Within the framework of the International Tourism Fair (Fitur) held at IFEMA Madrid, Ibiza Luxury Destination (ILD) presented an innovative proposal that seeks to redefine the concept of luxury. With a focus on sustainability, authenticity and respect for the island’s traditions, ILD is committed to transformative experiences that transcend exclusivity.
The new approach has behind Cynthia Sonvico, a young professional of French origin who has been living in Ibiza since 2019 and currently runs the agency The January Studio, specialized in communication and branding. In an interview with La Voz de Ibiza, Sonvico explains how the creative process has been to build the new narrative of the Ibizan club: “The concept of luxury has a historical weight associated with opulence and ostentation, but with ILD we saw the opportunity to give it a twist. We set out to redefine luxury as excellence that respects local identity and has a positive impact on both visitors and the island”.
Transforming luxury: from exclusivity to authenticity
Sonvico says that the work began with strategic meetings with ILD, where the club’s core values were redefined. “We defined that luxury, in addition to excellence, should mean sustainability, environmental and social responsibility, and, of course, authenticity. Ibiza is not only an exclusive destination, it is a place where tradition and modernity coexist. That duality is what we wanted to highlight”. The process did not involve a radical visual change, but a transformation in the message that ILD communicates to the world. “It’s about highlighting the essence of Ibiza: its ability to offer unique experiences, where refined leisure and sustainability complement each other. For example, incorporating practices such as kilometer 0, plastic free and respect for local culture reinforces this new narrative,” he adds.
The importance of emotions
For Sonvico, one of the key pillars of the new narrative is the emotional connection. “When a visitor comes to Ibiza, what they really take away are not just moments, but transformative emotions. We want luxury to translate into authentic experiences, in places that respect the island’s identity and connect travelers to its essence. This, in addition, creates a more conscious and purposeful tourism “. With this renovation, Ibiza Luxury Destination reaffirms its position as a leader in luxury tourism with purpose. “Luxury in Ibiza is not only fun and sophistication, it is also responsibility. This proposal seeks to mark a path towards a more respectful tourism, which celebrates the authenticity of the island and leaves a positive footprint on those who visit and those who live there,” concludes Sonvico.
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