Mayors call for greater promotion of tourism in Puerto Rico’s towns
In a joint appeal to strengthen Puerto Rico’s tourism sector, municipal leaders from across the island gathered in New York City to advocate for greater promotion of the island’s 78 municipalities as tourist destinations.
The event ended with a consensus that the government-owned Puerto Rico Tourism Co. and the island’s destination marketing organization, Discover Puerto Rico, must revise their promotional strategies to give more visibility to towns beyond the traditional beach and resort offerings.
“The promotion of the island shouldn’t be limited to beaches and inns; it must include all types of tourist attractions and facilities offered by the 78 towns,” said Aguada Mayor Christian E. Cortés-Feliciano, who represented the Puerto Rico Mayors Association at the event.
“Each municipality has something to offer, from a succulent gastronomic offering, museums, historical sites, and unique facilities such as inns and guesthouses,” he added.
Cortés-Feliciano cited historical attractions in Aguada, such as the Central Coloso sugar mill and sites tied to the island’s discovery. He said Discover Puerto Rico’s public relations firms should incorporate input from municipal leaders to ensure fair representation in campaigns.
The forum, titled “Discussion on Community Empowerment and Opportunities in the Municipal Tourism Industry in Puerto Rico,” was organized by CROEM Alumni. It served as a platform for both the Federation and Association of Mayors to align on a shared strategy for tourism that highlights the cultural and historical value of their towns.
Mayors from both groups said the centralized promotion model has left many communities underrepresented despite their tourism potential. They argued that promoting local cuisine, heritage sites and lodging options could spur regional development and job creation.
A key focus of the meeting was ensuring that future campaigns integrate feedback from municipal governments.
“The advertising executives who manage the different campaigns should have our advice so that each town can benefit,” Cortés-Feliciano said.
Ponce Mayor Marlese Sifre-Rodríguez also underscored her city’s attractions.
“In addition to the Ponce Fire Station and the prestigious Ponce Museum of Art, we have hundreds of attractions,” she said. “Ponce’s greatest attraction is its people, a town that participates in a joint effort that invites visitors to return. We have Serrallés Castle, Caja de Muertos Island, La Cruceta del Vigía, La Guancha, Hacienda Buena Vista, Plaza de las Delicias and hundreds of other excellent attractions.”
Also joining the discussion were Sens. Juan Oscar Morales, José Luis Dalmau and Marissa Jiménez, along with Reps. Jorge Navarro, Wilson Román, Gretchen Hau, Carmen Medina, Eddie Charbonier, José Varela, Félix Pacheco, Wanda del Valle, Joe Colón, Estrella Martínez and Jerry Nieves.
Looking ahead, the mayors committed to continuing the dialogue and working with tourism agencies to develop a strategy that reflects the diversity of Puerto Rico’s towns.
Their call aligns with broader efforts to decentralize economic opportunities and strengthen local communities through inclusive tourism development.
