Iberostar Hotels & Resorts recently celebrated the first anniversary of JOIA Aruba by Iberostar, marking one year since the company established its presence on the island with a model of responsible tourism focused on high-impact environmental initiatives, social development, and meaningful local partnerships.
Iberostar has been operating globally for 70 years, with over 100 properties across 14 countries. As a 100% family-owned business, the company is guided by a long-term vision of transforming the tourism sector into a regenerative force that protects ecosystems — especially the oceans — while contributing to the wellbeing of the communities where it operates.
Central to this approach is Iberostar’s “Wave of Change” movement, structured around seven focus areas: caring for people, commitment to local communities, nature protection, responsible seafood consumption, climate action, circular experiences, and responsible growth.
With more than 460 professionals working at Iberostar Aruba and a commitment to building long-term alliances, the company implements its responsible tourism model through JOIA Aruba by Iberostar and the Tierra del Sol golf course.
“We designed JOIA Aruba by Iberostar to be a gathering place for our local community, and we are proud to open our doors and share our unique experiences with the community. We deeply value our collaboration with the people of Aruba and are proud to introduce Iberostar’s responsible tourism model as a force for positive change. This milestone reinforces our commitment to building strong local partnerships while protecting the environment that surrounds us,” said Arnaud Le Lanchon, General Manager of Iberostar in Aruba.
Since opening, JOIA Aruba has prioritized a people-centered culture. The resort has become a key driver for developing the local workforce through internship programs in collaboration with Colegio EPI, EPB School, and the University of Aruba, providing hands-on hospitality experience to more than 40 students.
A cornerstone of the resort’s community engagement is the Aula di Lama (Ocean Classroom) program — an open educational space dedicated to marine awareness. In its first year, the program hosted 145 sessions reaching approximately 1,290 beneficiaries, inspiring a new generation of ocean protectors through collaboration with more than 15 local NGOs.
Iberostar has also built significant relationships with local partners including the Metabolic Foundation, Fundacion Savaneta, Alto Vista Winery, and Cunucu Libiee, supporting local culture, community development, and authentic Aruban experiences that connect visitors with the island’s traditions.
Through its partnership with Alto Vista Winery, Iberostar and several other hotels support a circular approach to waste management. Food waste from the hospitality sector is responsibly processed and transformed into nutrient-rich compost that nourishes local agriculture, contributing to more sustainable farming practices on the island.
The company also launched the Shoco Boulevard at JOIA Aruba, an on-property educational space dedicated to raising awareness about Aruba’s unique species and biodiversity. Over 1,000 participants — including team members, community stakeholders, University of Aruba students, employees from other hotels, and local press — have completed the Shoco Ambassador training, strengthening conservation awareness and knowledge about Aruba’s native shoco owl. JOIA Aruba has also been selected to host the World Owl Conference in 2026, confirming its pioneering role in environmental education and wildlife preservation.
“We deeply value our collaboration with the Aruban community and are proud to introduce Iberostar’s responsible tourism model in Aruba as an active engine of positive change. This stage reinforces our commitment to fostering strong local alliances to achieve our goal of safeguarding the nature that surrounds our properties,” said Jareth Vermeulen, Destination Alliances Manager for Aruba.
