As one of the world’s largest and fastest-growing industries, tourism holds significant power to influence local economies and environmental conservation.
To promote the social and economic development of local communities in the destinations where we operate, Iberostar Foundation has formed a strategic partnership with Planeterra.
One of the most notable projects from this collaboration takes place in Morocco at the Iberostar Founty Beach hotel, where the tradition of argan oil becomes a highlight of the tourist experience. Interested in learning more about this initiative?
The partnership between Iberostar Foundation and Planeterra aims to provide community tourism experiences to over 955,000 travellers, involve 35 communities, and enhance the lives of more than 13,000 people through 36 community tourism projects planned up to 2030. This ambitious programme focuses on fostering social and economic development in the communities where Iberostar is present, while simultaneously protecting their ecosystems.
In the heart of Morocco, specifically in the Agadir region, lies Toudarte Women’s Agricultural Cooperative. Founded in 2004, Toudarte is a cooperative that produces argan oil. Since its establishment, it has promoted the autonomy and economic development of over 100 women within the community. Through the sale of argan oil and other derived products, these women not only secure a livelihood but also receive literacy classes and medical care, strengthening their role within the local society.
The collaboration with the Toudarte cooperative allows Iberostar Founty Beach to offer its guests a unique and authentic experience that goes beyond the typical tourist package. Every week, the women of Toudarte visit the hotel to share the history and production process of argan oil with guests, offering their products for sale, as well as a window into Berber culture. This interaction enriches our guests’ stay, while also significantly contributing to the local economy and empowering the women that are part of the cooperative.
The project at Iberostar Founty Beach exemplifies how tourism can be a catalyst for the celebration and preservation of local cultures. Guests have the opportunity to learn about Berber traditions, the importance of argan in Moroccan culture, and the economic and social impact their purchases can have. This experience enriches the traveller's perception and fosters more conscious and responsible tourism.
The initiative by Iberostar and Planeterra in Morocco is a clear example of how tourism can and should evolve towards more sustainable and ethical practices. By integrating local communities into the tourism value chain, the quality of life for local residents is enhanced, and the tourist experience is enriched, creating lasting memories and a positive impact on the environment.
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