California Leads Texas and More in a Quest to Fuel Puerto Rico Tourism Recovery With a Surge in Tourist Arrivals in 2026

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The record number of mainland American tourists to Puerto Rico in 2026 has set a new benchmark for recovery. This record-breaking number is largely due to the unprecedented number of travelers coming from California. New travel stats from the Puerto Rico Tourism Company show that California had more travelers to Puerto Rico than Texas. The combination of flights and marketing efforts that allow remote work has fueled travel from the western US. Californians are reshaping Puerto Rico’s economy with their travel dollars. These travel demographic changes showcase the global interest in tourism on Puerto Rico and set records for the resilient hospitality sector and establishment of new businesses.

Executive Overview: A Paradigm Shift in Caribbean Travel Dynamics

The archipelago of Puerto Rico has undergone a structural transformation in its visitor economy, establishing itself in 2026 as one of the most resilient and fast-growing travel hubs in the Western Hemisphere. Historically reliant on traditional East Coast feeder markets such as New York, New Jersey, and Florida, the island is witnessing a profound geographical diversification of its visitor base. Official movement statistics released by public tourism entities and transportation authorities highlight an unexpected development: California has officially outpaced Texas and established a decisive lead as a primary origin market driving non-resident hotel bookings and air passenger arrivals.

This structural shift represents a pivotal phase in the Puerto Rico tourism recovery. Travel patterns that began taking shape earlier in the decade have crystallized into a permanent realignment. Affluent, long-stay travellers from Pacific hubs like Los Angeles, San Francisco, and San Diego are journeying in record numbers to the Caribbean island. Their elevated average daily expenditure and extended length of stay are injecting billions of dollars into local businesses, hospitality enterprises, and municipal coffers across the island’s 78 municipalities.

The implications of this migration are far-reaching. Beyond increasing total passenger counts at Luis Muñoz Marín International Airport (SJU), West Coast travellers are actively participating in experiential, eco-conscious, and heritage-focused travel. This shift directly supports the government’s long-standing goal of decentralising tourism away from the San Juan metropolitan district toward rural and coastal areas, including Rincón, Vieques, Culebra, and the central mountain range (Cordillera Central).

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|             PUERTO RICO VISITOR ORIGIN GROWTH SHIFT (2024 vs 2026)            |

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| Origin Market    | 2024 Share (%) | 2026 Share (%) | Growth Trajectory        |

+——————+—————-+—————-+————————–+

| California       | 8.4%           | 14.8%          | +76.2% (Primary Driver)  |

| Texas            | 11.2%          | 12.1%          | +8.0%  (Steady Growth)   |

| New York         | 16.5%          | 15.2%          | -7.8%  (Market Maturation|

| Florida          | 18.1%          | 16.9%          | -6.6%  (Market Maturation|

| Illinois         | 5.1%           | 7.3%           | +43.1% (Strong Growth)   |

+——————————————————————————-+

2. Historical Context: From Reconstruction to Destination Re-imagining

The Post-Hurricane Maria and Pandemic Trajectory

To fully comprehend the magnitude of the current Puerto Rico tourism recovery, one must examine the severe macroeconomic and natural shocks the island experienced over the past decade. Hurricane Maria in 2017 devastated physical infrastructure, severely impacting the electricity grid and damaging large portions of the island’s hotel inventory. Subsequent seismic activity in the southern region in early 2020, followed immediately by global travel restrictions during the COVID-19 pandemic, brought travel movement to a temporary standstill.

However, the response from public institutions and private sector stakeholders was marked by strategic rebuilds. Supported by federal disaster recovery funding and targeted public-private partnerships, Puerto Rico prioritised infrastructure modernisation. Crucially, the establishment of Discover Puerto Rico—the island’s independent Destination Marketing Organisation (DMO)—under Act 17 of 2017 provided a dedicated, non-partisan platform to rebrand the destination globally.

Traditional Origin Markets: Moving Beyond East Coast Dominance

For over half a century, the island’s travel economy operated under a heavy geographic concentration risk. Nearly two-thirds of all domestic US visitors originated from the Eastern Seaboard. While cities like New York, Boston, and Miami provided a reliable base of short-break vacationers, this concentration left the island vulnerable to regional economic downturns and localized weather disruptions along the US East Coast.

The strategic imperative post-2020 was clear: expand the island’s reach across the Central and Western United States. The 2026 statistics confirm that this diversification strategy has succeeded. By capturing market share in high-income states like California, Puerto Rico has mitigated historical seasonality, smoothed out low-occupancy periods during autumn months, and significantly increased average visitor yields.

