Discover Puerto Rico strengthens its international strategy at IPW 2025

What were the main objectives of your participation in IPW 2025?

We're here primarily to connect with media and travel agents, share destination news, and strengthen our international promotion strategy. Puerto Rico is a vibrant, diverse island, full of culture, music, and cuisine. IPW always gives us the opportunity to strengthen our relationship with stakeholders promoting the destination, especially in international markets.

Which markets have shown the most interest during this edition?

There are two trendsetting phenomena. On the one hand, the impact of the Bad Bunny phenomenon is generating strong interest from Mexico and Colombia: people who already have tickets to his concerts on the island are looking to extend their stay and enjoy new experiences. On the other hand, markets like the United Kingdom and Canada are showing growing interest in getaways that connect with nature, the beach, and local cuisine. Colombia, Canada, London, and Spain remain our key markets, and Mexico is consolidating its position as an emerging market in 2025.

What new features are you presenting in this edition?

This year, we launched The Green Pass, a new section on our website that promotes sustainable tourism experiences on the island. We want to welcome responsible visitors who respect our communities, learn a little Spanish, and connect with our history and culture. We're also highlighting important renovations like the one at the iconic La Concha hotel, which reopened with a restaurant led by Michelin-starred chef Michael White. We're also promoting the decentralization of tourism, inviting visitors to explore beyond San Juan and discover other municipalities in the country.

What was Puerto Rico's presence like at the event?

We came with a strong and very active delegation. Our space was designed with inspiration from a coffee plantation, and we brought local Gustos coffee. We know everyone associates Puerto Rico with rum, but we also wanted to highlight the excellent coffee we produce. This authenticity is what we like to showcase: from the local products to the warm and friendly service of our representatives. It's part of who we are and what we strive to convey.

What can you tell us about the team behind Discover Puerto Rico?

We are a young organization, seven years old, and we have a team of 60 to 65 people. The majority are Puerto Ricans, and we all share a deep passion for promoting our island. We have marketing, sales, and public relations professionals working from around the world to showcase that Puerto Rico is much more than beaches: it's a unique destination in the Caribbean that invites you to experience it in depth.