Discover Puerto Rico Website Receives Industry Recognition for Excellence
The Discover Puerto Rico website was recognized for the first time with a Silver Adrian Award in the Website – Best of Category category by the Hospitality Sales and Marketing Association International (HSMAI), validating the excellence, creativity, and innovation of the digital team at the Island’s Destination Marketing Organization (DMO).
A panel of judges made up of experts in hospitality, travel, tourism, and media selected Discover Puerto Rico from more than 800 submissions in this year’s competition. In the website category, HSMAI evaluates criteria such as innovation, quality, performance, and user experience, awarding Platinum, Gold, Silver, and Bronze honors.
The 2025 competition theme, Show Us Your Exceptional, aligned with Discover Puerto Rico’s submission titled Innovation with Soul, which stood out for its design, technology, strategic approach, and measurable results. The project reflects a digital transformation that goes beyond providing information, offering an immersive experience that connects users with the Island’s culture, landscapes, and stories.
DiscoverPuertoRico.com is distinguished by the quality of its content and the integration of interactive tools that encourage user engagement. These include an interactive map highlighting iconic attractions such as El Yunque, Los Morrillos Lighthouse in Cabo Rojo, and Las Delicias Waterfall in Ciales; a real-time availability calendar to support trip planning; and an AI-powered chatbot trained to deliver culturally relevant tourism information.
Several of these tools are exclusive to the website, positioning the organization as a digital innovation leader among U.S. DMOs. The platform also incorporates advanced user experience (UX) practices, search engine optimization (SEO), and carefully translated bilingual content that reflects Puerto Rico’s cultural authenticity.
This recognition encourages the digital team to continue innovating and strengthening a platform that benefits both visitors and local industry partners, raising quality standards and promoting an engaging, inclusive, and effective digital experience.
The official HSMAI Adrian Awards ceremony will take place on February 18, 2026, at the New York Marriott Marquis in New York City.