|
|
|
.
Puerto Rico Tourism Company Unveils Initiatives for 2003 |
SAN JUAN, Puerto Rico, Feb. 11, 2003 - The Puerto
Rico Tourism Company (PRTC) kicks off the new year with a tour of New York
City, Chicago, Miami, Los Angeles and Dallas, hosting an event in each
market to re-introduce the media and travel industry to Puerto Rico's authentic
Latin culture and diverse activities and discuss the economic impact these
new initiatives will have on the island. Jose M. Suarez, who was
appointed PRTC executive director on December 23, 2002, will lead the missions.
The objective of the missions is to re-acquaint the travel media with Puerto Rico's beauty, culture and attractions, and give a preview of exciting plans for the future of Puerto Rico tourism. Consumer and trade media, as well as key industry leaders, including travel agents, cruise, hotel, tour operator and airline executives, will be in attendance. "This is a very exciting time for tourism in Puerto Rico," said Suarez. "These missions focus on our primary U.S. markets, and serve as a means to showcase the latest developments in Puerto Rico's destination branding, infrastructure improvements, hotels, attractions, marketing initiatives and economic growth. It is also an opportunity to remind our friends that we are a must-see destination that awaits their visit." Each event will be a celebration of the cuisine, drink, music and dance of Puerto Rico with a business presentation by Mr. Suarez. The Puerto Rico media missions are scheduled as follows:
Travel & Transportation Forum Major new tourism development strategies are part of an overall effort by the government and private sector of Puerto Rico to improve existing infrastructure and develop new opportunities to keep the island's tourism industry growing. The Committee for Air Access and Transportation has come together to bring air service to Puerto Rico to new levels. Recent results include new flights by Pan Am into Aguadilla, a rapidly growing tourism hub on the western coast of the island; new service by Caribbean Sun Airlines, a sister company of Antigua-based Star Airlines, between San Juan and Antigua, St. Kitts Tortola and St Maarten; and discussions are under way with several other airlines to improve and expand their service. The cruise industry is also experiencing growth on the island. Puerto Rico, one of the top three cruise ports in the world and the top port in Latin America and the Caribbean, has negotiated an agreement with the Florida Caribbean Cruise association to reach out to cruise passengers, encouraging them to spend more time on the island, in association with their cruise itineraries. Through marketing tools including video in the ship's cabin, distribution of brochures at port, providing crews with scripts and guidebooks and sending PRTC promotional staff to board ships while they are at port, cruisegoers are learning more about Puerto Rico and being enticed to explore. In addition, the Wind Surf, a Windstar cruise ship, will be making stops on the Puerto Rican island of Culebra, 17 miles off of the east coast. Stops began in January 2003. Itineraries consist of a relaxing day of sunbathing and snorkeling on Flamenco Beach, rated one of the World's Best by the Discovery Channel. Another major project, expected to have an immense economic impact for the island, is the Puerto Rico Convention Center in San Juan, which will be the Caribbean's top meeting facility upon its completion. Scheduled to open in Spring 2005, this new facility will position Puerto Rico among world-class contenders in the market for large meetings and conventions. The Convention Center will have 580,000 sq. feet of meeting space, including a 159,000-square foot exhibition hall and a 40,000-sq. foot banquet hall. The project is in the first phase, which involves the development of infrastructure to support the facility (roads, electricity, water) and the construction of a hotel with 850 rooms, expected to open in 2006. Future phases will triple meeting space and add a second hotel, as well as residential, office and retail space. Marketing & Promotions Over the past year, PRTC has implemented aggressive marketing initiatives to elevate awareness about the diversity of activities, the authentic Latin culture and other characteristics that make the island a top choice for potential visitors from the mainland. PRTC is broadening the reach of promotional and marketing efforts into new markets including Chicago, Dallas and Los Angeles, and has created new promotional campaigns geared toward moving away from the perception of the island as a generic beach destination. One of the exciting and innovative ways in which PRTC will reach potential visitors this year is through new 30-minute infomercials that will run on local cable stations in the Chicago, Dallas and Los Angeles markets beginning in February. These television campaigns are geared toward promoting the destination and peaking interest in the niche markets that are well served throughout the island, including golf, scuba, spas, adventure and ecotourism. This new visual tool is a unique way to capture viewers and introduce them to the vacation of their dreams. PRTC has also partnered with several major media outlets to promote the island through special programs.
