Tapping the Hispanic-American Travel Market at Puerto Rico’s CMEx

Exclude the Hispanic-American market and you make a huge blunder. Americans of Hispanic descent now spend so much that their buying power is estimated to reach $1.2 trillion by 2011. Reaching the potent Hispanic-American market is one of the issues under discussion at the Caribbean Media Exchange on Sustainable Tourism (CMEx).

How potent is this market? Organizers of the Counterpart International-produced CMEx, to be held May 15 to 19 at the Holiday Inn San Juan on the Caribbean island of Puerto Rico, say that in just three years’ time, nearly one out of every six residents in the United States is expected be of Hispanic origin.

“It is time to aggressively tap into this upwardly mobile and influential market,” said Puerto Rican-based public relations consultant Nelly Cruz of Nelly Cruz & Associates. “Hispanic Americans form part of a vibrant Latin American and Caribbean Diaspora who are interested in experiencing the wonders of the Caribbean. But we need to communicate with them and should perhaps start with Hispanic media outlets in North America which now have an all-time high audience and influence.”

“Embracing the Diaspora, Linking Communities” will dominate CMEx XII, a four-day event which will attract some of the best minds in the region and beyond in the lively interactive format that is a hallmark of the CMEx series.

The innovative symposium returns to Puerto Rico for the third year attracting representatives of the travel and tourism industry, government officials, media, youth delegates and development specialists to examine ways of using tourism to improve the health, wealth, environment and culture of destinations.