Destination stewardship in the global hospitality sector




Iberostar Hotels & Resorts is a 100% family-owned Spanish multinational hotel brand with over 100 four and five-star hotels in 16 countries, 80% of which are located on beachfront properties. They have developed a strong sustainability strategy, ‘Wave of Change‘ with the aim to lead the sustainable development of tourism and the responsibility of protecting, restoring and regenerating the places where they operate, connecting with their communities and undertaking actions to promote a positive impact on them.

Project activities

One of the pillars of Iberostar’s Wave of Change strategy is the development and use of a Destination Stewardship Plan for tourism destinations. We will support the initial stage of this Destination Stewardship Plan by developing a stakeholder analysis and materiality report that will enable Iberostar to gain a broad understanding of the most important tourism-related issues destinations face and the challenges and opportunities to address these issues effectively. Destinations include the Canary Islands, Quintana Roo, the Dominican Republic, Aruba and Tunisia.

To do this we will;

  • conduct an in-depth analysis of the “Wave of Change.”
  • provide an overview of the main characteristics of each destination and an accurate image of the impacts of the tourism activity aligned to the five pillars of Iberostar’s Sustainability Strategy: Circular Economy, Nature-based solutions, Blue Foods, Climate Action and Destination Stewardship.  
  • identify the main stakeholders in the tourism sector in each destination
  • provide a materiality analysis which will provide destinations and Iberostar with an up-to-date assessment of destination issues, to inform planning and decision-making
  • assess the overall needs of each destination, taking into account the main priorities, challenges and opportunities for Iberostar to fully succeed with the implementation of the Destination Stewardship Plan.

Outcomes/Expected impact


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