As part of its ongoing commitment to a responsible model of tourism and biodiversity conservation, JOIA Aruba by Iberostar, through Aula di Lama, which is part of Iberostar Foundation, successfully hosted the Shoco Ambassador Training with collaboration of the Aruba Bird Life Conservation. The initiative, open to the general public, took place from October 27 to 31, 2025.
The free training invited members of the Aruban community to participate in an engaging and educational experience dedicated to protecting and celebrating the island’s national symbol, the Shoco (Athene cunicularia arubensis). The sessions aimed to raise awareness of local conservation efforts and promote a responsible coexistence between people and nature. It also highlighted projects such as the Shoco Sanctuary at Tierra del Sol Resort & Golf by Iberostar and Shoco Boulevard at JOIA Aruba by Iberostar.
In total, nearly 800 people took part in the Shoco Ambassador Training, including more than 360 employees from JOIA Aruba by Iberostar and Tierra del Sol Golf Course by Iberostar. This achievement reflects Iberostar’s ongoing commitment to embedding sustainability into its daily operations and company culture.
The public sessions also welcomed partners and employees from other hotels, such as Boardwalk and Marriott, along with students from the University of Aruba. In addition, local media outlets attended one of the sessions to learn more about this initiative and help share its message of conservation across the Aruban community.
Next steps include extending the training to the Aruba Airport Authority (AAA) and local schools, continuing the mission to raise awareness and inspire environmental stewardship across the island. At the conclusion of each session, participants had the opportunity to purchase recycled Shoco pins, with proceeds donated to Aruba Birdlife Conservation. Each handcrafted pin, made from recycled wood, symbolizes their new role as a Shoco Ambassador.
This initiative is part of the global movement Iberostar Wave of Change. It focuses on providing transformative solutions in the field of circular economy, promoting the consumption of responsible sourced seafood, and improving the health of coastal areas. Beyond the environmental concerns, the movement also embraces broader social and sustainability goals across the destinations where Iberostar operates. Through education, conservation, and community engagement, Iberostar continues to inspire both locals and visitors to help preserve Aruba’s unique biodiversity for generations to come.
About Iberostar Hotels & Resorts
Iberostar Hotels & Resorts is the hotel division and core business of Iberostar Group, a 100% family-owned Spanish multinational with almost 70 years of history in tourism, with its business origins dating back to 1877. Its portfolio features 32,000 rooms across 100 four- and five-star hotels in 13 countries, dedicated to delivering exceptional quality and heartfelt service. At the same time, it upholds a responsible tourism model that prioritizes the well-being of both people and nature.
Welcoming 2.5 million guests annually and boasting a prime beachfront presence, the Iberostar Beachfront Resorts brand offers three distinct segments to fulfill every traveler’s holiday dreams. Iberostar Waves delivers fun-filled experiences, perfect for families and couples who love the beach. Iberostar Selection provides premium, spacious, and relaxing stays with exceptional service. Lastly, JOIA by Iberostar is a collection of luxury resorts in exclusive locations, distinguished by highly personalized and refined service.
*Iberostar’s portfolio of Beachfront Resorts excludes its interests in Cuba.
