Discover Puerto Rico Reveals Findings from the 2024 Visitor Profile
Puerto Rico continues to stand out as a highly preferred tourist destination, achieving an overall satisfaction rate of 89% among travelers who visited the island in 2024. According to the latest Visitor Profile, commissioned annually by Discover Puerto Rico, nine out of ten tourists expressed feeling “highly satisfied” with their stay.
Additionally, 86% of respondents stated that they plan to return to the Island in the future, while 89% said they would recommend the destination to other travelers.
This study, designed to understand visitor behavior and adjust tourism promotion strategies, identified that interaction with locals, service and hospitality, as well as the variety of available activities, were the main factors contributing to the positive experience of tourists. Both the contact with residents and the service provided in hotels, restaurants, and other establishments received a satisfaction rating of 88%. Meanwhile, the range of recreational activities on the Island achieved an 87% positive rating.
The 2024 Visitor Profile also examined the demographic characteristics of tourists arriving in Puerto Rico. The largest group corresponds to visitors who identify as Caucasian or White, representing 53% of the total. The Puerto Rican diaspora, consisting of people with roots on the Island who reside abroad, accounted for 24% of visitors. Meanwhile, Latinos or Hispanics made up 37% of respondents, African Americans 21%, Asians 4%, LGBTQ+ travelers 9%, and others 5%. Respondents could identify with more than one category.
Among the most common reasons why tourists choose Puerto Rico as a destination, the climate was the determining factor for 49% of respondents. The local culture and the Island’s historical richness also influenced the travel decision for 44% of visitors, while scenic beauty, with its beaches, mountains, and natural landscapes, was highlighted by 43%. Gastronomy, internationally recognized, motivated 40% of tourists to select the Island for their vacation.
Regarding the length of stay, the average time visitors spent on the Island was five nights. However, the Puerto Rican diaspora stayed longer, with an average of 7.3 nights. In terms of lodging, most tourists chose to stay in hotels, with 48% opting for this option. Vacation rentals, such as apartments and short-term homes, accounted for 36% of preferences, while 22% stayed in private residences of family or friends.
The study revealed that the average daily expenditure of tourists is $234 per person. The main expenses were related to food, with an average of $57 per person per day, followed by accommodation, with an average expenditure of $134 per night. Shopping also played an important role in travelers’ budgets, with an average daily spending of $36. The average group size is 2.5 people.
Regarding the most popular activities among visitors, the gastronomic experience topped the list with 84% participation. Tasting Puerto Rican cuisine, from traditional mofongos and alcapurrias to the fusion of flavors in fine dining restaurants, turned out to be the preferred activity. Visiting the beaches was the second most common activity, with 74% of tourists enjoying the sun and sea in different parts of the Island. Shopping completed the top three experiences, with 54% of visitors spending time buying souvenirs, clothing, and other items.
The San Juan metropolitan area was the most visited region, receiving 66% of tourists. The eastern zone, which includes destinations such as Fajardo and Luquillo, attracted 39% of visitors. In the case of the diaspora, this group diversified their experience on the Island more, with 37% exploring the south, 34% visiting the west, 32% touring the north, and 20% venturing into the mountainous region.
While overall visitor satisfaction was notably high, the study identified some aspects that could enhance the tourist experience on the Island. Traffic and overcrowding in some places were the elements that received the most negative comments, with 37% of respondents mentioning this factor as an inconvenience. Cleanliness in public spaces was also highlighted as an area of opportunity, with 14% of visitors expressing dissatisfaction in this regard. Finally, the perception of security was a concern for 9% of respondents.
The 2024 Visitor Profile is a multi-phase research study, designed and facilitated by the firm Future Partners. For its development, online surveys and in-person interviews were conducted between January and December 2024. A total of 2,342 surveys were collected.
The results of this study not only serve as a reference for measuring Puerto Rico’s performance as a tourist destination but also represent a strategic tool for the local industry. With this data, businesses and service providers can better understand their customers, identify trends, and adapt their offerings to provide an even more enjoyable experience for visitors, which in turn can translate into greater commercial and economic success for the Island.