Iberostar Strengthens Conservation Through Education

Protecting biodiversity requires community involvement. That belief guided JOIA Aruba by Iberostar, through Aula di Lama (Iberostar Foundation), as it successfully hosted the Shoco Ambassador Training from October 27 to 31, 2025.

Organized in collaboration with Aruba Birdlife Conservation, the free and public training focused on Aruba’s national symbol—the Shoco owl (Athene cunicularia arubensis). The initiative empowered residents, employees, and partners to actively support conservation while fostering harmony between people and nature.

Celebrating Aruba’s National Bird, the Shoco Owl

The Shoco is more than a bird. It represents Aruba’s natural heritage and ecological balance. However, habitat loss and human activity threaten its survival.

During the Iberostar Shoco Ambassador Training, participants gained valuable insight into the owl’s behavior, habitat, and conservation needs. Educators emphasized how small actions can support long-term biodiversity preservation.

According to BirdLife International, community-led education remains one of the most effective conservation tools globally.

Learning Through Awareness and Action

Participants explored actionable ways to protect the Shoco. These included respecting nesting zones, promoting wildlife-friendly development, and supporting conservation projects across the island.

By linking education with responsibility, the training inspired participants to become active guardians of Aruba’s ecosystem.

Showcasing Key Conservation Projects in Aruba

The program highlighted impactful initiatives led by Iberostar in partnership with conservation organizations.

Notable projects included:

• Shoco Sanctuary at Tierra del Sol Resort & Golf by Iberostar
• Shoco Boulevard at JOIA Aruba by Iberostar

These projects demonstrate how tourism development can coexist with biodiversity protection. They serve as living examples of responsible tourism in action.

This approach aligns with recommendations from the Global Sustainable Tourism Council (GSTC), which promotes biodiversity conservation within hospitality operations.

Responsible Tourism as a Conservation Tool

Iberostar proves that tourism can protect nature rather than harm it. By integrating conservation spaces into resort environments, the brand strengthens guest education and environmental responsibility.

This model benefits both wildlife and destination sustainability.

Strong Community Participation Across Aruba

The response to the Iberostar Shoco Ambassador Training exceeded expectations. Nearly 800 participants joined the sessions, including more than 360 employees from JOIA Aruba and Tierra del Sol Golf Course.

This milestone reflects Iberostar’s success in embedding sustainability within daily operations and corporate culture.

Public sessions also welcomed:

• Boardwalk Boutique Hotel team members
• Aruba Marriott Resort & Stellaris Casino representatives
• University of Aruba students
• Local and regional media

Their participation helped amplify conservation awareness island-wide.

Empowering Employees as Sustainability Leaders

Employee education plays a critical role in sustainable tourism. When staff understand conservation goals, they become ambassadors for change.

According to Skift, travelers increasingly favor hotels whose teams actively participate in environmental initiatives. Iberostar’s training strengthens this competitive advantage.

Expanding the Program to New Audiences

The next phase of the program will extend beyond resorts. Iberostar plans to bring the Shoco Ambassador Training to:

• Aruba Airport Authority
• Local schools across the island

This expansion ensures that conservation education reaches students, travelers, and frontline professionals who shape Aruba’s future.

Early education remains vital. Research from UNESCO confirms that environmental awareness in youth leads to stronger long-term sustainability outcomes.

Inspiring Future Conservation Advocates

By engaging schools and public institutions, Iberostar nurtures future environmental leaders. These young advocates will help safeguard Aruba’s biodiversity for generations.

Such efforts further strengthen Aruba’s image as a responsible and forward-thinking destination.

Supporting Conservation Through Symbolic Action

At the end of each session, participants could purchase handcrafted recycled Shoco pins. Proceeds directly supported Aruba Birdlife Conservation.

These pins symbolized each participant’s new role as a Shoco Ambassador. They served as a visible reminder of personal responsibility toward nature.

Small symbolic actions often create lasting emotional connections to conservation efforts.

Community Contributions That Matter

Micro-fundraising initiatives like these help sustain conservation programs. According to WWF, grassroots contributions play a vital role in protecting endangered species.

Through participation and support, the Aruban community actively contributes to biodiversity protection.

Part of Iberostar’s Global Wave of Change Movement

This initiative forms part of Iberostar’s global Wave of Change program.

Wave of Change focuses on:

• Circular economy practices
• Responsible seafood sourcing
• Marine ecosystem protection
• Reduction of single-use plastics

Through education and partnerships, Iberostar aligns local action with global sustainability goals.

This long-term strategy reinforces the brand’s leadership in responsible tourism worldwide.

Sustainability Embedded in Corporate Strategy

Rather than short-term campaigns, Iberostar integrates sustainability into its operational DNA. The Shoco Ambassador Training reflects that philosophy through measurable community impact.

It also reinforces trust among travelers who value ethical and sustainable travel choices.

Why the Shoco Ambassador Training Matters for Aruba

Aruba’s natural beauty defines its global appeal. Protecting biodiversity preserves not only wildlife but also tourism resilience.

The Iberostar Shoco Ambassador Training strengthens:

• Environmental education
• Community participation
• Wildlife conservation
• Sustainable destination branding

These outcomes benefit both residents and visitors while supporting Aruba’s long-term tourism strategy.

Conclusion: Protecting Aruba’s Biodiversity Together

Through education, collaboration, and hands-on engagement, JOIA Aruba by Iberostar continues to lead conservation efforts that truly matter.

The Iberostar Shoco Ambassador Training empowered hundreds of participants to protect Aruba’s national owl while fostering deeper respect for nature.

By inspiring people today, Iberostar helps ensure that Aruba’s unique biodiversity thrives for generations to come.

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