Puerto Rico Shines at FITUR 2026 with a Strategic Promotion and Business Agenda
Puerto Rico made a strong impression in Spain during its participation in the International Tourism Trade Fair (FITUR) 2026, where Discover Puerto Rico deployed an intensive promotional agenda aimed at strengthening existing relationships and creating new opportunities for the Island’s tourism industry.
The organization launched its schedule of activities on January 20 with a VIP event for key trade partners—including tour operators and airlines—held at the Mandarin Oriental Ritz in Madrid. Designed as a networking opportunity to foster new business relationships, the event brought together top-tier partners and also served as the setting for Governor Jenniffer González to announce the extension of Discover Puerto Rico’s contract through 2033.
Guests were welcomed with the Hijos de Quintón cocktail, a creation by Carlos Borges, followed by a culinary experience led by Chef Ramón Carrillo and Sous Chef José Rubén Fuentes, from the Río Mar Beach Resort & Spa. Throughout the evening, Puerto Rican musician Jean Karlo Pérez and his band delighted attendees with traditional sounds while wearing shirts by designer Herman Nadal. A sweet touch was added by Chocolate Cortés, which gifted participants with curated boxes.
On January 21, coinciding with the official opening of FITUR 2026, Discover Puerto Rico hosted its traditional media luncheon, bringing together more than 35 Spanish journalists from leading outlets, as well as representatives from travel agencies, tour operators, and meeting and incentive planners (MICE). Guests enjoyed Puerto Rican cuisine and music, along with piraguas and the iconic piña colada, offered in partnership with Don Q.
During the professional days of the fair, Discover Puerto Rico CEO Jorge Pérez, CMO Storm Tussey, and the organization’s team held more than 50 meetings and media interviews. These included key engagements with Civitatis, Condé Nast Traveler, and Travel2Latam, as well as major media outlets from Spain, Mexico, and Colombia such as Forbes España, Europa Press, Ladevi, NRM Comunicaciones, and Caracol Radio.
In parallel, the trade team conducted more than 40 meetings with potential commercial partners, resulting in the confirmation of 10 cooperative marketing agreements (co-ops) with leading tourism trade partners in Spain and Latin America.
As part of the official agenda, a multidestination strategy with the Dominican Republic was announced on Friday, an initiative to which Discover Puerto Rico contributed creatively. Additionally, Pérez participated in a high-profile panel highlighting The Green Path, reinforcing Puerto Rico’s commitment to sustainability on the global stage.
For the second consecutive year, Discover Puerto Rico also featured a Spanish travel agency at its booth, offering travel packages to the Island directly. In the previous edition, this initiative generated more than 1,500 leads from potential visitors.
Puerto Rico’s delegation was joined by more than 20 industry partners, including hoteliers, experience providers, and tour operators, who supported the destination’s promotional efforts.
Overall, Discover Puerto Rico’s participation in FITUR 2026 proved highly successful, generating new business opportunities in the Spanish market, strengthening strategic relationships with partners such as Iberia, Viajes El Corte Inglés, and tour operators including Viajes Catai, Tourmundial, World2Meet, and Viva Tours, while delivering significant earned media value through extensive press coverage.