Hotel Developments Moving into the future, Puerto Rico is experiencing immense growth in our tourism infrastructure, with 21 new hotel projects actively under development, totaling an investment of over $560 million dollars and resulting in 2,782 jobs in the construction stage and 2,572 permanent positions during operation. These properties will add 2,261 rooms to Puerto Rico's inventory (a 15% increase in the total capacity), for a total of 12,865 rooms on the island. The following projects are nearing the opening phase at this time:
PRTC is taking a new approach to marketing the island's independently owned hotels with unique locations throughout the island, including Vieques and Culebra. The Unique Collection - Luxury Hotels of Puerto Rico is a group of small hotels and resorts throughout the island that offer individualized service and settings for a distinctive Puerto Rico experience. The properties included in the collection are Copamarina Beach Resort (Guanica), El Convento (San Juan), Horned Dorset Primavera (Rincon), Hix's Island House (Vieques), Inn on the Blue Horizon (Vieques), Rincon Beach Resort (Rincon), Villa Montana (Isabela) and The Water Club (San Juan). Regional Destination Branding Program In January, as part of Governor Calderon's far-reaching strategic plan to support and expand the island's tourism and economic development program, PRTC introduced Puerto Rico's first regional destination branding program. "Porta del Sol" was the first region launched and was designed specifically to promote the western area of the island. This regional program for the west is the beginning of what will be a gradual roll-out of three other regional marketing initiatives for the south, east and central regions of the island. Region-by-region promotional efforts will continue through 2004 and beyond, in an effort to expand the island's tourism. "Porta del Sol" will comprise a public relations, advertising and marketing strategy to promote the western region as a destination for vacationers seeking authentic Latin culture, diverse activities, as well as pristine beaches and lush natural scenery. Travel Agent Programs Focusing on the vital role of travel agents in promoting the destination, the PRTC launched the newly redesigned Travel Agent Section of http://www.gotopuertorico.com in November. In this section, agents will find a comprehensive online guide that serves as a broad resource for travel agents to reference when planning and booking memorable Puerto Rico vacations for their clients. Puerto Rico Travel Experts, the established program designed for travel agents interested in becoming certified experts on Puerto Rico, will continue this year with 20 seminars planned throughout the U.S. from March through May. The program consists of a series of seminars, field trips and workshops that provide information on a variety of topics, including Puerto Rico's accommodations, golf, spas, scuba, history & culture, attractions, dining & nightlife, beaches, water activities and much more. For more information on participating in a seminar and becoming a Puerto Rico Travel Expert, agents should call 800-223-6530 x504, or email [email protected]. Additional information is available online at http://www.gotopuertorico.com/travelagent . Finally, the Puerto Rico Tourism Company is launching a dedicated travel agent hotline for quick access to support and materials including:
The Puerto Rico Tourism Company (PRTC), created in 1970, is a public corporation responsible for stimulating, promoting and regulating the development of the tourism industry. It markets Puerto Rico as a tourism destination through advertising, public relations and promotional activities; promotes tourism among local residents; provides visitor orientation and technical assistance to investors; evaluates tourism facilities and establishes standards of quality; and regulates and oversees gaming operations. PRTC has offices and representatives in the U.S. mainland, Canada, Europe and Latin America. |
Contact:
The Puerto Rico Tourism Company http://www.gotopuertorico.com |
Also See | Puerto Rico Report / 2002 National Lodging Forecast / Ernst & Young LLP / Feb 2002 |
Puerto Rico Tourism Company Updates Hotel Projects On the Island / November 2001 |