Puerto Rico accelerates its international projection with record passenger numbers and new investments

During FITUR 2026, Travel2latam interviewed Davelyn Tardi, Director of Public Relations for Discover Puerto Rico, who highlighted the strong moment the destination is experiencing, the growth of the Spanish market, new hotel investments, and international promotion plans for next year.

What are the main new features that Puerto Rico is presenting at FITUR this year?

It's clear that this is the largest exhibit we've ever had at the fair. It's focused on highlighting the island's diversity: not just the beaches, but also the culture and the different regions. We want tourists to feel confident visiting us, renting a car, exploring Puerto Rico, and discovering everything we have to offer.

We are also very pleased that next year we will be a guest partner of the fair, which further confirms the island's current success. FITUR is always an opportunity to reaffirm our commitment to the Spanish market, which is very important to us. We closed last year with 6.8 million passengers, a record number, and have now experienced five years of growth. Furthermore, more weekly flights have been announced, so we will have between 12 and 14 flights per week, allowing us to welcome visitors not only from Madrid, but from all over Spain and Europe, thanks to Iberia's commitment to Puerto Rico.

Puerto Rico is more than just sun and sand. What new hotels and experiences can visitors expect?

In November, a Four Seasons hotel opened in Puerto Rico for the first time, a significant development for the luxury segment. We've also seen the opening of boutique hotels like the Hotel Magdalena in Condado and the wellness-focused Hotel Oasis in Aguada. Additionally, iconic properties like the Wyndham Grand Rio Mar invested approximately $65 million to renovate over 400 rooms.

We're not just talking about hotels, but also new attractions. We continue to expand our culinary experiences, such as Ancestral, a cacao experience based on products grown in Puerto Rico. This shows that it's no longer just about staying in a hotel, but about getting out and experiencing the island.

Furthermore, Puerto Rico has become a cultural and events mecca. Bad Bunny's residency demonstrated the destination's capacity to host major shows. We encourage travelers to check which concerts or festivals coincide with their visit, as this is an authentic way to experience our culture.

What strategy are you preparing for 2026 in terms of international promotion?

We are about to launch a new marketing initiative for international markets. We continue to strengthen key markets like Colombia and are beginning to work more intensively in Mexico as an emerging market. We are also capitalizing on Bad Bunny's world tour to attract visitors from different countries.

We want to educate travelers, especially in markets like Argentina, so they know that even without direct flights, there are options via Panama, Bogotá, or Miami, and that the trip is worthwhile. We want them to understand that Puerto Rico offers a unique experience compared to the rest of the Caribbean.

What makes Puerto Rico different for the Latin American traveler?

The fact that we speak Spanish, that you can rent a car, that there's signage in Spanish, and an easy-to-navigate infrastructure makes travelers feel right at home. Furthermore, the people are a fundamental part of the destination: we're open, we love connecting with visitors, and that comes across.

And of course, our beaches are spectacular, but we also have rivers, forests, and unique landscapes, from El Yunque to the dry forest of Guánica. There are trails, adventure routes, and experiences for all types of travelers.

What would you recommend to a trader when selling Puerto Rico?

I always recommend stays of one to two weeks to really get to know the destination. It's ideal to combine cultural activities, like exploring Old San Juan or taking salsa or plena classes, with adventure experiences, such as visiting El Yunque National Forest or one of our bioluminescent bays.

It's also important to include water activities, such as surfing on the west coast or a visit to Culebra. Puerto Rico allows you to combine very different experiences into a single trip, beyond just lounging on the beach with a piña colada. Those who want to can certainly do so, but ideally, you should discover the island's true heritage.