Discover Puerto Rico, the Island's official Destination
Marketing Organization (DMO), has announced a record-breaking year for its
tourism industry in 2024 with remarkable growth in air travel, lodging and leisure
and hospitality sector employment.
Puerto Rico’s exceptional 2024 cemented a fourth consecutive
record-breaking year in tourism metrics that includes:
- Air Passenger Growth: Luis Muñoz Marin
International Airport experienced record growth in with over 6.6 million
passenger arrivals, representing over 518,000 more passengers and an 8 percent
increase from 2023.
- Lodging Demand: Nearly 7.3 million room
nights booked, according to STR and AirDNA data, a 7 percent increase from
2023.
- Job Creation: A record 101,700 leisure
and hospitality jobs by November 2024, a 5 percent increase over the previous
year, as reported by the Bureau of Labor Statistics.
- Cruise Tourism Revival: Over 1.4 million
cruise passenger visits to San Juan Cruise Port in 2024, marking a 10 percent increase
from 2023.
"Puerto Rico's tourism industry has reached new heights
in 2024, solidifying our position as a leading global destination," said
Leah Chandler, CMO of Discover Puerto Rico.
She added, "This milestone year reflects not just the
appeal of the Island's vibrant culture and natural beauty, but the tireless
dedication of our team and partners who have embraced innovative strategies to
elevate Puerto Rico's profile. As we set our sights on 2025, we're focused on
sustaining this momentum and continuing to inspire travelers around the globe
to visit our Island."
Discover Puerto Rico's 2024 success was elevated by
strategic collaborations with leading brands and media outlets, positioning the
organization as a pioneer in destination marketing that included:
- Live Boricua Campaign Evolution: An evolved campaign deepening its focus on the unique Puerto Rican way of life.
- Technological Advancements: Collaborations
with leading tech brands such as Anoki, Clicktripz and utilizing Times Square’s
new 3-dimensional billboard capacity.
- Impactful Media Partnerships: These include
Time Magazine and Forbes events along with Atlas Obscura creating a four-part
audio series exploring the Island's cultural roots and global influence.
- Captivating Cruisers: The first-ever
cruise-specific promotion with a data-driven strategy elevating Puerto Rico's
profile as a premier cruise destination.
- Beyond Tourism: To celebrate the 70th
anniversary of the iconic Piña Colada, Discover Puerto Rico partnered with Van
Leeuwen Ice Cream to create a custom ice cream flavor. Free scoops were handed
out from a truck at three New York City locations on Piña Colada Day, while
pints sold out in two weeks.
"Puerto Rico's tourism growth is a testament to the
transformative power of bold marketing and strategic partnerships,"
Chandler added. "By authentically amplifying the Island's vibrant culture
and embracing the latest technologies, we've ignited a new wave of travelers
while setting a groundbreaking standard for how destinations connect with
audiences on a deeper, more meaningful level."
As the DMO continues to prioritize forward-thinking
strategies and conscious travel, 2025 promises to build on the remarkable
achievements of 2024. This year the destination anticipates the introduction of
more direct flights from cities across the U.S., a variety of new hotel
openings, including those in the luxury market and the inaugural Puerto Rico
Wine and Food Festival showcasing the Island's world-class culinary talent.
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