SAN JUAN, – Discover Puerto Rico, the island’s first-ever Destination Marketing Organization (DMO), celebrates its one-year anniversary, announcing that tourism is the strongest it’s ever been, as the destination tracks towards a record-breaking year. Year-to-date revenue is the highest in the island’s history, with $445 million reported through May.
The island has received 1.67 million visitors across the San Juan, Ponce, and Aguadilla airports in the first few months of this year, the highest number of airport arrivals in the January/April time-frame in the island’s history.
“Despite the World Travel & Tourism Council (WTTC) estimating a recovery between 2021-2022, and New Orleans taking eight years to get back to pre-Katrina levels, we set an aggressive goal to fast-track the visitor economy at a record pace, for the benefit of local communities,” said Brad Dean, chief executive officer (CEO) of Discover Puerto Rico.
Given inconsistent branding through the years, Discover Puerto Rico repositioned the brand. They developed a new brand identity, and launched a research-based marketing strategy, along with a new brand campaign, a move that has already yielded results and will yield even greater long-term impact.
Discover Puerto Rico is more strongly connecting with travellers online. A new website, revamped approach to driving social media engagement, and strong digital ad performance, are proving effective.
Since launch, traffic to the new website is up 128 percent. Since then Discover Puerto Rico has seen nearly 40,000 referrals to local businesses and points of interest.
The organization took a very weak pipeline of sales prospects and injected strong interest to propel Puerto Rico as a leading force in the space, as the they elevate the Island’s status as the most technologically-advanced destination in the Caribbean, offering ease of traveling, combined with unparalleled culture and diverse natural offerings. As a result leads-generated and contracted events are the highest they have been in five years while requested and contracted rooms are also at an all-time high.
Discover Puerto Rico estimates over $92 million in economic impact, with groups already signed and another $288 million in potential impact from opportunities in the pipeline.
“We’re thrilled to report that Puerto Rico’s tourism is the strongest it’s ever been. However, this is just the first step. Our ultimate objective is to put the transformative power of travel to work in Puerto Rico, by doubling the visitor economy, and continuing to benefit the Island’s residents and businesses. It’s critical to ensure we have the right resources to continue this momentum,” said Dean.
The Island’s rich culture, cuisine, history, arts, music, and dance are unparalleled. It’s an Island filled with natural wonders, including the only tropical rainforest in the US Forest Service, El Yunque National Forest, and three of the world’s five bioluminescent bays.
The island has also become a hotspot in the Caribbean for the LGBTQ+ community with a culture of inclusivity, and a variety of attractions and nightlife.
And, with growing hospital developments on the island, and the benefit of recovery in a tropical climate, the medical tourism sector will also be one of growth in the future.
Among Puerto Rico’s numerous and exciting future endeavours, are the 500-year anniversary of San Juan, with cultural events beginning in Fall 2019, the opening of District San Juan, a five-acre hospitality and entertainment district, destined to be the most vibrant in the Caribbean, and being named the host destination for the upcoming World Travel and Tourism Council (WTTC) 2020 Global Summit.