Lisa AltieriChief of the Europe Desk at the Puerto Rico Convention Bureau

More than a decade in the promotion of Puerto Rico as a congress and incentive destination all across Europe speaks volumes of Lisa Altieri´s expertise in the marketing business. In an exclusive interview with Caribbean News Digital during the EIBTM Fair in Barcelona, Mrs. Altieri talked about the present and the future of the institution she works for.

Q- Lisa, why is the Puerto Rico Convention Bureau headquartered in Spain?

A- Spain is an ideal country for the advertisement of Puerto Rico as the right destination for congress, conventions and incentives. That´s why we´re attending this fair that´s specially designed for this kind of business. We obviously believe this is one of the best ways there are to spread word about Puerto Rico in Europe as a travel destination that offers great alternatives for this market segment.

Q- What differences have you seen between this EIBTM Fair here in Barcelona and the IMEX Fair in Frankfurt?

A- We´ve participated actively in both fairs. These events take place every six months and give us the opportunity of coming back to contact our customers, build ties with them and meet a new clientele. I think the main difference hinges on the place they are held and the number of attending buyers.

Q- Do you think the dates are right?

A- Yes, I do. Having a fair in April and another one in late November or early December offer a window of opportunity to renew our ties and contacts with customers in periods of time that do not exceed six months. By doing so, we keep a close eye on them every step of the way.

Q- Do you think these fairs complement each other more than the budgetary drawbacks they could generate?

A- I do think they complement each other. But unfortunately, all convention bureaus base their sale strategies on available budgets, so for many of them attending both fairs is quite a financial hurdle they need to clear. Nevertheless, these fairs give us the chance of getting in touch with buyers from many European countries, and that´s an endeavor that eventually pays off in the long run for our businesses.

Q- What objectives have you fulfilled in this fair as long as the number of visits is concerned? How has the organization of the fair turned out for you?

A- As long as we´re concerned, organization has been great in terms of the appointments we´ve had. I must say that 90 percent of our prearranged appointees came to our stand and the outcomes have been very positive. I guess the key to success for any fair depends on the kind of follow-up actions you take, on the possibility of contacting those customers all over again and sending them the kind of information they actually need. You usually make a first contact with buyers in fairs because they are eager to know new destinations. But the follow-up is definitely the key to success in this business.

Q- You´ve been working for this particular market for over a decade. You´re probably the person that´s been selling Puerto Rico as an incentive destination in Europe for the longest time. What countries have fared better in this effort?

A- Spain, absolutely. Puerto Rico is a Caribbean island and Spain is by and large a potential market for our island. There´re strong bonds between Puerto Rico and Spain. Last March we opened the Paradisus Puerto Rico Sol Meliá, the first all-inclusive hotel in Puerto Rico, and the owner chain is giving it plenty of media hype in Europe. England is the other major market for Puerto Rico.

Q- The new Convention Center you´re just about to open in San Juan is going to be the biggest in the entire Caribbean. How´s your target public here in Europe assessing this new facility?

A- We´re very pleased because a good deal of international associations have visited our stand to find out about the new Convention Center. All of them are very enthused with the facilities and conveniences. It´s going to be, as you said, the largest convention center in the Caribbean, the most technologically advanced of its kind in the Caribbean and Latin America. You can rest assured this (center) is going to make Puerto Rico climb a higher notch and is definitely going to open up new opportunities to capture far more international congresses in the near future.

Q- What´s wrong with Iberia´s flights?

A- Indeed, we have four nonstop Iberia flights to San Juan and three flights to the Dominican Republic. As we speak, these routes guarantee comfy and practical transportation for our travelers. Nonetheless, we hope to have up to seven weekly nonstop flights to the island in the near future.

Q- How has your country´s current political situation affected the Convention Bureau?

A- Our job is to promote Puerto Rico as a destination for groups, incentives and congresses, and that´s exactly what we´re doing. We prefer to leave political matters in the hands of politicians.

Q- As to customs and immigration problems, have they made a dent in the number of visitors to San Juan?

A- The Puerto Rico Convention Bureau has close ties with the island´s State Department. Whenever we have international congress attendants, incentive travelers or meeting goers that need entry visas, these people get in touch with us and State Department officials issue a letter confirming that a particular event is underway in Puerto Rico. This proceeding eases the entry visa process.

Q- Aren´t hotel fares in San Juan and the prices of meeting halls obstacles for doing your job in Europe?

A- We´re right now in a very competitive position because the euro is doing pretty good against the U.S. dollar. This is no doubt going to be a great help to snap up far more incentives and congresses for the island.

Q- How do you like this fair in Barcelona? Do you really think it was a better idea to hold it in Barcelona instead of Madrid?

A- This is the fair´s first edition and we have to give it more time. But there´s absolutely no doubt that both Barcelona and Madrid are capable of pulling off an international fair this big.

Q- What is your goal?

A- We´re working hard to advertise our new Convention Center and to turn Puerto Rico into the best all-around travel destination of the Caribbean as far as congresses, conventions and incentives are concerned. We want all professionals who have attended this fair to pencil Puerto Rico in as just the best choice for their customers, as a destination in the Caribbean that can offer a whole lot more.