Puerto Rico now has two tourism organizations, both of which, although separate entities, will work in tandem to promote the island as a premier business and leisure destination.
A privatized entity authorized by Gov. Ricardo Rossello in March 2017 is now in charge of marketing the tourism product. It was called the Puerto Rico Destination Marketing Organization, but last week at Destinations International, a meeting of destination marketing professionals, the group announced it had changed its name to Discover Puerto Rico.
The existing Puerto Rico Tourism Company (PRTC), founded in 1970, used to handle the marketing functions for the country but now is responsible for the planning, development, growth and management of the tourism product.
"The addition of a dedicated organization for destination marketing has paved the way for the PRTC to focus on promoting growth in tourism through sound planning and development, serving as an ideal counterpart for Discover Puerto Rico," said Carla Campos, the PRTC's executive director.
In March, Brad Dean was named CEO of Discover Puerto Rico, and he said at the time that "Puerto Rico's recent past has been challenging, but the future is bright for its tourism industry.
"I look forward to using the transformative power of travel and tourism to help catapult Puerto Rico, its residents and its businesses forward."
Dean took up the reins of office in late April.
As the destination continues to make strides towards a full comeback, reimagined marketing and a strong brand are critical, according to Dean.
The PRTC continues to plan and develop the tourism offering, including air and sea access, relationships with hotel partners and the creation of attractions, routes and itineraries.
"The PRTC will work alongside Discover Puerto Rico and private sector partners to achieve continued major milestones through the rest of the year and into 2019," Campos said.