Discover Puerto Rico consolidates Colombia as its main Latin American market

What are Discover Puerto Rico's expectations and objectives at ANATO 2026 and in the Latin American market?

ANATO is an extremely important event for us. Currently, Colombia is Puerto Rico's most important market in Latin America, with an 80% increase in passenger arrivals to the island. Furthermore, in 2025, Puerto Rico became the most sought-after non-traditional destination for Colombians, which excites us greatly. We are here to solidify and strengthen these relationships, but also to showcase ourselves to other markets in the region where we will gradually continue to promote ourselves.

Puerto Rico is in fashion. What new things can tourists find when they arrive on the island today?

We're promoting new properties, like a new Hilton hotel in Ponce. But beyond the infrastructure, we're very focused on experiences. We offer options for different budgets: from more conservative choices to premium alternatives. There are farm-to-table culinary experiences, tours of distilleries and breweries, and visits to haciendas and coffee farms. The focus is on allowing travelers to personalize their stay according to their interests and needs.

We are also strongly promoting the decentralization of tourism. We invite you to visit San Juan, of course, but also to explore the Northwest, the central mountain region, and the South, with Ponce as a cultural hub and the birthplace of salsa.

How are these new tourism segments and products being developed?

We rely heavily on data. We analyze traveler profiles, what they're looking for, and what trends are emerging. Based on this information, we organize our offerings and develop new proposals. We also foster internal collaborations between hotels, restaurants, chefs, mixologists, and local producers. These partnerships allow us to create innovative products and enrich the visitor experience.

How do they manage the promotion of the different regions of the island so that they all have international visibility?

We work very closely with the communities and municipalities. We always consult with them about their infrastructure, what they can offer, and how they want to position themselves. Each region has its own voice, and we collaborate to amplify it and achieve greater exposure. The goal is for travelers to reach different areas of the island and not concentrate on just one place.

What role does community development play in the tourism strategy?

Once we identify a community project or an attractive product, we work alongside the provider or community to give them the tools they need to strengthen their businesses and promote themselves through us. We invite them to participate in international events, activations, and press trips. It's an ongoing collaborative effort that aims to empower communities and ensure that the economic benefits of tourism are broader and more sustainable.

The final message seems to point to an authentic experience, beyond the resort.

Absolutely. We want travelers to understand that Puerto Rico is an easy destination to explore. The island has good road infrastructure, and renting a vehicle allows you to freely explore the south, southwest, central region, and other hidden gems. We invite you to experience Puerto Rico authentically, discover new areas, and connect with the local culture.