Iberostar strengthens its presence in Latin America with a focus on Brazil, the Caribbean and channel loyalty

What does WTM Latin America represent for Iberostar, and how are you experiencing this edition?
It's one of the most important trade shows in the region, and we always participate with a strong presence. Our main objective is to serve clients from different markets, with a special focus on Brazil and the growing flow of travelers from Latin America. For Iberostar, the region is strategic, so these events are key to strengthening ties with tour operators, travel agents, and media.

What feedback are you receiving in the meetings during the event?
The overall assessment is positive. Industry professionals highlight a strong start to the year and maintain favorable expectations for the coming months. While some global uncertainties exist, the first quarter's performance was solid, which inspires confidence in the evolution of demand.

How will the World Cup impact operations, and what offerings will you provide?
We know that the World Cup influences travel habits, especially in July. At Iberostar, we work to position our resorts as the ideal setting for experiencing these kinds of events, combining entertainment and shared experiences.

We will have a special program in hotels in Brazil, the Caribbean and Europe, with broadcasts of matches, themed activities and exclusive Fan Fest spaces, designed to enhance the atmosphere and interaction between guests of different nationalities.

How is the Latin American and Brazilian market performing?
We are seeing a positive year, both in Brazil and the rest of Latin America. After a strong first quarter, a slight seasonal slowdown is expected in the coming months, although demand remains active.

In addition, we will promote commercial campaigns such as Hot Sale in Argentina, which will then be extended to other markets in the region, with a focus on stimulating travel during the winter season.

What are the highlights of your property portfolio?
We continue to strengthen our presence in the Caribbean, especially in Mexico, where we recently added the Iberostar Selection Riviera Cancun, expanding our offering in the destination.

We are also moving forward with the complete renovation of the Iberostar Waves Tucán & Quetzal, one of our most iconic hotels. Its reopening is scheduled for December, with improvements to infrastructure, services, and the overall experience, while maintaining its integration with the natural environment.

What role do the MICE, weddings, and groups segments play in the strategy?
They are key segments for the business. In markets like Brazil, they have a decisive impact, and in Caribbean destinations, such as Cancun, they present great growth potential.

Iberostar is constantly working on innovating proposals for these niches, with specific programs that seek to offer differentiated experiences for corporate events, celebrations, and group trips.

Sustainability is one of the company's core principles. How is this reflected in our operations?
It's a central tenet of our strategy and part of our identity. It's not just an internal conviction, but also a commitment to the communities and the environment where we operate.

We have dedicated teams in each destination to implement concrete actions that promote responsible tourism, an increasingly relevant topic for the industry.

How do you prepare for potential contingencies, such as natural disasters?
We have strict protocols in place, especially in Caribbean destinations where these situations can occur. Guest safety is our top priority, so we invest in both property infrastructure and ongoing team training to ensure our staff can respond to any eventuality.

How important is human capital to the Iberostar experience?
It's one of the fundamental pillars. The quality of service is directly linked to the work of our teams, which is why we invest heavily in training, professional development, and career plans.

Globally, we have approximately 35,000 employees, and that commitment to people is reflected in the high levels of satisfaction of our guests.

What final message would you like to convey to the region's tourism industry?
We are very pleased with the progress in Latin America and want to continue strengthening our relationship with our strategic partners.

In this regard, we will continue to promote recognition initiatives, such as the Star Agents Awards, which will be held in Brazil this year, as well as events aimed at tour operators. Furthermore, we will continue to participate in key trade fairs and events to maintain close ties with the channel, which is fundamental to Iberostar's growth in the region.