Rafael Montalvo, Director of San Juan’s Tourism Office
During one of the sessions of the 2015 International Tourism Fair (FITUR is the Spanish acronym) Caribbean News Digital sat down with Rafael Montalvo, Director of San Juan’s Tourism Office, Economic Development Division, who shared his opinion on the progress his country has made and the challenges on the road ahead.
Have you attended previous editions of FITUR?
Yes, but with a private company, because I’m the marketing director of Bahia Beach Resort & Golf Club (St. Regis Hotel) in Puerto Rico. This is the first I represent San Juan from the governmental side.
How long have you been in office?
Two years.
What do you think about Puerto Rico not having a country stand in FITUR?
Puerto Rico has applied different strategies this year and the same happened back in 2014, but that’s the reason why we - la capital- are here to represent San Juan and Puerto Rico that has also been present in different ways.
Do you mind telling us the number of Spanish tourists traveling to San Juan, Puerto Rico?
I don’t have the exact figure, but our tourism information centers report that 20 percent of the visitors are Spanish citizens.
How about the rest of Europeans?
Around 35 percent. Most of the Europeans visiting San Juan are Spaniards, due to the existing link.
80 percent of the tourists you receive are North Americans.
Yes, most of our visitors come from the United States’ East Coast.
Is there any Caribbean or Latin American country traveling to Puerto Rico on a regular basis?
The latest statistics show Colombia and the Dominican Republic.
What do tourists usually do in San Juan?
In terms of the tourist’s experience, San Juan is a living city with centennial traditions, an attractive town center, exciting night life; all these elements are complemented by the relation with the United States, which contributes to the security and stability.
What’s the complexity level when it comes to issuing visas for Latin American and Caribbean citizens?
Puerto Rico’s visa process is similar to the United States’; therefore, most travelers don’t need visa unless they come from specific countries. For instance, Spaniards don’t need visa.
How many passengers go to San Juan to board cruises?
We’ve had record numbers this year in terms of cruises: we received 1.5 million cruise passengers.
How many cruise lines visit you?
The main cruise lines have ships weighing anchor in San Juan or arriving in San Juan as part of the itinerary.
How many host portsand ports of call?
The number of ports of call is higher than host port’s, depending on the season. In our peak season there are more ports of call and, regarding to the climate, there are more visits in the winter season and Christmas.
What does Puerto Rico offer as a shopping destination?
The European visitors find a very good opportunity to buy American brands with great prices. We have the largest mall in the Caribbean – Square of the Americas – where travelers can buy products with lower prices. Furthermore, we have two outlets located 25 minutes and one hour away from San Juan, respectively, where you get unmatchable prices.
What’s the situation in Vieques, where some activities related to ecological maintenance were scheduled?
The situation is better. The treatments applied to the damaged ecosystem have improved the situation. The tourism activity has been fostered on the island of Vieques, as it features several beaches with sands ranging from red to white colors. Both tourism and airlift have been promoted.
Do you think that Obama’s opening on Cuba as a destination could be a driving force for the Caribbean and benefit Puerto Rico as well?
It’s very positive. We could work as a whole, along with the Dominican Republic, so the Caribbean brand can be stronger at destination level.
You hold a Puerto Rican day in New York. Are you planning to organize similar shows or parades in some European cities?
We’re not planning any movement in Europe, nothing like the Puerto Rican parade in New York. Those parades are organized by Puerto Rican people that live in the city, and San Juan and Puerto Rico participate as guests. This kind of events would be organized in the cities and it would count on our support.
Gastronomically speaking, San Juan has great potential. Do you believe that Puerto Rico should have its Gastronomy Academy?
Nowadays, there are several independent schools, but I strongly believe that that initiative should be given a boost, since San Juan stands as a gastronomic capital due to the diversity of international food. There are specific places like the squares in Santurce and Miramar that are mainly dedicated to the gastronomy.
Mayagüez features beaches and attractive cultural world. Do you team up?
We do collaborate. We share information with Mayagüez and we’ll sign an agreement to have an information center in Mayagüez right at the port. We’re negotiating it and it will happen soon, so Mayagüez can be promoted in San Juan because, otherwise more passengers come to San Juan. We work together to foster both destinations and collaborate.
Do you think that the Cuba opening and the possibility to have US cruises visiting the island would take part of Puerto Rico’s market?
I don’t think so, because the cruises already have ports of call in the Dominican Republic and other island. I believe that it would be a perfect combination of destinations. The cruise lines can include Cuba in their itineraries. We’ll have competition, but I don’t think it’s going to be direct because, as a country and city, we have different characteristics.
