The Island Showcases Its Tourism Offering on the International Stage
Throughout May, Discover Puerto Rico continued to elevate the destination’s visibility through a series of initiatives aimed at strengthening Puerto Rico’s presence in strategic markets, connecting with tourism industry professionals, and sharing best practices that have contributed to the Island’s tourism growth. These efforts included participation in major meetings and leisure industry events, as well as academic exchanges focused on economic development and governance.
Within the meetings, incentives, conferences, and exhibitions (MICE) segment, the team participated in events such as ConferenceDirect APM in Houston, where it met with buyers and industry suppliers. Puerto Rico was also represented at IMEX Frankfurt, Europe’s leading MICE trade show, which brought together more than 13,000 participants and provided opportunities to connect with over one hundred potential clients and industry partners.
The destination was also represented at the Incentive Research Foundation Invitational, one of the premier events for the incentive travel sector, as well as networking activities with sales leaders and event organizers during ConferenceDirect Top Producers, held in Puerto Rico.
In the leisure segment, Discover Puerto Rico participated in IPW 2026, one of the United States’ leading international travel marketplaces, where the team conducted more than 260 business appointments with buyers from over 60 countries and showcased Puerto Rican culture alongside local industry partners. The organization also took part in ASTA’s annual conference, which gathered more than 900 travel advisors and suppliers, and hosted a webinar for the Travel Leaders Network, further increasing destination awareness among travel professionals.
In addition, the team conducted a series of meetings and promotional activations in Spain alongside airlines, tour operators, and strategic partners, reinforcing Puerto Rico’s presence in one of its priority European markets. Highlights included meetings with Iberia and other commercial partners, as well as activations connected to Bad Bunny’s concerts in Madrid and Barcelona.
As part of these efforts to strengthen the destination’s positioning and leadership, Discover Puerto Rico was also included in an academic visit by Harvard University’s John F. Kennedy School of Government, one of the world’s leading institutions in public policy and government administration. During the visit, organization representatives shared the evolution of the DMO, its governance model, and the strategies that have helped position tourism as a tool for Puerto Rico’s economic development. The visit brought together 17 graduate students and two faculty members interested in learning about initiatives that support economic growth across the Island.
Participation in these events and exchanges continues to strengthen Puerto Rico’s presence in key markets, create new business opportunities, and position the destination as a leader not only in tourism, but also in conversations surrounding economic development and governance.