Discover Puerto Rico, the island’s destination marketing organization, has a new campaign, #GoForPuertoRico, that stresses the fact that the Island is open for tourism and to encourage visitation following January’s seismic activity. Drawing inspiration from Puerto Rico’s resilient spirit, the new creative focuses on the Island’s diverse offerings, and communicates that by traveling, visitors are fueling local communities.
Puerto Rico had record-breaking tourism numbers in 2019 and expects to sustain the momentum into 2020. Lodging revenue, which includes hotels and independent rentals, reached $1 billion in the past year. As a result of the additional hotel and independent rental inventory, the available supply on the Island increased 11.1 percent from the previous high in 2017. In addition to record supply, there was also a record demand, with a 2.3 percent increase, signaling an unprecedented pace of recovery for the destination.
Air access reached an all-time high. The island received 5.2 million passenger arrivals across all airports throughout the island.
The new campaign builds upon Discover Puerto Rico’s brand campaign “Have We Met Yet?,” which was launched in April 2019. It focused on the hospitality of the Puerto Rican people, the cuisine, festive spirit, and abundant natural attractions.
“Our destination is ready and continues to receive visitors not only in the San Juan area, but across all regions,” said Brad Dean, CEO of Discover Puerto Rico, in a statement. “A way people can show their support for the Island is to travel to Puerto Rico for their vacations, work trips, meetings, conferences and events. Flights are operating normally to all airports, attractions across the Island are open, and all major hotels are operating,” he added.
“The campaign launched across digital banners, social, and pre-roll in key markets and in over-the-top TV, the first since the DMO’s inception,” said Leah Chandler, CMO of Discover Puerto Rico, in a statement. “The overall impetus behind the development of the campaign is to remind people that the best way to support Puerto Rico is to go, and now more than ever, hotels, small business owners, restaurants, artisans, tour operators, among other tourism partners, are ready to welcome visitors with open arms, which in turn will spur the local economy,” she added.