Discover Puerto Rico Places Authenticity at the Core of its Tourism Strategy

Puerto Rico is reaching a pivotal moment in defining its tourism model. Looking beyond mere data, the island is doubling down on an approach centered on experience, culture, and people.

In an interview with Caribbean News Digital, Storm Tussey, Chief Marketing Officer of Discover Puerto Rico, detailed a strategy mapped out to drive sustainable growth, attract high-value travelers, and bolster the local economy. The focus is clear: authenticity, personalization, and a genuine connection between visitors and the destination.

How is Discover Puerto Rico reaching high-value travelers and other sectors through its marketing strategy?

We have spent the last seven years increasing the destination's visibility and positioning it within the premium segment. However, the strategy has evolved. Our current goal isn't just generating general brand awareness, but rather fostering growth and expansion in every corner of the island. By supporting small businesses, entrepreneurs, and local partners, we aim to boost the economy across the entire region.

This approach seeks to connect people with Puerto Rican culture and authenticity, ensuring travelers develop a lasting bond with the island. This push for high-value travelers is intrinsically linked to cultural authenticity, sustainability, history, and heritage.

While the organization has traditionally focused on the United States, our new objective is for 40% of traffic to originate from international markets. We are establishing a presence in Colombia, Mexico, and Spain, forming alliances within the Caribbean, and seeing growing interest from Europe.

Regarding the authentic experiences you mentioned, how do they link back to your current strategy?

Our authentic experiences are built on the promotion of, and direct collaboration with, local businesses and talent. They are designed so that travelers gain a profound understanding of their surroundings—whether through the landscape, the ocean, or our biodiversity—guided by experts who provide context, education, and a deep respect for environmental conservation.

How are these experiences integrated for the personalized traveler?

Discover Puerto Rico is undergoing a deep digital transformation to weave authenticity into every stage of the visitor journey. By defining their interests, users can access tailored itineraries, allowing them to design routes aligned with individual tastes such as gastronomy, culture, or outdoor activities.

Which segments is Puerto Rico currently prioritizing?

Discover Puerto Rico has defined three strategic pillars: female travelers, Spanish-speaking travelers, and the "bespoke explorer" or personalized traveler. The latter redefines luxury through private, intimate, and custom-made experiences—ranging from adventure sports and fine dining to art, fashion, and design—fostering an authentic connection with the island's identity and essence.

How does Discover Puerto Rico integrate sustainability and responsible tourism?

The organization developed Greenpath, a platform that highlights sustainable partners and offers courses to become certified "responsible tourists." This initiative has evolved into a comprehensive ESG (Environmental, Social, and Governance) framework, with the goal of protecting the environment, strengthening the local economy, and encouraging visitor dispersal across the island’s entire geography.

What does Discover Puerto Rico hope to achieve in the coming years?

The primary goal is to generate tourism growth sustainably, positioning the industry as an economic engine without altering the island's essence. We want people from all over the world to fall in love with Puerto Rico, while we support small businesses and local entrepreneurship through training programs and institutional collaboration. This philosophy extends to group travel and the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector by prioritizing local vendors.

"Spain is a key market within our international expansion."

Puerto Rico will be the guest country at FITUR 2027. What are the plans?

Participation will be led by the Puerto Rico Tourism Company, with Discover Puerto Rico serving as a strategic partner. This public-private partnership aims to project the style, sophistication, and vibrancy that define the island.