Puerto Rico hopes to increase tourist arrivals further with series of activities lined up in 2025
Discover Puerto Rico, the official Destination Marketing Organisation (DMO) of the territory of the United States located in the Caribbean Sea has announced a record-breaking year for Puerto Rico’s tourism industry in 2024.
In a press statement, Discover Puerto Rico says that fuelled by innovative collaborations and strategic efforts, Puerto Rico experienced a steady growth in air travel, lodging, and employment within the leisure and hospitality sectors.
The statement adds that Puerto Rico reached new heights across key tourism indicators in 2024, cementing a fourth consecutive record-breaking year, underscoring the Island’s appeal as a must-visit destination and highlighting the vital role of tourism in driving economic development.
It says that Luis Muñoz Marin International Airport, the principal airport on the island, experienced record growth in 2024 with over 6.6 million passenger arrivals. This is over 518,000 more passengers and an 8 pc increase vs. 2023. The island also saw nearly 7.3 million room nights booked, an increase of 7 pc compared to 2023.
The DMO adds that with growth in tourism, Puerto Rico also achieved a record 101,700 leisure and hospitality jobs by November 2024, a 5 pc increase over the previous year, as reported by the Bureau of Labour Statistics.
The statement adds that the incoming visitors used not just air as a way to travel to the island, which also registered over 1.4 million cruise passengers arrivals at San Juan Cruise Port in 2024, marking a 10 pc increase from 2023.
“Puerto Rico’s tourism industry has reached new heights in 2024, solidifying our position as a leading global destination. This milestone year reflects not just the appeal of the island’s vibrant culture and natural beauty, but the tireless dedication of our team and partners who have embraced innovative strategies to elevate Puerto Rico’s profile. As we set our sights on 2025, we are focussed on sustaining this momentum and continuing to inspire travellers around the globe to visit our Island,’’ says Leah Chandler, CMO, Discover Puerto Rico.
Leah Chandler
The statement adds that Discover Puerto Rico’s 2024 success was elevated by strategic collaborations with leading brands and media outlets, positioning the organisation as a pioneer in destination marketing.
In March 2024, Discover Puerto Rico unveiled an evolved ‘Live Boricua’ campaign, deepening its focus on the unique Puerto Rican way of life. According to annual surveys conducted by Strategic Marketing Research & Insights, the destination achieved consistent progress between 2018 and 2024 as positive perception of Puerto Rico increased from 38 pc to 48 pc, familiarity with the destination grew from 34 pc to 45 pc, and the likelihood of visiting soared from 15 pc to 25 pc. Such substantial growth is a rarity in the travel industry, underscoring Puerto Rico’s rising appeal among travellers.
To celebrate the 70th anniversary of the iconic Piña Colada, Discover Puerto Rico partnered with Van Leeuwen Ice Cream to create a custom ice cream flavour that brought the Island to consumers in a fun and unexpected way. Free scoops were handed out from a truck at three New York City locations on Piña Colada Day, while pints sold out in two weeks—surpassing expectations. This collaboration highlighted Puerto Rico’s culinary influence and kept the destination top of mind, showcasing its culture and flavors to a wider audience.
“Puerto Rico’s tourism growth is a testament to the transformative power of bold marketing and strategic partnerships. By authentically amplifying the island’s vibrant culture and embracing the latest technologies, we have ignited a new wave of travellers while setting a groundbreaking standard for how destinations connect with audiences on a deeper, more meaningful level,’’ adds Chandler.
The tourism promotion organisation adds that as it continues to prioritise forward-thinking strategies and conscious travel, 2025 promises to build on the remarkable achievements of 2024. This year, the destination anticipates the introduction of more direct flights from cities across the United States., including a direct route from San Antonio starting in March 2025, a variety of new hotel openings, including those catering to the luxury market and the inaugural Puerto Rico Wine and Food Festival, which will showcase the island’s world-class culinary talent.
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