Tourism lodging nears $2B as Discover Puerto Rico looks ahead
Puerto Rico’s visitor economy is approaching what officials describe as an “unprecedented milestone,” with lodging revenues from hotel nights and short-term rentals reaching $1.71 billion from January through October.
The figure represents a 9% increase over the same period last year and puts the industry on pace to surpass $2 billion in lodging revenue for the first time.
Passenger arrivals rose 4% year over year, while demand for hotel nights and rentals increased 9%. As of Nov. 24, bookings for hotel stays and short-term rentals through March were outpacing the same months in 2024, suggesting a strong high season ahead.
“We’re experiencing a moment of great momentum that we’ll continue to capitalize on to take Puerto Rican tourism to the level it deserves,” said Jorge L. Pérez, CEO of Discover Puerto Rico, during the agency’s first Industry Update Report held in Ponce.
“We are developing new strategies and changing mindsets so that our visitor economy flourishes and provides more and better opportunities for all professionals and entrepreneurs in this industry,” he said.
During the event, Chief Marketing Officer Storm Tussey outlined a three-year promotional roadmap. She said the strategy focuses on high-purchasing-power travelers, adventure seekers, Spanish-speaking audiences, female travelers and visitors drawn to luxury experiences.
The plan relies on deeper audience segmentation, expanded consumer-data collection and more targeted conversion efforts.
“Our strategy is based on the principle of continuous improvement, in which every investment must have measurable results,” Tussey said. She added that the evolution of the “Live Boricua” campaign will emphasize “vivid, sensory and deeply immersive experiences” meant to help travelers imagine themselves on the island the moment they see the promotions.
The program also included an update from the Municipality of Ponce on new attractions and cruise operations. It was the first time Discover Puerto Rico’s annual industry report was held in the southern city.
