July 17, 2024


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Puerto Rico Displays on 2022 as Strongest 12 months in Tourism Historical past, this Nationwide Plan for Trip Day

Puerto Rico Displays on 2022 as Strongest 12 months in Tourism Historical past, this Nationwide Plan for Trip Day

U.S. territory noticed information in vacationers, income and native tourism employment, coupled by progressive vacation spot advertising methods and an increase in traveler chance to go to

SAN JUAN, Puerto Rico, Jan. 31, 2023 /PRNewswire/ — On Nationwide Plan for Trip Day, Uncover Puerto Rico, the Island’s official Vacation spot Advertising Group (DMO), shares the 2022 record-breaking, success story of the Island’s journey and tourism sector. On the heels of the COVID-19 pandemic, Puerto Rico reported peaks in incoming vacationers, file revenues and extra native tourism staff than ever earlier than in its historical past.

Puerto Rico’s distinctive enchantment as a U.S. territory with an unparalleled cultural aptitude, pure wonders and heat “Boricua” spirit continues to attract vacationers, contributing to the Island’s tourism successes in 2022, which embody:

  • Greater than 5.1 million passengers arrived on the Luis Muñoz Marín Worldwide Airport, a 6.5% enhance from 2021. (Aerostar Airport Holdings, LLC)
  • Roughly $8.9 billion in income was generated by journey and tourism, a 39% enhance over the earlier excessive in 2019. (Tourism Economics)
  • The Island now employs greater than 91,500 people in journey and tourism associated jobs, additionally the best ever. Employment within the leisure and hospitality sector in Puerto Rico has elevated by 12.8% in comparison with pre-pandemic ranges, whereas employment numbers within the U.S. stay 4% under when contemplating the identical interval. (Bureau of Labor Statistics)
  • Booked group room nights in 2022 doubled these from 2021, and the variety of occasions at the moment booked for 2023 are 81% greater versus the identical time final 12 months, chatting with the efforts that encourage planners to “Make Your Assembly Boricua.” Much more encouraging, the variety of potential room nights for 2023 and past topped 1 million nights for a 35% enhance over 2021. (Simpleview)
  • A record-breaking fourth quarter, regardless of Hurricane Fiona’s passing by Puerto Rico in September 2022, the business noticed lodging demand for the final three months of the 12 months 7% greater than the earlier highs in 2021 and 31% greater than pre-pandemic ranges. Put up-hurricane notion research confirmed that 76% of respondents indicated that the storm had no affect on their journey plans. (STR & AirDNA)
  • Chance to go to Puerto Rico within the subsequent 12 months has grown to 22%, as of late 2022. (SMARInsights)

This progress has been propelled by the artistic world advertising efforts of Uncover Puerto Rico to highlight the vacation spot, its distinctive attributes and ease of journey. Because the DMO was based in 2018, and regardless of numerous pure climate occasions and the COVID-19 disaster, the Island’s DMO has generated programming that drove journey and tourism metrics to unprecedented ranges regardless of challenges together with financial headwinds.  

“Amidst probably the most excessive challenges the worldwide tourism business has ever confronted, Puerto Rico’s journey sector went from surviving to thriving, breaking the earlier file set in 2021 but once more in 2022″ stated Brad Dean, CEO of Uncover Puerto Rico. “I am very happy with the work our group has achieved, usually below attempting circumstances past our management, making use of data-centric and strategic practices in collaboration with stakeholders all through the Island and business.”

Since its inception, Uncover Puerto Rico has created and applied efficient multi-channel advertising techniques and campaigns designed for longevity of the vacation spot model and to advance its mission, which is to convey prosperity to Puerto Rico by positioning the Island as a premier vacation spot for leisure, enterprise and occasion journey.

“As a best-in-class Vacation spot Advertising Group, we attempt for innovation with every new marketing campaign and tactic,” stated Leah Chandler, CMO of Uncover Puerto Rico. “We’re past solidifying our model place which we centered on throughout our inception, and now, we’re going again to the Island’s roots with a values-based advertising method that dives deep into what imply it to be ‘Boricua.'”

