Posted on September 4, 2013


The agency will also be launching its new advertising campaign for the United States market.

San Juan, Puerto Rico. September 4, 2013. The Puerto Rico Tourism Company (PRTC) presented its economic development strategies in an event aimed at members of the local tourism industry at the Puerto Rico Convention Center. The strategies are focused on maximizing the potential growth of key areas such as new tourism niches, while strengthening the quality of services provided to visitors and increasing the number of tourists that visit the Island.

“We are here today to present a work plan that has been developed to take concrete, proactive, innovative actions inspired by the new trends that are guiding the tourism industry worldwide. A work plan in which teamwork, partnerships and maximizing resources will be essential”, said Ingrid Rivera Rocafort, Executive Director of the Puerto Rico Tourism Company. The executive emphasized the importance of the tourism industry as a fundamental element of the local economy and job creation in the Island, and how the agency’s work plan is aimed at increasing such impact. “Our tourism industry represents 6% of Puerto Rico’s GDP. Together, we’re going to work to take that number up to 8% by the end of 2016. We have a unique tourist destination with a marvelous growth potential and a team committed in achieving the goals set by this administration to benefit our industry and our country”, said Rivera Rocafort.

The agenda of the PRTC is based on five main strategies including: positioning Puerto Rico as the aerial hub of the Caribbean; developing a world-class tourist product; taking full advantage of Puerto Rico’s diverse tourist offer trough the development of new niches; and strengthening the quality of service at all levels. All these elements will be supported by an efficient, right-on-target, marketing effort that will impact several important markets worldwide.

The agency has already attained several important achievements in these segments, including the arrival of two new airlines to the Island: Southwest Airlines, which serves the United States west coast market, and Colombian airline Avianca.  Flights to the Virgin Islands also resumed recently with new offers by Cape Air and Seaborne Airlines.

An area that presents great opportunities for the local industry is the development of new tourist niches. The PRTC has identified five with grand potential. These include luxury tourism, nature and adventure tourism, cultural tourism, gastronomy tourism and sports tourism. Also, the agency is taking steps to advance the development of a medical tourism niche, including the construction of the Hyatt Place hotel in Manatí.

In order to strengthen the quality of service provided to our visitors, a vital aspect for Rivera Rocafort, the agency has several ongoing projects, including the reinstatement of the “Puerto Rico te Recibe” greeting program and the dispatchers program to facilitate the operations of the Island’s piers and airports, as well as collaborative efforts with other government agencies. These efforts also include the expansion of information centers, the remodeling of the information centers in Vieques and Culebra, educational campaigns and partnerships with universities and superior education institutions, among others.

Ready to shine for the world the All Star Island 

PRTC’s agenda includes the launching of a new advertising campaign titled Five Star Reviews. The communications effort presents a series of five-star reviews from real tourists that have visited Puerto Rico. These reviews are transformed into short films that present the guests’ great experiences in some of our Island’s world-class attractions, such as El Yunque, Toro Verde, and Vieques’ Mosquito Bioluminescent Bay, among others. The shorts will be voiced by renowned Puerto Rican stars such as Roselyn Sánchez and Luis Guzmán, among others.

The campaign capitalizes on the modern-world trend of sharing experiences through the Internet, and the power that reviews have on the potential travelers’ decision-making process when choosing a vacation destination.  The advertising effort includes TV spots, ads in print and alternative media outlets, which invite spectators to visit the newly redesigned PRTC’s website, to enjoy the full film shorts. The shorts will also be available in other websites, including Trip Advisor, a special partner of the PRTC in this project.

The new advertising campaign will be officially launched during the last week of the US Open tennis tournament, one of the world’s main sporting events. The ads will begin to air as part of CBS’ transmissions during the Women’s Semi Final matches on September 6th, through the Men’s Final Match on September 9th.

For more information, go to

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