PRTC Introduces Partnership with Newly Established DMO at IPW 2018
May 23, 2018
Photo: Carla Campos of PRTC introduces Brad Dean of PR DMO to U.S. and international tourism industry at IPW_ Credit Blake Kimmel
PRTC Executive Director, Carla Campos and new DMO CEO, Brad Dean, Join Forces to Share Major Milestones and Propel the Destination Forward
SAN JUAN, Puerto Rico, May 22, 2018 – The Puerto Rico Tourism Company (PRTC) today formally welcomed the recently appointed CEO of the Puerto Rico Destination Marketing Organization (DMO), Brad Dean, during the U.S. Travel Association’s IPW 2018 event in Denver, CO. While celebrating major milestones including break through cruise passenger numbers expected in May and June, air capacity expected to equal those from 2016 by as soon as the Fall, and occupancy levels improving as renovated hotels open their doors, both organizations came together to showcase to the U.S. and international tourism industry partners Puerto Rico’s outlook and vision to launch a new Puerto Rico through their strategic partnership.
In March 2017, Puerto Rico Governor, Ricardo Rosselló, authorized the creation and development of a privatized DMO for Puerto Rico, via Act No. 17, to promote Puerto Rico as a premier business and leisure destination given the significant impact tourism has on the economy. “Governor Ricardo Rosselló implemented this Act to put the destination (and economy) first by ensuring objectivity, consistency and best-in-class marketing strategies to increase business and leisure visitation, which ultimately benefits the Island’s residents and businesses,” said Carla Campos, Executive Director of the PRTC. “Brad Dean’s vision for the future of destination marketing in Puerto Rico and leadership of the new DMO will ensure reimagined and forward-thinking efforts to propel the destination forward. The addition of a dedicated organization for destination marketing also paves the way for the PRTC to focus on promoting growth in tourism through sound planning and development, serving as an ideal counterpart for the DMO.”
Beginning July 1, 2018, the goal and purpose of the DMO is to market Puerto Rico as a premier destination outside of Puerto Rico for leisure and business travelers. Now more than ever, as the destination continues to make great strides towards a full comeback, reimagined marketing and a strong brand for the destination is critical. “There is nothing greater than the transformative power of travel and tourism to help Puerto Rico, its residents and businesses continue towards its already promising recovery,” stated Dean.
To accomplish the creation of a strong brand to drive the destination forward, the DMO will have a strong counterpart in the local government, specifically in the PRTC, to ensure the destination, as a product offering, is superior. PRTC will continue planning and developing the tourism offering to enhance the visitor experience, including all management of maritime and air access, relationships with hotel partners, creation of new attractions, routes and itineraries, and will also establish a local marketing strategy to encourage residents to experience all that the Island offers. The PRTC is committed to working alongside the DMO and private sector partners who have demonstrated increased confidence in the Island to achieve continued major milestones throughout the rest of the year and into 2019.
Both organizations will work together, alongside key tourism players on the Island to ensure proper planning across the industry, investment promotion and product development are all in sync. Participation and representation from both the public and private sectors within the local tourism industry will yield strong benefits for the economy and attract not just visitors, but investors and potential employers to the Island.
For more information, visit SeePuertoRico.com. And, for information on other Island updates, visit http://status.pr/.
About the Puerto Rico Tourism Company
The Puerto Rico Tourism Company (PRTC), founded 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 visitors and 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.
About the Puerto Rico Destination Marketing Organization
The Puerto Rico Destination Marketing Organization, “Corporación para la Promoción de Puerto Rico como Destino” is a newly established private, not for-profit enterprise whose mission is to make Puerto Rico visible to the world as a premier travel destination. The DMO will bring prosperity to the people of Puerto Rico by collaboratively positioning the Island’s diversity and uniqueness for leisure, business and events. It is responsible for all global marketing, sales and promotion of the destination and must work collaboratively with key local governmental and non-governmental players throughout Puerto Rico’s visitor economy and community at large, while powering economic growth.
