Puerto Rico, self – governing Caribbean archipelago and island, an unincorporated U.S. territory boasting a great diversity of ecosystems include dry and rain forests, karst zones,18 mountain ranges and marine habitats, including beaches, coral reefs, salt flats, rivers, lakes, lagoons, mangroves and bioluminescent bays, with great attractions like spectacular waterfalls, tropical jungles and a stunning colonial architectures in many of its cities and town is registering a strong growth in air passengers, demand for accommodation, job creation and with a solid reactivation of cruise tourism.
Discovering Puerto Rico, the Island’ s official DMO, Destination Marketing Organization whose mission is to make the country visible to the world as a premier travel destination created by legislation in 2017 has announced a record year for its tourism industry in 2024 with notable growth in different segments such as air travel, lodging, and employment in the leisure and hospitality sector, an expcetional 2024 that consolidated a fourth consecutive year in tourism metric including :
· Air passenger growth – Luis Muñoz Marin International Airport, previously known as Isla Verde International Airport serving the capital municipality of San Juan and its metropolitan area since 1955 experienced record growth with more than 6.6 million passenger arrivals, representing more than 518.000 passengers and an increase of 8% compared to 2023.
· Demand for accommodation – In the hospitality sector, nearly 7.3 million nights booked according to STR, short – termal rentals also known as vacation rentals or transient rentals and AirDNA data recorded a 7% increase from 2023.
·
Job creation – A record of 101.700
jobs was recorded in the leisure and hospitality sector by November
representing a 5% increase than the previous year, according to the Bureau of
Labor Statistics analysis.
· Solid reactivation of cruise tourism – In this segment more than 1.4 million cruise passengers visits to the the San Juan cruise port in 2024 were recorded, representing s solid reactivation in this segment with a 10% increase over 2023.
The CMO of Discover Puerto Rico, Leah Chandler said that Puerto Rico’ s tourism industry has reached new eights in 2024 cementing its position and consolidating itself as a leading global destination and that this historic year reflects not only the appeal of the Island’s vibrant culture and natural beauty, but also the tireless dedication of Discover Puerto Rico team and partners who have adopted innovative strategies to raiseh Puerto Rico’s profile.
Looking ahead to 2025, the main target is focusing on maintaining this momentum and continuing to inspire travellers from around the world to visit Puerto Rico.
The success of Discover Puerto Rico in 2024 was driven by strategic collaborations with leading brands and media outlets, positioning the organization as a pioneer in destination marketing that included :
· Viva Boricua Evolution Campaign - An evolved campaign that deepens its focus on the unique Puerto Rican lifestyle enhancing the image of the destination.
· Technological advances - Various strategic collaborations were established with leading technology brands such as Anoki, Clicktripz and utilization of Time Square’s new three - dimensional billboard capability.
· Impactful media partnership – These partnership that aim to enhance the image of Puerto Rico include Time magazine, famed American news magazine based in New York City, and Forbes, renowned U.S. business magazine headquartred in Jersey City, New Jersey, along with Atlas Obscura, American – based travel and exploration company, the definitive guide to the world’s Hidden wonders, which creates a four – part audio series that explores the island’s cultural roots and global influence.
· Captivating cruises – The first cruise specific promotion with a data – driven strategy that raise Puerto Rico’s profile and image as a premier cruise destination.
· Beyond tourism – To celebrate the 70th anniversary of the iconic Piña Colada, famous, tropical cocktail, a blend of rich coconut cream, white rum and tangy pineapple partnered with Van Leeuwen Ice Cream founded in NYC by brothers Ben and Pete Van Leeuwen and Laura O’ Neill, to create a custom ice cream flavour. Free portions were handed out from a truck at three locations in New York City on Piña Colada Day, while pints sold out in two weeks.
The CMO of Discover Puerto Rico said that the growth of tourism in Puerto Rico is a testament to the transformative power of bold marketing strategies partnership. By authentically amplifying the island’s vibrant culture and embracing the latest technologies, Discover Puerto Rico sparked a new wave of travellers while also setting an innovative standard for how destinations connect with audiences on a deeper and more meaningful level.
As the Destination Marketing Organization continues to prioritize forward – thinking strategies and conscious travel, 2025 promises to build on the remarkable achievements of last year.
This year, Puerto Rico destination anticipates the
introduction of more direct flights from cities across the United States of
America, a variety of new hotel openings, including those in the luxury market,
and the inaugural Puerto Rican and Food Festival showcasing the island’s world
– class culinary talent will elevate the Caribbean island as a relevant destination.
Link - https://www.expreso.info/noticias/internacional/104897_discover_puerto_rico_celebra_un_2024_de_record
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