Discover Puerto Rico says that in recent years, the island has reported peaks in incoming travellers, record revenues and more local tourism employees than ever
Following a record-breaking year for tourism, Discover Puerto Rico, the island’s official Destination Marketing Organisation (DMO) says it is celebrating five years of ‘unprecedented tourism growth’, which has also added to the island’s tourism economy.
In a press statement, Discover Puerto Rico says that in recent years, the island has reported peaks in incoming travellers, record revenues and more local tourism employees than ever. Approximately USD 8.7 billion in revenue was generated by travel and tourism through June 2023, a 63 pc increase from 2018 highs.
More than 5.6 million passengers arrived at Puerto Rico’s Luis Muñoz Marín International Airport in the last fiscal year, an 8 pc increase over FY 21-22. The statement adds that Puerto Rico now employs the most individuals in travel and tourism related jobs ever, over 93,600, a 22 pc increase over the previous high in 2019.
Employment in the leisure and hospitality sector has increased by 12.8 pc compared to pre-pandemic levels, while employment numbers in the U.S. remain 4 pc below when considering the same period.
According to the statement, this development was harnessed by a brand evolution which placed data-backed strategies at the forefront of the island’s marketing efforts.
Its multi-channel marketing tactics and curated campaigns have advanced the Caribbean island to position itself as a destination for leisure, business, and event travel. Discover Puerto Rico was named ‘World’s Most Innovative Companies’ in 2023 by American business magazine Fast Company and won three Emmy Awards for its series ‘Sounds like Puerto Rico’, adds the statement.
Brad Dean
“Despite facing some of the most extreme challenges in recent history, including natural weather events and the Covid-19 pandemic, our team led the travel inspiration that resulted in record-breaking numbers through strategic practices alongside local stakeholders, that drove travellers to the Island when we needed it most,” says Brad Dean, CEO of Discover Puerto Rico.
Discover Puerto Rico says it had adopted a data-driven and agile approach to marketing. This advanced the tourism sector and elevated the Island on a global scale, including global marketing in Canada, the United Kingdom, Spain, Colombia, among others in addition to the domestic market in the United States. As a result, it also propelled economic prosperity for the people of Puerto Rico, it adds.
“I’m beyond proud of our accomplishments and look forward to continuing our visitation growth and further solidifying our standing as a best-in-class Destination Marketing Organisation,” Dean adds.
The organisation says that its creative campaigns, paired with targeted media relations and thought leadership efforts and content through owned channels, have driven massive results for the destination and the DMO.
"
