Conversemos Juncos Drives Collaboration and Growth Among Local Partners
Setting aside egos and working together to achieve both individual and industry-wide success was the message that resonated most among participants at the latest Conversemos session, hosted by Discover Puerto Rico at Hacienda Campo Escondido in Juncos.
Conversemos is a series of seminars that Discover Puerto Rico brings to municipalities across the Island to educate industry partners on the organization’s role and provide access to free tools designed to strengthen their digital presence—both on Discover Puerto Rico’s official website and across their own platforms. More importantly, these sessions create a space where industry members can connect, share insights and challenges, and build meaningful collaborations.
That collaborative spirit was one of the most notable aspects of the Juncos event. During a discussion on how businesses can engage with destination marketing efforts, Carlos Borges, a representative of Empresas Muñoz (Hacienda Muñoz, Hacienda Muñoz Agro, and AAMS Film Studio), emphasized that success depends on collaboration among businesses.
“Networking works when we set our egos aside,” Borges said, recalling a past experience in which he proposed joint promotion among nearby businesses—an idea that was not initially well received by some.
“At one point, we suggested that several businesses promote each other, but some resisted because they saw others as competition. The reality is that each business attracts different audiences; what matters is generating traffic to the area,” he added.
In contrast, Borges highlighted the openness and willingness to collaborate that defined the Juncos event.
“I really enjoyed the event because it creates networking opportunities. In this industry, we cannot think we are operating alone—we need collaboration to move forward,” he noted.
Another participant who shared this perspective was Luis Mantero of Rum Caray and El Tenedor restaurant. Attending Conversemos for the first time, Mantero explained that he saw an opportunity to connect with Discover Puerto Rico and leverage its reach within the global tourism market.
“I saw an opportunity to connect with Discover Puerto Rico, given its global reach, and explore ways to attract visitors interested in both gastronomy and the history of rum in Puerto Rico,” he said.
However, he noted that the experience exceeded his expectations.
“I was impressed by the technological tools available to promote businesses. I didn’t realize there were so many accessible platforms to increase our individual visibility. This allows us to reach more people and strengthen our promotion. Additionally, networking with other businesses opens opportunities for collaboration and learning,” he added.
He also highlighted the broader economic impact of tourism on local communities.
“This is essential. A visitor doesn’t spend in just one place—they stay for several days and visit different businesses. That creates an economic chain within the town that benefits all of us,” he said.
Juncos Mayor Alfredo “Papo” Alejandro Carrión also participated in the event.
Initiatives like this reinforce Discover Puerto Rico’s role as a facilitator of connections within the industry, while empowering local businesses with tools, knowledge, and a network that supports their growth. Beyond the information shared, Conversemos continues to establish itself as a space where collaboration moves from concept to action—strengthening the destination’s overall competitiveness.