Travel insights from Brad Dean, CEO of Discover Puerto Rico

Discover Puerto Rico Tourism Update: January 2020

Dear Industry Partners,

We continue with all efforts set forth within our existing crisis communications plan to ensure our cadence of marketing and messaging is responsible but accelerated given we are amidst our high season and tourism’s role for the economy. Find via this link, our Post Seismic Activity Communications Plan in the form of a one-pager for easy reference. Within it, you’ll see how our cadence of communications efforts evolve as we keep monitoring the situation and adapt messaging and tactics, as needed.

We continue with the delivery of our “open for tourism” messaging, communicating that a great way to help is by visiting, seeking industry support/collaborations/partnerships, and showcasing continued interest from travelers in wanting and coming to visit.

This week, we are activating in-person media junkets in key US/international markets. We have a New York media tour taking place tomorrow, Tuesday, where we are scheduled to speak one-on-one with Skift, The Points Guy, Travel + Leisure, Wall Street Journal, People en Español, ETN News, Lonely Planet, and others. On Wednesday, we are participating in the Caribbean Hotel and Travel Association (CHTA) Marketplace and presenting to key members of trade and press (including Elite Traveler, Coastal Living, Thrillist, Travel Weekly, Travel Agent Magazine, Travel Pulse, USA Today, among others) during a press conference. Also starting on Wednesday, we will be actively participating at FITUR, an international tourism trade fair in one of our key global markets, Spain. And for Friday, we have secured one of only eleven spots (from all exhibitors) to host a press conference at the New York Times Travel Show. During all occasions, we will share that we are open for tourism, our latest stats, the strong momentum we had in 2019 and our plans for regaining that momentum in 2020.

Media outreach is ongoing as we secure interview opportunities daily, like our most recent interview with The Washington Post last Friday. In addition, we are seeking Op-Ed opportunities to share our “open for tourism” message—the first one will be published this week by the Caribbean Journal.

Pre-programmed activity continues to be pushed out across all our channels. This past week, we posted on our consumer and industry Facebook pages a video featuring user-generated content that speaks to the current status of the Island. Our user-generated content posts on Facebook have resonated well with audiences and have reached over 944,000 people.

Thank you for continuing to push out this message alongside us. If you have any questions or receive media inquiries as to the status of the Island, do send them our way. 


Brad Dean 
CEO of Discover Puerto Rico, Puerto Rico’s Destination Marketing Organization

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