By The Star Staff
The beginning of 2024 saw increases in passenger arrivals, demand for accommodations, hotel rates and short-term rentals, and jobs in the recreation and accommodation sectors, according to market data compiled by Discover Puerto Rico.
Likewise, growth of 2% is anticipated for the second quarter of the year in hotels, 23% in short-term rentals and 13% in reservations for tickets to Puerto Rico processed from outside the island. In the third quarter, the pace of reservations anticipates even greater growth, said Laressa Morales, director of research and analysis at Discover Puerto Rico.
“Some of the most frequently asked questions we receive are whether this growth will be sustained and whether we will have another record year,” Morales said during the Discover Puerto Rico Industry Update Report in a written statement. We are pleased to share that in the first months of 2024 we see that tourism continues on the upward trajectory and continues to strengthen.”
“We have witnessed unprecedented growth that surpasses even the remarkable records set the previous year,” added Fernando Rodríguez, Discover Puerto Rico’s CFO. “This outstanding achievement is a testament to the hard work, dedication and innovation of all those involved in promoting our island as a premier tourist destination and a resilient industry and a strain of entrepreneurs who see tourism as great opportunities to progress and develop the Puerto Rican economy.”
During the event, the evolution of the Vive Boricua or “Live Boricua” campaign was also announced, which in March premiered a new series of ads starring Puerto Rican talents that invite travelers to discover local attractions.
The ads will be interspersed with previous versions of the advertising guidelines that will air in the 18 main Puerto Rican tourism markets and in international markets.
Likewise, it was reported that the promotions that Discover Puerto Rico carried out in February with the production of Jimmy Kimmel Live! had an advertising value of $989,000 and an investment of $440,000.