Puerto Rico Brings Its Adventure Offerings to the Luxury Travel Market at Virtuoso Travel Week
Puerto Rico once again took center stage at one of the most important gatherings in the luxury travel industry with Discover Puerto Rico’s participation in the 38th edition of Virtuoso Travel Week, held August 8-14 in Las Vegas, Nevada.
The event brought together thousands of travel advisors, destination representatives, and tourism suppliers from more than 100 countries, creating opportunities to build connections, explore industry trends, and, most importantly, generate business.
For Discover Puerto Rico, this marked its fifth consecutive year participating in the event, underscoring the importance of Virtuoso as a key distribution channel for the luxury travel segment.
Virtuoso is a global consortium that connects travel advisors, suppliers, and destinations and is widely recognized as one of the leading channels for reaching affluent travelers.
More than a promotional platform, its primary objective is to drive conversions and sales.
According to Discover Puerto Rico, Virtuoso accounts for approximately 30% of its leisure sales production, which this year is approaching $500 million in direct sales.
Each year, Discover Puerto Rico uses its participation to highlight different aspects of the Island’s tourism offering. Previous editions focused on gastronomy and sustainability. This year, the organization brought a proposal centered on adventure experiences to Las Vegas.
As part of Virtuoso Travel Week programming, Discover Puerto Rico participated in GlobeTrotting Adventure, an event that brings together professionals specializing in adventure travel. There, destination representatives held brief meetings with travel advisors to showcase Puerto Rico’s adventure-related experiences and products.
The featured offerings included experiences at various adventure parks, guided excursions through natural areas with unique characteristics found across Puerto Rico, visits to El Yunque National Forest, as well as bioluminescent bay experiences, scuba diving, and trekking opportunities.
This focus also aligns with a growing trend in international tourism and one of the key segments highlighted in Discover Puerto Rico’s advertising campaign, Awaken Your Senses.Puerto Rico once again took center stage at one of the most important gatherings in the luxury travel industry with Discover Puerto Rico’s participation in the 38th edition of Virtuoso Travel Week, held August 8-14 in Las Vegas, Nevada.
The event brought together thousands of travel advisors, destination representatives, and tourism suppliers from more than 100 countries, creating opportunities to build connections, explore industry trends, and, most importantly, generate business.
For Discover Puerto Rico, this marked its fifth consecutive year participating in the event, underscoring the importance of Virtuoso as a key distribution channel for the luxury travel segment.
Virtuoso is a global consortium that connects travel advisors, suppliers, and destinations and is widely recognized as one of the leading channels for reaching affluent travelers.
More than a promotional platform, its primary objective is to drive conversions and sales.
According to Discover Puerto Rico, Virtuoso accounts for approximately 30% of its leisure sales production, which this year is approaching $500 million in direct sales.
Each year, Discover Puerto Rico uses its participation to highlight different aspects of the Island’s tourism offering. Previous editions focused on gastronomy and sustainability. This year, the organization brought a proposal centered on adventure experiences to Las Vegas.
As part of Virtuoso Travel Week programming, Discover Puerto Rico participated in GlobeTrotting Adventure, an event that brings together professionals specializing in adventure travel. There, destination representatives held brief meetings with travel advisors to showcase Puerto Rico’s adventure-related experiences and products.
The featured offerings included experiences at various adventure parks, guided excursions through natural areas with unique characteristics found across Puerto Rico, visits to El Yunque National Forest, as well as bioluminescent bay experiences, scuba diving, and trekking opportunities.
This focus also aligns with a growing trend in international tourism and one of the key segments highlighted in Discover Puerto Rico’s advertising campaign, Awaken Your Senses.
The organization also participated in one-on-one sessions known as tracks, where travel advisors meet individually with destinations and suppliers. Each appointment lasts approximately nine minutes, making it critical to communicate clearly and effectively the unique experiences Puerto Rico can offer travelers. Discover Puerto Rico representatives conducted 92 of these meetings during the event.
Discover Puerto Rico’s presence at Virtuoso extends well beyond the days of the conference. Participation is part of an ongoing engagement strategy with both the organization and the travel advisors within its network.
Throughout the week, the Discover Puerto Rico team participated in business meetings, networking events, and executive-level discussions with Virtuoso leadership, including conversations between Discover Puerto Rico CEO Jorge L. Pérez and Virtuoso executives to discuss strategies and further strengthen the relationship between the two organizations.
Puerto Rico is Virtuoso’s top business partner in the Caribbean.
That relationship is also reflected in the presence of Puerto Rican products within the network. Currently, six hotels in Puerto Rico are members of Virtuoso, a distinction reserved for properties that meet the organization’s service standards and criteria.
These properties include The Ritz-Carlton, Dorado Beach; Condado Vanderbilt Hotel; Fairmont El San Juan Hotel; Four Seasons Resort Puerto Rico; Hotel El Convento; and The Ritz-Carlton Isla Verde, which remains part of the Virtuoso portfolio while preparing for its reopening.
At the same time, Virtuoso advisors, as members of the consortium are known, sell more than 50 hotels across the Island.
Last year, Virtuoso named Bespoke as its official destination management company in Puerto Rico, further expanding the destination’s representation within this specialized network.
Five consecutive years of participation have also allowed Discover Puerto Rico to measure the evolution of interest in and sales related to the destination.
According to the organization, growth has been gradual and sustained, with sales continuing to increase as relationships with travel advisors deepen and strengthen.
The objective of maintaining a presence at the annual convention is not simply to generate interest during one week in Las Vegas, but to remain top-of-mind among professionals who guide affluent travelers as they consider their next destination.
The strategy also communicates that luxury in Puerto Rico can take many forms, from hotels offering highly personalized services, private transportation, chauffeurs, and exclusive experiences, to glamping accommodations and adventure-based excursions.
This diversity is a key part of the message Discover Puerto Rico seeks to convey to the market: an island where visitors can enjoy high-end experiences while also having the freedom to rent a car and explore different regions and attractions on their own.
For Puerto Rico’s tourism industry, participation in platforms such as Virtuoso represents an opportunity to connect directly with professionals seeking distinctive products for their clients and who can become valuable partners in promoting and selling the destination. It also reinforces that Puerto Rico’s tourism offering extends beyond its beaches to include exceptional services, culture, and, above all, meaningful opportunities to connect with local communities and experience the Island as a special guest.