70 years of Iberostar: a story guided by the same star |

Some stories begin with a single decision. Others, over time, become a way of seeing the world.

The story of the Iberostar Group began 70 years ago, when Don Lorenzo Fluxà set a new course in tourism with the acquisition of Viajes Iberia, a small network of travel agencies. That initial instinct did more than mark the Fluxà family’s entry into the travel industry. It also set in motion a way of understanding travel rooted in closeness, service, and trust.

Since then, a star has guided the way. A symbol of direction. A reminder of where it all began. A way of moving forward without losing sight of what has always defined the Group: people, quality, and care for each destination.

From a small network of agencies to an international vision

In 1956, it all began with Viajes Iberia. Shortly after, in 1961, the family opened its first hotel: Hotel Flamingo, in El Arenal, Mallorca. It was one of the first properties to reveal the tourism potential of an area just beginning to discover its future by the sea.

In 1962, Miguel Fluxà joined the family business and took on the development of an industry that was still in its early stages. His vision, perseverance, and ability to read the current trends were key in transforming that initial instinct into an integrated tourism group.

First came new hotels in Mallorca. Then strategic partnerships, inbound services, tour operations, and an international presence. Tourism was no longer just a business. It became a long-term project.

Growing without losing the essence

In the decades that followed, Iberostar continued to expand its horizons. The company strengthened its presence in Spain, opened new paths in the Canary Islands, and began building an increasingly complete tourism structure.

In the 1980s, the Iberostar brand began to take shape as the Group’s hotel identity. Projects such as Iberostar Playa de Muro and Iberostar Lanzarote Park marked a new phase, defined by ambition, continuous learning, and the pursuit of a distinctive approach.

That momentum carried the Group beyond its borders. In 1993, Iberostar crossed the Atlantic with the opening of Iberostar Bávaro in Punta Cana. The Caribbean became a new chapter in the story, followed by Mexico, Cuba, Brazil, Jamaica, and other destinations that broadened the company’s global outlook.

A way of caring

If anything has remained constant over these 70 years, it is a very specific understanding of quality. Not only as excellence in service, but as care for people. For those who travel. For those who work. For the communities that host each project. For the destinations that make every experience possible.

Travel, ultimately, is a relationship with the places we visit. For Iberostar, protecting what makes each destination unique, from its coasts and ecosystems to its communities, is not separate from the guest experience. It is what makes it possible today and for the decades to come. This conviction takes shape through Iberostar Wave of Change, the movement that drives the Group's sustainability strategy and its commitment to ocean protection and circular economy.

In this process, Gloria Fluxà has played a key role in consolidating this vision within the Group. As Vice-Chairman and Chief Sustainability Officer, she has contributed to embedding sustainability in decision-making and in the way Iberostar approaches its growth and its relationship with destinations.

The new generation and the future of the Group

In 2005, Sabina and Gloria Fluxà formally joined the family business. From that point on, the Group entered a new phase defined by continuity, professionalization, and an increasingly global perspective.

In 2017, Sabina Fluxà became Vice-Chairman and CEO of the Group, strengthening the leadership of the fourth generation of the family. That same spirit of evolution was also reflected in the revival of the travel division with World2Meet and in the reorganization of Iberostar Beachfront Resorts into three segments: Iberostar Waves, Iberostar Selection, and JOIA by Iberostar.

Today, the Iberostar Group is structured around two main divisions, hotel and travel, united by a shared culture. A culture that sees tourism as a way to create value, connect people, and contribute to destinations with respect.

70 years of experience. And a story that continues

As we celebrate 70 years, we look back on the journey to better understand the path ahead.

From Don Lorenzo Fluxà’s bold decision to the global project Iberostar represents today, the Group’s story has been shaped by vision, perseverance, and the ability to evolve without losing its essence. By a way of traveling that is closer, more human, and more mindful. By a way of growing that never forgets where it comes from.

The star is still there, guiding the way and reminding us that every new destination, every hotel, every journey, and every experience is part of a shared story.

70 years of experience. And, in truth, everything is still to be written.