From Opportunities to Positioning: Puerto Rico Advances in the Global Market
Puerto Rico continues to gain momentum in key markets, with new opportunities in development. In recent weeks, the destination has connected with buyers, advisors, and international media, generating tangible results across both the meetings (MICE) and leisure segments.
In the MICE segment, Puerto Rico participated in major industry platforms such as the Smart Meetings Wellness Experience in San Antonio, where 25 one-on-one appointments were conducted with buyers, as well as the Pharma Forum in Boston, which brought together 600 planners and over 15 hours of networking, enabling the team to hold 21 individual meetings with potential clients.
This momentum is further reflected in the destination’s participation in the Prestige Partner Conference in California, where 44 business opportunities are currently in development, representing more than 22,700 room nights and signaling a strong and growing pipeline for Puerto Rico.
Additionally, Discover Puerto Rico was selected as one of only four destinations to join FICP as a Strategic Partner in 2026, strengthening its visibility within the financial and corporate segment.
At the same time, collaborations with international media continue to expand the destination’s reach in key markets. In late March, Puerto Rico hosted a team from El Espectador alongside designer Juan Pablo Socarrás, in an experience focused on showcasing the Island’s fashion scene, contemporary design, and high-end gastronomy. The itinerary included meetings with local designers, visits to creative studios, and curated culinary experiences, generating content tailored to lifestyle and luxury audiences in Colombia.
Puerto Rico also welcomed Chris Haslam, chief travel writer for The Times and The Sunday Times, who explored cultural and culinary experiences across the Island, including themed tours and visits to local restaurants. This type of coverage strengthens the destination’s presence in European markets and positions Puerto Rico as a diverse and authentic offering.
In the leisure segment, efforts have also focused on direct engagement with travel advisors. During the PriceAgencies Showcase in Orlando, the destination reached 160 advisors as a leading sponsor, while additional activations such as Puerto Rico Night with Oasis Travel and a webinar with CTM Tours expanded outreach to international markets, engaging more than 100 additional participants.
Overall, these initiatives reflect a strategy that goes beyond traditional promotion. The combination of one-on-one meetings, participation in specialized events, and collaborations with international media is helping transform visibility into tangible opportunities, positioning Puerto Rico competitively in a dynamic global landscape.
