Discover Puerto Rico will roughly double its current spending on island marketing and promotion initiatives through $ 120 million in funds provided to the Destination Marketing Organization (DMO) through the US Rescue Plan (ARP), said Pedro Pierluisi, governor of the territory.
At a press briefing Thursday, Pierluisi described Puerto Rico’s investment strategy for $ 4 billion in ARP funds, which includes significant spending in the tourism sector. Pierluisi identified the trip to Puerto Rico as crucial for the island’s continued recovery from the pandemic and past challenges, including Hurricanes Irma and Maria.
âWe will improve and strengthen our brand nationally and globally and also increase our marketing and communication initiatives through our global partners to expand our reach into new segments and further increase the awareness and attractiveness of our island,â said Pierluisi.
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In addition, Puerto Rico will allocate $ 50 million in ARP funds to promote the island as a leisure destination, $ 20 million to encourage domestic tourism, and $ 10 million to promote entertainment and conventions.
An additional $ 30 million will be used to revitalize tourist attractions, natural resources and public beaches to “ensure our attractions and natural beauty are at their best,” said Pierliusi.
Discover Puerto Rico will also increase spending on local tourism investment strategies through existing local promotion programs. The Discover Puerto Rico website will soon launch a fully translated Spanish version, Pierluisi said, “allowing us to attract more visitors from other US states and inspire other travelers” never before exposed to our destination.
Puerto Rico’s high post-pandemic visitor numbers indicate the destination may attract more visitors beyond the traditional peak travel season in winter, the governor said.
âWe already know that we can increase the occupancy rate and generate tourism income all year round, not just during peak season,â he said. âWe’ve seen it this year. We will expand our presence and increase the number of visits every month of the year. “
Other new travel marketing initiatives will include digital campaigns targeting the island’s âfirst audienceâ of international visitors, who stay in Puerto Rico longer and spend more according to data from Discover Puerto Rico.
Digital campaigns will present the island through the lens of the locals using broadcast journalists and influencers, Discover Puerto Rico officials said.
The outreach will also focus on increasing international visits to Puerto Rico to “ensure that local communities benefit from the positive impact of these high-value international visitors,” officials added.
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