In the first weeks of 2026, Discover Puerto Rico has maintained an active strategic agenda, connecting with key markets and strengthening partnerships both in the United States and on the Island.
Strategic Agenda Sets the Pace for 2026 in Key Markets
MICE: Strengthening Relationships with Planners and Buyers
On January 27, Fred Edson participated in a virtual presentation alongside GSI and Destination Puerto Rico for 105 Maritz clients, marking the DMO’s first presentation of 2026. The session included destination updates, new hotel openings, and strategies to integrate cultural experiences into corporate events.
In Chicago, Discover Puerto Rico served as a key sponsor of the SITE Chicago Annual Meeting, which gathered more than 200 incentive travel professionals. In New York, Yolanda González and Rita López attended the FICP Fuel Forward Exchange, connecting with 47 meeting planners. Rita participated as a panelist and facilitated a roundtable discussion, further strengthening the destination’s visibility within the sector.
From February 4–6, the team welcomed 15 incentive travel buyers to the Island as part of the Maritz SMMP Sourcing Summit. The group conducted site inspections at six hotels and Distrito T-Mobile, in addition to participating in cultural experiences that reinforced Puerto Rico’s positioning as a competitive destination for incentive programs.
Meanwhile, Mikki Walls represented the destination at IPEC (Independent Planner Education Conference) in Phoenix, holding 22 one-on-one meetings with meeting professionals.
Leisure: Direct Engagement with Travel Advisors
Within the Leisure segment, Cristina participated in the Virtual Roadshow “Selling Adventure & Expedition Travel,” conducting 55 one-on-one meetings with travel advisors from the United States and Canada.
Johanna González began the year with the Bennett + Mercado Roadshow in Phoenix and Scottsdale, connecting with luxury travel advisors interested in expanding their knowledge of Puerto Rico. The program included hosted lunch presentations, networking events, and a sunrise hike at Lost Dog Wash Trailhead, strengthening strategic relationships and promoting the Puerto Rico Travel Specialist Program.
This week, the team continues its presence in priority markets: Johanna is participating in the Price Agencies Showcase in Houston, while Francisco is leading a reservations training session at NCL headquarters in Miami in collaboration with JetBlue.
Local Communications: Strengthening the Industry in Cabo Rojo
As part of its ongoing commitment to the local tourism industry, the Local Communications team hosted a new edition of Conversemos in Cabo Rojo, bringing together more than 45 merchants and business owners from the region.
The gathering served as a direct dialogue space with the industry, where strategic updates, available resources, and tools aimed at strengthening local business visibility and competitiveness were shared. It also fostered collaboration and peer-to-peer connections within the regional tourism ecosystem.
Initiatives like Conversemos reinforce the commitment to maintaining consistent communication with the industry, ensuring that local businesses have access to information, support, and resources that enable them to actively participate in destination promotion efforts.
Destination Experience: Added Value on the Ground
The Destination Experience team shared new initiatives focused on enhancing the visitor experience and strengthening on-site support.
Highlights included a new amenity developed in partnership with Ü Creative Atelier, crafted with sustainable materials, local production, and customizable options. Additionally, the Old San Juan Accessibility Tour was introduced in collaboration with Sofrito Tours, ensuring a memorable first experience on the Island while addressing accessibility needs and promoting inclusive experiences.
Operationally, the team also provided on-site support for the Association for Research in Otolaryngology program, reaffirming the comprehensive support offered to groups and associations that select Puerto Rico as their host destination.
Strategic Insights for the Industry
Complementing these activations, the December 2025 Dashboard Report was shared with the industry. This update integrates research insights, website and social media performance, sales activity, local communications, and media relations data. The report supports informed decision-making and strengthens the collective efforts shaping the destination’s growth.