Redefining luxury in Ibiza: A conversation with Nuria Moreno
- Jul 15
- 5 min read
From 22–25 September 2026, Journeys Ibiza Luxury Edition will once again bring together leading luxury travel advisors from North America and Europe, alongside a carefully curated community of global luxury travel suppliers, for four days of meaningful business connections and unforgettable experiences.
As Host Destination, Ibiza Luxury Destination plays a key role in showcasing the very best of the island. We spoke with Nuria Moreno, President of Ibiza Luxury Destination, about what makes Ibiza unlike anywhere else in the Mediterranean, how luxury travel continues to evolve, and why the island provides the perfect setting for lasting relationships within the global travel industry.
For those who may not yet be familiar with Ibiza Luxury Destination, how would you describe the organisation and its mission?
Ibiza Luxury Destination is the luxury travel club of the Ibiza Tourism Promotion Board, bringing together businesses that share a commitment to excellence and a common vision for the island's future.
Our mission is to position Ibiza as one of the world's leading destinations for exceptional experiences by promoting a tourism model built on quality, innovation, sustainability and close collaboration between the public and private sectors.
We believe Ibiza's greatest strength lies in its ability to inspire, surprise and create unforgettable memories throughout the year. Our role is to showcase an island where hospitality, nature, culture, gastronomy, wellness and authenticity come together, always with respect for our environment and future generations.
Ibiza is famous around the world, but what do you think is the biggest misconception about the island?
For many years, Ibiza has been known primarily for its nightlife, but that is only one part of its identity.
Those who truly discover the island find an extraordinarily diverse destination, home to spectacular natural landscapes, a UNESCO World Heritage-listed Old Town, outstanding gastronomy, charming villages, centuries-old traditions and a deeply Mediterranean way of life.
Ibiza invites visitors to reconnect with nature, culture and themselves. That authenticity is one of our greatest strengths.
Luxury travel has evolved significantly over the past decade. What does luxury mean to you today, and how is Ibiza responding to the changing expectations of travellers?
Today, true luxury is no longer defined by extravagance but by the privilege of experiencing something authentic.
It means having time, enjoying moments of tranquillity, sailing across crystal-clear waters, discovering local cuisine, meeting the people who bring the destination to life and finding meaning in every experience.
Travellers increasingly value privacy, wellbeing, personalisation and, above all, authenticity. They also seek destinations that demonstrate a genuine commitment to sustainability and respect for their natural surroundings.
Ibiza has successfully evolved to meet these expectations by offering unique experiences in a truly magical setting where excellence exists alongside nature, innovation and heritage preservation.
If I had to summarise luxury in one sentence, it would simply be: Luxury is being in Ibiza.
What makes Ibiza such a unique destination compared to other Mediterranean destinations?
The Mediterranean is home to many extraordinary destinations, but Ibiza possesses a personality unlike anywhere else.
Within a relatively small island, visitors can enjoy breathtaking beaches, protected natural reserves, a UNESCO World Heritage Site, world-class gastronomy, wellness experiences, art, music and internationally recognised hospitality. We are also just over two hours from most major European cities.
Yet there is one element that cannot be measured—the island's unique energy.
Ibiza inspires, moves people and creates genuine connections. It is this remarkable combination of nature, history and lifestyle that makes every visit different and leaves people wanting to return time and time again.
Sustainability and authenticity have become increasingly important to travellers. How is Ibiza balancing excellence with preserving its natural and cultural heritage?
Sustainability is fundamental to both the present and the future of Ibiza.
More and more businesses are embracing responsible practices through energy efficiency, responsible resource management, circular economy initiatives, sustainable mobility and the use of locally sourced products.
However, sustainability is about much more than environmental responsibility. It also means protecting our identity—preserving our landscapes, supporting local producers, safeguarding our traditions and celebrating the cultural heritage that defines who we are.
We firmly believe that the island's growth must always go hand in hand with responsibility. Our ambition is to remain an internationally recognised destination while creating a positive impact for both visitors and the local community.
If someone had just three days to experience the very best of Ibiza, what would you recommend they shouldn't miss?
I would encourage them to experience Ibiza from several different perspectives.
Begin by exploring the coastline by boat, discovering hidden coves and enjoying one of the island's unforgettable sunsets. Then wander through Dalt Vila, our UNESCO World Heritage-listed Old Town, where every street tells part of Ibiza's fascinating history.
I would also recommend venturing inland to explore traditional villages, artisan markets and authentic local cuisine prepared with fresh regional ingredients. Make time for wellness too, whether beside the sea or surrounded by nature.
And, of course, no visit would be complete without experiencing Ibiza's world-famous nightlife.
Above all, Ibiza should never be rushed—that is one of its greatest luxuries.
Is there a hidden corner of Ibiza that even frequent visitors often overlook?
The heart of the island remains one of Ibiza's best-kept secrets.
Here you'll discover a peaceful, authentic and deeply Mediterranean Ibiza, where traditional fincas, country lanes, almond and carob groves, and local producers continue to preserve the island's heritage and way of life.
Even those who have visited Ibiza many times are often surprised to discover this quieter side of the island.
Journeys brings together some of the world's leading luxury travel advisors, suppliers and destination partners. Why do you think Ibiza is the perfect setting for building meaningful relationships within the industry?
Because Ibiza has an extraordinary ability to inspire and connect people.
Its spectacular surroundings, exceptional tourism offering and the warmth of its hospitality create the ideal environment for sharing ideas, building trust and developing long-lasting professional relationships.
Journeys also allows industry professionals to experience Ibiza from the inside. Once someone has truly experienced the island's essence, they gain a far deeper understanding of what they can recommend to their clients.
The strongest relationships are built through shared experiences—and Ibiza provides the perfect setting for exactly that.
As the Host Destination for Journeys Ibiza Luxury Edition, what are you most excited to share with our delegates?
We are excited to showcase an Ibiza that is authentic, innovative and deeply committed to excellence.
We want our guests to discover that we are far more than an internationally recognised destination. We are an island that protects its natural and cultural heritage, embraces sustainability and continues to evolve in order to offer increasingly enriching experiences.
Our hope is that every delegate returns home with a renewed perspective of Ibiza and a desire to share that experience with travellers around the world.
Finally, on a personal note, where is your favourite place in Ibiza to unwind and reconnect with the island?
It's almost impossible to choose just one place because every corner of Ibiza has its own magic.
If I had to choose one moment, it would be sailing along the island's north-west coastline at sunset, watching the light transform the sea and the dramatic cliffs as time seems to stand still.
For me, that moment perfectly captures what Ibiza represents: nature, tranquillity, inspiration and authenticity.
It reminds us that the greatest luxury is not simply visiting an extraordinary place, but feeling that, even for a moment, you truly belong there.
Looking Ahead
As luxury travel continues to evolve, Ibiza remains a destination that effortlessly combines authenticity, innovation and world-class hospitality. Through the vision of organisations like Ibiza Luxury Destination, the island is redefining what modern luxury means—creating meaningful experiences while protecting the people, culture and landscapes that make it so unique.
We look forward to welcoming the global luxury travel community to Journeys Ibiza Luxury Edition and showcasing the very best that Ibiza has to offer.
Comments