Discover Puerto Rico DMO - Tourism Industry Growth and Personal Connections
#LiveBoricua - The View of a Resident of Puerto Rico and a Tourism Industry Professional
Coincidentally, Brad Dean and I both arrived in Puerto Rico around the same time, drawn by the island’s dynamic energy and growing opportunities. From the beginning, I was eager to meet him and establish a professional connection, and he was always gracious. Over the years, I had the opportunity to sit down with him multiple times, exchanging insights on the evolving tourism landscape. We also crossed paths at conferences and industry events, strengthening our connection through thoughtful discussions. Our professional relationship flourished primarily through LinkedIn, a testament to the power of digital networking in an industry driven by collaboration and innovation.
I've witnessed firsthand the transformative developments that have elevated Puerto Rico's status as a premier global destination. The future holds even greater promise as the island continues to build upon its successes.
Brad Dean served as CEO of Discover Puerto Rico (DMO) for the past seven years and accepted the same executive role at Explore St. Louis, effective Feb. 17.
Unprecedented Growth in Key Tourism Sectors
In 2024, Puerto Rico achieved significant milestones across various tourism sectors. Luis Muñoz Marín International Airport welcomed over 6.6 million passengers, marking an 8% increase from the previous year. Lodging demand also saw a 7% rise, with nearly 7.3 million room nights booked. The leisure and hospitality sector expanded by 5%, reaching a record 101,700 jobs by November 2024. Cruise tourism flourished as well, with more than 1.4 million passengers visiting the San Juan Cruise Port—a 10% uptick from 2023.
Strategic Initiatives Fueling Success: The "Live Boricua" Campaign
The "Live Boricua" campaign, launched in March 2024, deepened its focus on the unique Puerto Rican way of life. Created in collaboration with local director Luis Gerard and photographer Stephanie Segarra, the campaign featured an all-Puerto Rican cast and crew, highlighting authentic experiences such as exploring El Yunque, dining with chef Mario Pagán in Condado, enjoying Luquillo Beach, and dancing at La Factoría in Old San Juan.
Technological advancements played a pivotal role in enhancing the visitor experience. Collaborations with leading tech brands led to the launch of AI-driven solutions aimed at improving targeted marketing and streamlining trip planning. For instance, partnering with Anoki allowed the destination to connect with modern streaming audiences by analyzing on-screen content and targeting ads accordingly.
Elevated Global Presence Through Media Partnerships
Discover Puerto Rico's success was further amplified by strategic collaborations with leading media outlets and platforms, positioning the organization as a pioneer in destination marketing. Partnerships with TIME Magazine at the TIME100 NEXT Gala and Forbes' New Icons event showcased Puerto Rico's cultural vibrancy to influential audiences. Additionally, a collaboration with Atlas Obscura produced a four-part audio series exploring the island's cultural roots and global impact.
Cruise Tourism: A Resilient Comeback
The cruise sector demonstrated remarkable resilience, with over 1.4 million passengers visiting the San Juan Cruise Port in 2024—a 10% increase from the previous year. Discover Puerto Rico launched its first campaign specifically designed for the cruise industry, utilizing dynamic video content and targeted digital marketing efforts to position the island as a premier cruise destination.
Culinary Innovations and Cultural Celebrations
In celebration of the 70th anniversary of the piña colada, Discover Puerto Rico partnered with Van Leeuwen Ice Cream to create a custom flavor. Free scoops were distributed in New York City on Piña Colada Day, and pints sold out in two weeks, exceeding expectations. This collaboration reinforced Puerto Rico's culinary influence and expanded its presence beyond traditional tourism marketing.
Looking Ahead: 2025 and Beyond
“Building on the momentum of 2024, Puerto Rico is poised for continued growth in 2025. Plans include expanding direct flight options from U.S. cities, with a new route from San Antonio launching in March. The island will also see a variety of hotel openings, including those catering to the luxury market. The inaugural Puerto Rico Wine and Food Festival is set to debut, showcasing the island's world-class culinary talent.”
Statement by the Website, News is My Business
Reflecting on the past seven years, it's evident that Puerto Rico's tourism industry has not only rebounded but thrived, setting new records and redefining its global image. As we look to the future, the island's commitment to innovation, cultural authenticity, and strategic growth promises to usher in an era of sustained prosperity and global recognition.