Among the many most profitable Uncover Puerto Rico-led advertising techniques and campaigns in 2022:

  • “Reside Boricua” Launched in Might 2022, this progressive model marketing campaign is the manifestation of Uncover Puerto Rico’s concentrate on elevating native tradition whereas underscoring values-based advertising. Reside Boricua emphasizes its numerous folks and tradition, with a distinction no different vacation spot can declare: the phrase “Boricua,” or an individual born in Puerto Rico or of Puerto Rican descent. The marketing campaign’s insights, artistic and property – together with the “stars” of its adverts and movies that showcase the Puerto Rican lifestyle – heart on or have been developed by Boricuas. The marketing campaign encourages vacationers to embrace the spirit, ardour and cultural uniqueness of the Island’s folks.

    Reside Boricua has been profitable in all elements of its advertising workstreams, producing greater than 515 million in media impressions from earned media techniques. From a standard media standpoint, Reside Boricua reached almost 300 million impressions, growing familiarity and consideration of visiting the Island. Digital media efforts complimented the standard, with almost 1.5 million pageviews pushed by paid media, with over 483,000 of these guests partaking with a number of pages on the location. Likewise, 75.3 million shoppers watched the Reside Boricua digital video adverts 100%, which equates to a accomplished view price of 73.46% (Google Marketing campaign Supervisor or GCM). When surveyed by the DMO, greater than half – 58% – of shoppers discover that Puerto Rico is extra interesting to them once they see Boricua in a journey advert and 71% of shoppers would analysis Puerto Rico after seeing an advert with Boricua. (SMARInsights)

  • “Sunshine to Spare” – Uncover Puerto Rico partnered with the Pantone Colour Institute to create a first-of-its-kind colour impressed by the hue of Puerto Rican daylight, based mostly on findings by Puerto Rican physicist, Hector J. Jimenez. The brand new colour – Puerto Rico Sunshine – has taken on a lifetime of its personal, with collaborations alongside notable entities like ECOS Paint and designer Christian Cowan. It has additionally sparked an unprecedented pleasure within the native Boricua group, with a mess of small companies creating distinctive merchandise – from jewellery to popsicles – impressed by the colour bought, now by the Sunshine Store on the Uncover Puerto Rico web site.

    Vacationers also can partake within the new Sunshine Route – a curated map that showcases how guests can expertise Puerto Rico Sunshine through a street journey to locations throughout the Island, exploring each actions and merchandise as a part of this system. To this point, this multifaceted marketing campaign has garnered 1 billion impressions. 

With no passport, forex alternate, or worldwide telephone plan required for U.S. residents, Puerto Rico is the proper place for these searching for a mix of unparalleled cultural experiences, breathtaking seashores, world-class culinary delights, pure wonders, and thrilling adventures – all below the exceptional Puerto Rico sunshine. 

For extra particulars on the efficiency of Puerto Rico’s journey and tourism business, go to: www.discoverpuertorico.com/business.

About Uncover Puerto Rico:  
Uncover Puerto Rico is a personal, not-for-profit Vacation spot Advertising Group (DMO) whose mission is to make Puerto Rico seen to the world as a premier journey vacation spot. The DMO brings prosperity to the folks of Puerto Rico by collaboratively selling the Island’s range and uniqueness for leisure and enterprise journey, and occasions. It’s answerable for all world advertising, gross sales, and promotion of the vacation spot and works collaboratively with key native governmental and non-governmental gamers all through Puerto Rico’s customer financial system and the group at giant, to empower financial progress. To find all the sweetness the Island has to supply, go to DiscoverPuertoRico.com

SOURCE Uncover Puerto Rico

Puerto Rico Displays on 2022 as Strongest 12 months in Tourism Historical past, this Nationwide Plan for Trip Day