Discover Puerto Rico Presents Marketing Plan
Number of Hotel Reservations Exceed Same Period Before Pandemic
SAN JUAN — Discover Puerto Rico said the island has evolved as a tourism destination despite recent natural disasters and the COVID-19 pandemic through “innovation, collaboration, research and application of best marketing practices.”
On Thursday, Puerto Rico’s destination marketing organization (DMO) presented indicators of travelers picking the island as a vacation spot, as well as a strategic marketing plan that “shows the power of marketing in positioning the island as one of the most attractive tourism destinations in the world.”
“Despite being affected by natural disasters and an unprecedented pandemic, Puerto Rico has become an example of tourism resilience and recovery,” said Brad Dean, CEO of Discover Puerto Rico.
The 109-page report presents a roadmap that explains how the DMO has led the growth of the island’s visitor economy and tourism brand, based on market trends and tourism and hospitality resources.
Citing official statistics, the organization said Puerto Rico has had more hotel reservations for eight consecutive weeks than the number reached two years ago. Meanwhile, hotel reservations stateside for the same period are below 7.5 percent, on average.
“Discover Puerto Rico’s current bookings through the end of the fiscal year surpassed the 2019 record with a total economic impact that exceeded $9 billion,” the DMO said.