Iberostar Hotels & Resorts proudly celebrates the first anniversary of JOIA Aruba by Iberostar. Over the past year, the company has solidified its presence on the island through a model of responsible tourism, focusing on high-impact environmental initiatives, social development, and strong local partnerships.
Iberostar Hotels & Resorts: 70 Years of Tourism with Purpose
With 100 properties across 14 countries and seven decades of industry experience, Iberostar continues to champion positive change through positive tourism. As a 100% family-owned business, the company is guided by a robust long-term vision focused on delivering a consistently high-quality value proposition and transforming the tourism sector into a regenerative force that nurtures ecosystems—especially the oceans—and contributes to the well-being of the communities where it operates.
Iberostar is advancing its responsible tourism strategy through its movement Iberostar Wave of Change, structured around seven focus areas: caring for people, commitment to local communities, protecting nature, promoting responsible consumption of fish and seafood, climate action, moving towards a more circular experience, and responsible growth. With over 460 professionals on the island and a commitment to building long-term partnerships, the company implements its responsible tourism model in Aruba through JOIA Iberostar by Iberostar and the Tierra del Sol Golf Course.
We designed JOIA Aruba to be a gathering place for the people on the island, and we are proud to open our doors and unique experiences to the community. We deeply value our collaboration with the Aruban community and are proud to introduce Iberostar’s responsible tourism model as a force for good. This milestone reinforces our commitment to building local partnerships while safeguarding the environment that surrounds us”, stated Arnaud Le Lanchon, General Manager of Iberostar in Aruba.
JOIA Aruba: Strengthening Community and Local Talent
Since its opening, JOIA Aruba by Iberostar has prioritized a people-first culture. The resort has become a key driver for local workforce development through internship partnerships with EPI, EPB, and the University of Aruba, providing over 40 students with hands-on hospitality experience.
A cornerstone of its community engagement is the Aula di Lama program, an open-access ocean education space. In its first year*, the program hosted 145 sessions reaching approximately 1,290 direct beneficiaries, inspiring a new generation of ocean stewards through collaboration with more than 15 local NGOs. These partnerships are essential, as they ensure the content remains relevant, science-based, and connected to current environmental priorities.
Beyond education, Iberostar has built meaningful relationships with several local partners, including 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 together with several other hotels supports a circular approach to waste management. Food and organic waste from the hospitality sector is responsibly processed and transformed into nutrient-rich compost, which helps nourish local agriculture and contributes to more sustainable farming practices on the island.
Additionally, the company launched the Shoco Boulevard at JOIA Aruba by Iberostar, an educational pathway on property dedicated to raising awareness about the species and Aruba’s unique biodiversity. Furthermore, more than 1000 participants —including JOIA Aruba by Iberostar team members, community stakeholders, students from the University of Aruba, staff from neighboring hotels, and local media—completed the Shoco Ambassador Training, strengthening conservation awareness and knowledge about Aruba’s native burrowing owl. JOIA Aruba has also been selected to host the World Owl Conference in 2026, further affirming its pioneering role in environmental education and wildlife preservation.
Jareth Vermeulen, Destination Alliances Manager for Aruba, explains: “We deeply value our collaboration with the community of Aruba and are proud to introduce Iberostar’s responsible tourism model to the island as an active driver of positive change. This milestone reinforces our commitment to fostering strong local partnerships towards our goals of safeguarding the natural environment that surrounds our properties.”
Tierra del Sol Golf Course by Iberostar: Delivering a Vibrant Experience for Generations
The renovation of Tierra del Sol Golf Course by Iberostar was designed to elevate the golfing experience, contributing to offering added value to the surrounding properties and reinforcing the area’s prestige. Under a management model rooted in environmental stewardship, the facility underwent a comprehensive transformation. All greens and tees were completely refurbished and re-grassed to ensure optimal playing conditions, supported by a fully modernized and efficient irrigation system.
The final phase saw the fairways and driving range fully grassed and fine-tuned for the grand reopening of the 18-hole course. This evolution extends beyond the turf, with upgraded practice facilities—including new mats and ball trays—and a refreshed guest experience featuring new signage and fully refurbished facilities at holes 6 and 15.
“The reopening of Tierra del Sol Golf Course by Iberostar in 2025 has delivered a fully renovated course under a management model focused on generating value for property owners, supporting the local community, and preserving native wildlife. A cornerstone of this commitment is the creation of Aruba’s first Shoco Sanctuary, which protects 20% of the population of this endemic species,” explained Ashiko Martinus, Director of Tierra del Sol Golf Course by Iberostar.
A Long-Term Vision for Aruba
The company reaffirms its long-term commitment to Aruba by championing a responsible tourism model aligned with the approach promoted by the country’s institutions. The company seeks to play an active role in Aruba’s evolution through continuous collaboration with local entities, associations, and the community, driving a positive shift in tourism that ensures the protection of the environment, its people and the island’s unique character.
The company remains dedicated to being an active partner in Aruba’s future, ensuring the protection of the island’s unique character for generations to come.
As part of this milestone, Iberostar invited members of the local media and Aruban community for a special presentation highlighting the positive impact achieved during its first year of operations. During this gathering, the company shared key initiatives and partnerships that demonstrate how tourism can contribute positively to Aruba’s community, economy, and environment.
