Business View Caribbean | Volume 8, Issue 9

5 BUSINESS VIEW CARIBBEAN VOLUME 8, ISSUE 9 largest barrier reef in the Western Hemisphere, stretching nearly 700 miles from the northern tip of the Yucatan Peninsula down through the Honduran Bay Islands. “As tourism returns, Iberostar’s commitment to leading a responsible tourism model has only grown,” said Dr. Megan Morikawa, Global Sustainability Director for Iberostar Group. “The UNESCO Pledge allows us to share not only our journey in our 2030 Agenda, but to share and learn from the network of tourism providers in the community of others who have taken the Pledge. We see this as a critical way for tourism to catalyze solutions in the face of current and future crises.” In addition, Iberostar Group has also partnered with Expedia Group Media Solutions, the global travel advertising platform connecting marketers with hundreds of millions of travelers across the Expedia Group brand, on the “Discover Iberostar” campaign. As part of this campaign Iberostar Group and Expedia Group have both contributed $100,000 to the Protecting and Restoring the Mesoamerican Reef initiative. The campaign will educate travelers about Iberostar’s Wave of Change movement, the chain’s commitment to the oceans and leading responsible tourism, to offer consumers a responsible vacation experience. Developed by Expedia Group Media Solutions’ in-house creative agency, Creative Partnerships, the interactive campaign features stunning images and thoughtfully curated information to inspire users to make more informed decisions on how they travel and to consider their impact on destinations. Through bold and direct messaging, users are encouraged to interact with the content, thereby making a positive impact and helping improve coastal health with just one click. “Restarting tourism slowly and driving demand in a deliberate-yet-responsible way can help destinations thrive for travelers and local communities alike, and, as travelers are increasingly making more eco-conscious and sustainable travel decisions, elevating awareness of sustainability initiatives can help further differentiate travel brands,” said Jennifer Andre, Vice President, Business Development at Expedia Group Media Solutions. “This new campaign and partnership with Iberostar Group further showcases our collective commitment to responsible and sustainable tourism, illustrating how collaboration across the industry can help drive change.” To learn more about the UNESCO Pledge, visit https://unescosustainable.travel/ Iberostar Group is a 100% family-owned multinational Spanish company, dedicated for more than 60 years to travel and hospitality, and with origins in the footwear industry dating back to 1877. The main line of business is Iberostar Hotels & Resorts with a portfolio of over one hundred 4 and 5-star hotels in 16 countries. The company has positioned itself as an international benchmark in responsible tourism by promoting a more sustainable business model focused on the care for people and the environment. The Wave of Change movement reflects Iberostar’s explicit commitment to the oceans, and the company’s effort to share it with all of society. www.iberostar.com OPENING L INES