The Iberostar Group has partnered with the Expedia Group and UNESCO to expand the UNESCO Commitment to Sustainable Travel (hereinafter "the UNESCO Commitment") and is launching the "Discover Iberostar" media campaign.
Launched in 2019, UNESCO and Expedia Group have signed a global agreement promoting sustainable travel and heritage conservation through the UNESCO Sustainable Travel Pledge.
Our partnership with UNESCO aims to ensure the preservation and sustainability of communities, many of which depend entirely on travel. Travelers are willing to do more when they have visibility into the actions they can take, whether it's paying higher fees or changing the way they travel. The Pledge can help them make more informed decisions.
Katherine Cheng, Expedia's head of global and community impact
An industry-wide approach is essential to ensure a resilient tourism recovery that contributes to the 2030 Agenda for Sustainable Development. By joining the Pledge, Iberostar Group has made a strong commitment to support our efforts to achieve truly sustainable tourism.
Ernesto Ottone R., Assistant Director-General for Culture of UNESCO
The Iberostar Group's goals, as set out in its 2030 Agenda to combat climate change, include eliminating waste, sourcing responsible seafood, neutralizing carbon emissions and improving the health of the ecosystems surrounding its hotels, among others.
With the return of tourism, Iberostar's commitment to leading a responsible tourism model has only grown. The UNESCO Pledge allows us to not only share our journey in our 2030 Agenda, but also 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 to current and future crises.
Dr. Megan Morikawa, Director of Global Sustainability, Iberostar Group
In addition, Iberostar Group has also partnered with Expedia Group Media Solutions, the travel advertising platform that connects marketers with hundreds of millions of travelers through the Expedia Group brand, for the "Discover Iberostar" campaign. As part of the campaign, both Iberostar Group and Expedia Group have contributed 85 535€ 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 responsible tourism. Developed by Expedia Group Media Solutions' in-house creative agency, Creative Partnerships, the interactive campaign features stunning imagery and thoughtful information to inspire users to make more informed decisions about how they travel and consider their impact on destinations.
Slowly reviving tourism and driving demand in a deliberate but responsible way can help destinations thrive for both travelers and local communities, and as travelers increasingly make green and sustainable travel decisions, raising awareness of sustainability initiatives can help further differentiate travel brands.
Jennifer Andre, vice president of business development at Expedia Group Media Solutions
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