An inaugural cohort of six private-sector projects
The World Economic Forum launched the Beyond Tourism Impact Stars to identify and showcase private-sector solutions to the major challenges facing global tourism. Six projects were selected for this first edition, all of which combine commercial success with positive impact.
The winners are recognised for their contribution to strengthening local communities, broadening economic opportunity, building destination resilience and protecting the planet. Their levers vary: data-driven tools, new business models, workforce initiatives and heritage-focused development projects.
Iberostar shares this first cohort with several hospitality players, including Accor and Sommet Education. The ceremony took place in Geneva during the Forum’s first Beyond Tourism Day.
Wave of Change, a movement launched in 2017
Launched in 2017 by Iberostar Hotels & Resorts, Iberostar Wave of Change now embodies the group’s commitment to sustainability. The movement places three dimensions at the heart of the business model: environmental preservation, socio-economic wellbeing and cultural heritage.
The programme is built on an in-house team of more than 30 scientists and experts, whose work translates into concrete action across hotel operations. The group also forms strategic partnerships with public administrations, the private sector and local communities to build more resilient destinations.
With this award, the WEF recognises an approach that puts science-based operational innovation at the centre of decision-making. For Iberostar, sustainability runs through every function of hotel management. It has a positive impact on destinations while also supporting the company’s operational efficiency and resilience.
Sustainability measured in savings and managed risk
Álvaro Sánchez, Sustainability, Integration & Impact Director at Iberostar Hotels & Resorts, frames the recognition in terms of performance. He explained that the challenges facing the sector call for rigorous action, drawing on innovation and on close collaboration with the group’s technology partners and the alliances it has forged in its destinations.
He added that the recognition confirms that embedding sustainability in day-to-day operations delivers benefits that go well beyond reducing the group’s footprint: it generates measurable savings, mitigates business risk and enhances guests’ holiday experience.
LTH analysis – The message speaks directly to owners and investors. Sustainability is presented as an operational and risk-management issue rather than a cost centre. Several major groups take the same view, such as Radisson Hotel Group, which has converted four Radisson Blu hotels in Stockholm and Copenhagen to Verified Net Zero.
Human capital at the heart of the Geneva discussions
Two executives represented the group in Geneva: Luis Zamora, Chief People Officer of Iberostar Group, and Álvaro Sánchez. As well as receiving the award, Iberostar took part in Beyond Tourism Day strategy sessions dedicated to the workforce of the future.
There, the group set out how innovation and technology should equip teams to develop talent and improve working conditions. Iberostar thus presents Wave of Change as a model that makes human capital the driving force behind the sector’s transformation.
A family-owned group in full international expansion
This recognition is part of a broader growth strategy, illustrated by Iberostar’s new projects in Mexico and Zanzibar. It also rests on major commercial alliances, such as the long-term agreement signed with IHG for its resorts.
At a glance by The Hospitality Tribune
Iberostar recognised by the World Economic Forum
Iberostar Wave of Change named among six winners of the inaugural Beyond Tourism Impact Stars
Award presented in Geneva at the WEF’s first Beyond Tourism Day
Movement launched in 2017, backed by 30+ in-house scientists and experts
Sustainability positioned as a driver of savings, risk mitigation and guest experience
Group also joined WEF sessions on the future tourism workforce
