A Strategic Agenda Driving New International Opportunities
During the final weeks of February, Discover Puerto Rico’s Leisure Sales team carried out an active agenda across Latin America (LATAM) and Europe, reinforcing strategic partnerships and expanding the Island’s presence in key growth markets.
Puerto Rico Builds Strong Momentum in Latin America
In late February, Johanna González, Leisure Sales Senior Manager, concluded a productive week in Bogotá, Colombia, during Vitrina Turística ANATO 2026.
Prior to the main event, González participated in business matchmaking sessions in Bucaramanga, Barranquilla, and Pereira, connecting with more than 350 Colombian travel advisors and strengthening the commercial network within the market.
Interest in promoting and expanding business to Puerto Rico continues to grow across Latin America. These efforts allow for the consolidation of existing partnerships, the identification of new opportunities, and the positioning of the Island as a competitive and attractive option for the Latin American traveler.
The trust, collaboration, and commitment of regional partners reflect sustained momentum that continues to strengthen.
Strengthening Strategic Alliances in Latin America and the Domestic Market
As part of this expansion strategy, the team also participated in the Houston Showcase with Price Agencies on February 12, where 130 travel advisors attended the destination presentation.
This event marks the third year of collaboration with Price Travel, a strategic partner operating as an airline consolidator, bed bank, and host agency across LATAM, while also expanding into domestic markets. The partnership enhances the distribution of Puerto Rico’s product through specialized business-to-business (B2B) platforms, facilitating access to inventory and availability for travel agencies.
Active Presence in the European Market
In Europe, Puerto Rico was represented at BIT Milano (Borsa Internazionale del Turismo), one of the leading travel trade fairs in the Italian market, often referred to as the “Italian FITUR.” The Island was featured within the Visit USA Booth, strengthening its visibility among European tourism professionals.
Additionally, from February 13 to 20, tour operator Xplore America Italy conducted site inspections in Puerto Rico, evaluating tourism experiences and products with the goal of incorporating the Island into its travel programs.
These visits help validate itineraries, build commercial confidence, and facilitate future sales within the Italian market.
In Constant Motion
The events calendar reflected an active team with a strong presence in strategic markets. Between February 23 and March 1, Puerto Rico participated in:
Positioning That Generates Sustainable Opportunities
The work carried out throughout February demonstrates a coordinated effort to:
Puerto Rico continues to position itself as a competitive and dynamic destination on the international stage, supported by strong relationships and a strategy focused on sustainable growth.