Discover Puerto Rico Presents Its Annual Report for Fiscal Year 2024–2025
On June 30, 2025, Discover Puerto Rico presented its Annual Report for Fiscal Year 2024–2025, in compliance with Law 17-2017, known as the “Act for the Promotion of Puerto Rico as a Destination.”
The report outlines the results of all marketing, communications, and sales efforts carried out during the period, including advertising campaigns, promotional initiatives, public relations, and destination services, as well as the economic impact these efforts generated for the Island.
“The numbers that mark milestones for us as an organization are very important, but this report is also important for Puerto Rico because it shows how the funds we manage are being invested,” said Emma Rosado, Senior Marketing Manager at Discover Puerto Rico.
The report confirmed that the tourism industry remains strong, not only sustaining positive results but also increasing key metrics such as jobs created, number of visitors, and organizational return on investment.
“We’ve seen substantial growth in the industry, and it’s a sector people want to work in,” Rosado emphasized.
In terms of visitor arrivals, Puerto Rico received 7,486,000 tourists, representing a 10.4% increase. This growth reaffirms the effectiveness of the Island’s marketing strategies and their focus on ideal markets.
“This shows that the Live Boricua campaign is delivering the right message to the right audience — we’re not selling a fridge to an Eskimo; we’re attracting the right market,” Rosado added.
Another outstanding result is the organizational return on investment, which revealed that for every dollar invested in marketing and advertising, the Island received $72, a 24% increase compared to the previous fiscal year.
The report also highlights the health of the Puerto Rico brand, which achieved its best results since tracking began in 2018. Positive perception and familiarity with the destination rose by 12 points, while the likelihood to visit increased by 11 points.
“In these types of brand metrics, it’s typical to grow by 2 to 3 points over five years. We not only achieved that — we reached a 10-point increase in just five years, and we continue to grow. The Live Boricua campaign has been effective in showcasing the Island’s attributes beyond its beautiful beaches, leading to these strong results,” Rosado explained.
The Discover Puerto Rico Annual Report FY 2024–2025 is available on the organization’s official website: www.discoverpuertorico.com.