TORONTO — Iberostar is marking 20 years in Mexico with a major investment in the destination that includes a new 13-storey tower at its Cancun resort complex by 2019, as well as a new hotel in Los Cabos and a second Iberostar hotel in Litibu near Punta de Mita.

Media representatives including Travelweek’s sister publication ProfessionVoyages.com are at the Iberostar Grand Hotel Paraiso in Riviera Maya this week, to take in Iberostar’s anniversary event celebrating 20 years in Mexico.

The new 13-storey tower in Cancun will open by 2019, says the hotel company, known for its four and five-star all-inclusive hotels. The new tower will be located steps from the sea and will feature 154 luxury suites overlooking the turquoise waters along the shoreline, plus a new bar, restaurant and pool. The new restaurant will have a capacity for 232 people and will serve buffet-style breakfast and lunch, as well as a la carte dining in the evening hours.

Iberostar’s Los Cabos property, with more than 43 million square feet and 1.24 miles of beach front in Zacatón, was bought in November 2017.

Iberostar hosts more than half a million travellers to Mexico every year.

“We are very delighted and grateful to celebrate this meaningful milestone and to have been able to provide great life experiences to millions of visitors over the years,” says Aurelio Vazquez, COO at Iberostar Group. “We are as committed to Mexico as the first day and proud of our contribution to tourism in the destination, which is preferred by so many travellers at a global level, and we look forward to many more decades of partnership and growth.”

In 1997 Iberostar built its first hotels in Playa del Carmen: Iberostar Tucan and Iberostar Quetzal. The brand later acquired and opened the Iberostar Cozumel in 1999.

In 2001 Iberostar kicked off its Iberostar Playa Paraiso Golf and Spa Resort project, which for almost a decade would include new hotel property construction beginning with the Iberostar Paraiso Beach and the Iberostar Paraiso del Mar.

The brand continued to build additional hotel properties throughout the first half of the decade, including its third hotel in the Paraiso complex, the Iberostar Paraiso Lindo (2003), followed by the Iberostar Paraiso Maya (2005), and finally the Iberostar Grand Paraiso (2007). The completed construction includes a shopping plaza, convention centre, an 18-hole golf course and spa facilities.

In 2012 Iberostar opened Iberostar Cancun. And in 2013 it opened its first property on the Pacific Coast, the Iberostar Playa Mita in Riviera Nayarit.

The company says its investment into the development of Mexico’s tourism industry now exceeds US$775 million dollars.

Iberostar undertook a realignment of its branding earlier this year, regrouping its hotels in three segments: city hotels, ocean resorts and Iberostar Heritage, a newly created category that includes classic hotels steeped in history and tradition. Iberostar hotels with the ‘Grand’ distinctive are the brand’s luxury category and are present in all three of the new segments.

Iberostar says it will further strengthen its position in the high-end hotel segment with its ongoing differentiation strategy covering four key elements: locations, gastronomy, service and a focus on people.