The Journey to Puerto Rico Begins Long Before Boarding a Plane
Long before an event is confirmed or a hotel stay is booked, meetings, conversations, and business development efforts help connect Puerto Rico with decision-makers across the tourism industry. This work is complemented by initiatives on the Island to learn about new projects, maintain relationships with local industry partners, and expand the experiences available to visitors.
Throughout September and October, Discover Puerto Rico participated in a range of initiatives, from business meetings in international markets to engagements with the local tourism industry and announcements of new entertainment experiences.
Connecting with the Meetings and Conventions Market
From September 15–19, the MICE team participated in a Midwest Roadshow across Minnesota and Wisconsin, alongside representatives from El Conquistador, Hyatt, and Fairmont El San Juan Hotel. The itinerary included meetings with buyers from organizations such as HelmsBriscoe, BCD Meetings & Events, and BI Worldwide, as well as opportunities to connect with prospective clients.
These efforts also extended online, where Discover Puerto Rico presented destination updates to 72 BCD Meetings & Events buyers across North America, including information on hotel renovations and upcoming openings.
In Puerto Rico, the Customer Advisory Board brought together 12 members at Hyatt Regency Grand Reserve. The gathering provided an opportunity to share strategic priorities, research findings, and destination updates, while participants offered feedback to help guide future sales efforts.
An Agenda Spanning Multiple Markets
In Latin America, Discover Puerto Rico participated in FIT Argentina alongside the Puerto Rico Tourism Company. Among the key engagements were meetings with representatives from Aerolíneas Argentinas, GOL, LATAM, Copa, and Avianca to explore air connectivity opportunities and potential collaborations in these markets.
In Europe, participation in Brand USA Travel Week U.K. & Europe 2026, held in Amsterdam, included 45 one-on-one meetings with European wholesalers.
Meanwhile, ten Portuguese travel advisors visited Puerto Rico on a familiarization trip organized with Solférias. Their itinerary included hotel site visits and culinary, cultural, and nature-based experiences across the Island.
The Leisure team also participated in the Affluent Traveler Collection Symposium and Travel Market Conference, events that brought together approximately 1,000 travel advisors and industry partners. During these gatherings, Discover Puerto Rico received the Destination Partner of the Year recognition.
From International Markets to Local Communities
Discover Puerto Rico's work also includes engaging directly with the people and businesses involved in the Island's tourism development.
Recently, Discover Puerto Rico CEO Jorge L. Pérez, accompanied by representatives from the Sales, Marketing, and Community Engagement teams, visited Ponce to learn about projects and investments related to the municipality's tourism offerings.
During the visit, the team exchanged perspectives with local leaders and business owners and learned about developments and plans involving the Ponce Convention Center, La Guancha, Hilton Ponce Golf & Casino Resort, Ponce Speedway, Aloft Ponce, and the future Hampton Inn.
The visit offered an opportunity to learn about initiatives taking shape in the region and maintain an ongoing dialogue with industry partners about local tourism development opportunities.
New Experiences Expanding the Destination's Offerings
The agenda also included the announcement of Cirque du Soleil LE LO LAI, an original production inspired by Puerto Rican music, culture, and traditions. The show is scheduled for a 30-performance residency from February 12 through March 21, 2027, at Coca-Cola Music Hall.
The production will tell the story of Miguel, a musician who returns to Puerto Rico and reconnects with his roots through a performance combining acrobatics, live music, and Puerto Rican talent.
Jorge L. Pérez participated in the press conference announcing the production, which will add a new cultural entertainment experience to the Island's tourism offerings.
Beyond the Meetings
From meetings with international buyers to visits across municipalities and the development of new experiences, these initiatives reflect different aspects of the work that helps keep Puerto Rico part of travel planning conversations.
For local tourism businesses and industry professionals, these efforts provide insight into commercial opportunities, projects in development, and new experiences that continue to expand what the destination has to offer.
