Discover Puerto Rico Brings Together Municipal Tourism Directors to Strengthen Partnerships and Destination Promotion
The creation of gastronomic routes that connect multiple municipalities and the exchange of exhibitions and artwork among municipal museums were among the proposals that emerged during the Fourth Municipal Tourism Directors Seminar organized by Discover Puerto Rico.
Held at the Aloft San Juan Hotel in the Convention District, the event brought together directors and staff from the Arts, Culture, and Tourism Offices of municipalities including Trujillo Alto, Fajardo, Ceiba, Vieques, Hatillo, Juana Díaz, Arroyo, Barranquitas, Juncos, Moca, Camuy, and Arecibo, among others.
The seminar is part of Discover Puerto Rico’s efforts to strengthen collaboration between the Destination Marketing Organization (DMO) and municipalities, while also fostering partnerships among the municipalities themselves to continue advancing tourism development across the Island.
“The most important thing is collaboration—not only between Discover Puerto Rico and a particular municipality, but among the municipalities themselves. A town can recommend activities or attractions in nearby municipalities to its visitors, helping distribute tourism traffic beyond San Juan,” explained Janid Ortiz, Director of Industry Affairs at Discover Puerto Rico.
During the event, DMO staff presented the free tools and services available to support municipal promotion and marketing efforts, particularly those aimed at strengthening their digital presence. Participants also took part in a collaborative exercise to identify opportunities for joint initiatives and shared information about events that could be incorporated into Discover Puerto Rico’s calendar of activities.
“We hope you take advantage of these tools to strengthen your digital presence and continue collaborating with us by sharing information about your activities and attractions. In that way, we can continue working together to advance tourism in Puerto Rico,” Ortiz added.
Among the ideas shared during the gathering was the possibility of developing joint cultural projects among municipalities.
“Municipalities with museums can come together to develop collaborations. We can arrange artwork loans and organize different exhibitions in each town through a joint effort,” suggested Michelle Gil Cabral, Director of the Department of Tourism and Cultural Development for Carolina.
Representatives from the municipalities also shared initiatives that have successfully attracted visitors and highlighted their downtown districts. Among them was the monthly event “Ven Pa’l Pueblo,” held on the first Friday of every month in Trujillo Alto.
The initiative transforms the town center into a gathering space for residents and visitors through live musical performances, artisan participation, and support from local businesses.
“People are coming from different towns across Puerto Rico. When you speak with attendees, you hear people from Barranquitas, Carolina, and many other municipalities. We want to continue strengthening this event because it benefits local businesses and also allows people to discover the services and establishments available in our town,” said Edgardo Díaz Torres, Director of the Office of Education, Arts, Culture, and Tourism of Trujillo Alto.
The official also highlighted the tourism potential of natural resources such as the Carraízo Dam and its surrounding area.
“We have several projects we want to develop around the Carraízo Dam and its lake. The nature we have in Puerto Rico is a powerful element for awakening the senses. I congratulate you on the approach of the new ‘Awaken Your Senses’ campaign; I loved it and believe it opens many opportunities to develop new experiences,” Díaz Torres added.
Representing Discover Puerto Rico at the seminar were Fernando Rodríguez, Chief Financial and Government Affairs Officer; Janid Ortiz, Director of Industry Affairs; Cecilia Rodríguez, Research and Statistics Manager; Karinna Sostre, Marketing Director; and Suanette Guadalupe, Media Relations Coordinator.