and technology should empower teams to foster talent and improve employment conditions, reinforcing Iberostar Wave of Change as a model that puts human capital at the centre of the sector’s transformation.
Beyond Tourism Impact Stars is an initiative launched by the World Economic Forum to recognise and highlight private-sector solutions tackling the global tourism industry’s major challenges. Specifically, six projects combining commercial success with positive impact were awarded for strengthening local communities, broadening economic opportunities, enhancing destination resilience, and protecting the planet through data-driven tools, new business models, workforce initiatives, and heritage-centred development.
