The destination sees the highest-ever passenger arrivals and lodging revenue, breaking previous records and demonstrating the island’s standout Island resiliency and strong strategic planning by the DMO.
By Jorge J. J. Martínez
Discover Puerto Rico, the Island’s Destination Marketing Organization (DMO), has announced unparalleled year-to-date figures for the tourism industry. These exceptional results demonstrate the current strong economic recovery, and the U.S. Travel Association has recognized them. The group’s National Council of State Tourism Directors elected Brad Dean, CEO of Discover Puerto Rico, as State Tourism Director of the Year, the industry’s highest honor.
Since the start of 2021, the Island has seen a remarkable recovery, topping 2019 numbers, which were record-breaking even. July 2021, for example, beat the previous record set in June in terms of passenger arrivals to the Luis Munoz Marin International Airport (SJU); the second quarter of 2021 had more arrivals than any other quarter on record.
The Island is experiencing the highest average daily rate for both hotels and short-term rentals, and the year-to-date demand is at a record high, surpassing 2019 by 8%. The Island has the highest year-to-date lodging revenues with record demands and rates, and room rates and occupancy outpace other U.S. destinations.
These numbers are a testament to the Island’s resilient local communities and, the tourism industry as a whole and speak to the work and dedication of Discover Puerto Rico, under Brad Dean’s unwavering leadership.
The U.S. Travel’s National Council of State Tourism Directors—a body representing the tourism offices of all states and U.S. territories—recognized Dean’s achievements. They voted him the State Tourism Director of the Year, an award announced on August 16th.
Other state tourism directors nominate candidates for the State Tourism Director of the Year Award and a slate of three finalists is presented for selection by ballot. Puerto Rico is the first-ever U.S. territory to be recognized with this award. “It is truly impressive the way Brad has excelled in understanding the culture and spirit of Puerto Rico and how to position it to attract travelers,” said U.S. Travel Association President and CEO Roger Dow. “His affection for the beauty of the Island is reflected through the organization’s industry-leading marketing efforts, which despite the headwinds of the past year, has resulted in a phenomenal success.”