A 5th-straight record year for tourism projected

Discover Puerto Rico CEO Jorge Pérez

Revenues through October

exceeded $1.7 billion

By THE STAR STAFF

Discover Puerto Rico anticipated Wednesday that 2025 will close as the fifth consecutive record year for the island’s tourism industry, reporting $1.707 billion in revenue from hotel nights and rentals between January and October, according to its first Industry Update Report held in Ponce.

“We are experiencing a moment of great momentum that we will continue to capitalize on to take Puerto Rican tourism to the level it deserves,” Discover Puerto Rico CEO Jorge Pérez said in a written statement. “We are a world-class destination. 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.”

The report reflected a year-over-year increase of 9% in lodging revenue and a similar rise in demand for hotel nights and short-term rentals. Passenger arrivals also showed a 4% increase, while reservations through March are maintaining a higher pace than last year, according to data collected on Nov. 24.

Discover Puerto Rico Chief Marketing Officer Storm Tussey presented the strategy that will guide promotional campaigns for the next three years, focused on audiences with high purchasing power.

“Our strategy is based on the principle of continuous improvement, in which every investment must have measurable results,” she stated. “Our vision for the evolution of the Live Boricua campaign is to offer vibrant, sensory, and deeply immersive experiences.”

Tussey said the approach includes segmented initiatives for female travelers, Spanish-speaking communities, adventure-seeking visitors, and audiences attracted to luxury experiences, supported by strengthened data collection and conversion tools.

The accountability event was held in Ponce for the first time, Discover Puerto Rico noted. Municipality of Ponce Director of Tourism Iván Rodríguez presented the tourism developments in the southern region, including new attractions and the arrival of cruise ships.