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  • Writer's pictureThe San Juan Daily Star

Governor inaugurates exhibit booths at Spain’s tourism fair



FITUR IS the most important global tourism industry fair of the year, to be held from January 24 to 28 in Madrid and in which 152 jurisdictions or countries and some 9 thousand exhibitors participate.

By The Star Staff


Governor Pedro R. Pierluisi, together with the Tourism Company Executive Director Carlos Mercado Santiago, San Juan Mayor Miguel Romero and executives of Discover Puerto Rico, inaugurated today exhibit booths at the International Tourism Fair (FITUR) in Spain.


“Puerto Rico has had three years of growth in the tourism industry, exceeding the numbers before the pandemic. This has been possible thanks to the strategic investment in the marketing and promotion of our destination. Last year, I was participating in this event, and continuity is important to provide security to the market and maximize business opportunities for our Island. A Puerto Rican delegation of businessmen who contribute to our tourism sector will have business meetings to continue strengthening relationships in this important industry. Likewise, I will be participating in meetings, gatherings, and events in which I will talk about our Island as an ideal place to visit and invest,” said Governor Pierluisi, who received a visit from the King of Spain, Felipe VI, at the exhibitor. Puerto Rico.


The governor explained that the first location of the Puerto Rico exhibition is within the Las Americas Pavilion to allow for greater presence. In addition to business meetings, exchanges and orientations on the offers available in all the tourist regions of the Island, the program will include: demonstrations and group salsa classes; live music performed by Puerto Rican plena groups; tastings of different types of coffee grown by agrotourism companies; a master class by renowned Rums of Puerto Rico ambassadors; visuals of attractions of “destinations within the destination, using virtual reality and augmented reality screens and technology; sensory experience with sounds of fauna and typical music and decoration with elements representative of the iconic architecture of Puerto Rico.


The second location dedicated to the destination mainly emphasizes the ecotourism and adventure activities available in Puerto Rico. In keeping with the motto “Adventure to the Island of Enchantment”, and for the first time in the history of the event, a zip line over 60 feet high has been created simulating one of the most renowned adventures on the Island, Toro Verde Adventure Park in Orocovis.


The facility, run by certified operators and the product of a collaboration between Puerto Rico and IFEMA, will be free of charge for the enjoyment of all those attending the fair. It is the first time that FITUR exhibits a destination experience in its central square, further captivating the attention of visitors and the media present there. During the ribbon cutting of this second exhibitor, the president of the Castilla-La Mancha community, Emiliano García Page, was present, with whom a collaboration agreement was signed last year and a project by the company “Toro Verde” was made viable in the city of Cuenca.


Considered one of the most essential business conventions in the tourism sector, FITUR annually has the participation of thousands of industry professionals such as: representatives of airlines and cruises, tour operators, hoteliers, attractions, and travel agents, among others.


“As a Featured Leisure Destination at FITUR 2024, Puerto Rico’s innovative proposal in the Las Americas Pavilion was designed so that you can appreciate first-hand the distinctive culture, natural attractions, gastronomy and experiences that make the Island a place of unique attraction in the Caribbean region. During the five days of the convention, representatives of the Government of Puerto Rico, entrepreneurs, investors, wholesalers, and Puerto Rican operators will be participating in business meetings and presenting participants with the best of natural beauty, rich history, variety of options, and business and investment opportunities available on the Island,” said the executive director of the CTPR.


The Puerto Rican delegation that will participate in FITUR is made up of: Discover Puerto Rico, Convention District, Rums of Puerto Rico, The Condado Collection, Bahia Beach Resort, Aerostar, Toro Verde, Wyndham Río Mar, RST Destination Managet, Grupo Misla, Complejo Ferial Ponce, Aloft Ponce, Hotel Fox, HB Tours, RIMA Music, Esto es Vida properties and Vive la Van.


Finally, the governor said “Puerto Rico’s participation in events like FITUR is vital to continue raising the Island’s profile as a diverse, world-class destination internationally, strengthening existing business alliances and exploring new growth opportunities.”

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