3. The 2026 Shifting Demographics: California Leads Over Texas

West Coast Outperformance: Quantifying the Influx

Official passenger arrival analytics and lodging registration data from the Puerto Rico Institute of Statistics (Instituto de Estadística de Puerto Rico) confirm that California-based travellers accounted for a record 14.8% of all domestic mainland arrivals during the first half of 2026. This surpasses Texas, which held 12.1% of the market share, and positions California just behind traditional powerhouses Florida (16.9%) and New York (15.2%).

          REGIONAL SHARE OF U.S. MAINLAND ARRIVALS (2026)

  Florida     [=========================] 16.9%

  New York    [======================] 15.2%

  California  [====================] 14.8%  <– Historic High

  Texas       [=================] 12.1%

  Illinois    [==========] 7.3%

  Other States[================================] 33.7%

The growth rate of California tourist arrivals has outpaced all other major states, recording a year-on-year increase exceeding 22% in early 2026. This rise is attributed to several aligned factors: increased awareness of Puerto Rico’s culture, expanding direct flight capacity from major West Coast metropolitan airports, and the growing demand for hassle-free passport-free international-style travel among US citizens.

Comparative Breakdown: California, Texas, and New York Passenger Data

When analyzing Texas travel trends, visitor volumes from Houston Intercontinental (IAH) and Dallas/Fort Worth (DFW) remain substantial, driven by strong corporate travel and family vacations. However, Texas market growth has stabilized. Conversely, West Coast markets have experienced rapid growth.

High-Yield Visitor Profiles: Length of Stay and Spend Metrics

The economic impact of the Californian market extends beyond mere headcounts. Data from the compañía de turismo de puerto rico indicates that Californian travellers stay an average of 7.8 days—nearly three days longer than the overall domestic average of 4.9 days.

Because of the longer flight distance, West Coast visitors view Puerto Rico as an extended vacation or semi-remote working destination rather than a quick weekend getaway. Consequently, their average daily expenditure on lodging, fine dining, local guided tours, and artisan retail reaches $345 USD per person, compared to an average of $260 USD among travellers from Midwestern and Southern states. This high-yield profile drives significant hospitality sector growth across the island.

4. Government Announcements and Institutional Frameworks

Strategic Synergies: Discover Puerto Rico and the Compañía de Turismo

The sustained expansion of the US visitor surge is the direct result of coordinated policy and marketing alignment between the public sector and private industry. The Compañía de Turismo de Puerto Rico (CTPR), acting as the government’s regulatory authority, has worked alongside Discover Puerto Rico to execute targeted marketing campaigns.

In official releases, government leaders highlighted that strategic promotional investments made in Western US media markets over the past 36 months yielded a return on investment (ROI) exceeding 18:1 in direct visitor spending. Campaigns tailored specifically for West Coast audiences emphasized Puerto Rico’s unique combination of Caribbean beaches, bioluminescent bays, rich historic architecture, and vibrant culinary arts—positioning it as a culturally immersive destination that does not require a passport, foreign currency conversion, or international mobile roaming fees for US citizens.

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|             PUBLIC SECTOR & DMO STRATEGIC TARGETING MODEL                     |

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| Core Campaign Focus  | Target West Coast Demographic  | Key Value Proposition   |

+———————-+——————————–+————————-+

| Culture & Heritage   | Affluent Bay Area Travellers   | Historic Old San Juan,  |

|                      | & Los Angeles Creatives         | Gastronomy, Music       |

+———————-+——————————–+————————-+

| Eco-Adventure        | Outdoor Enthusiasts &          | El Yunque Rainforest,   |

|                      | Active Vacationers             | Surfing in Rincón       |

+———————-+——————————–+————————-+

| Luxury & Wellness    | High-Net-Worth Individuals &   | Luxury Resorts in       |

|                      | Executive Remote Workers       | Dorado & Rio Grande     |

+——————————————————————————-+

Targeted Promotional Campaigns Across Pacific and Sunbelt Hubs

Marketing initiatives deployed across digital platforms, connected TV, and high-impact outdoor displays in Los Angeles, San Francisco, San Jose, and San Diego highlighted key differentiators. By showcasing direct air routes and emphasizing sustainable, eco-friendly luxury accommodations, the campaigns resonated with environmentally conscious West Coast demographics.

Furthermore, strategic partnerships with major eco-tourism platforms and lifestyle media helped present Puerto Rico as a year-round paradise. This targeted positioning successfully diverted market share away from traditional West Coast tropical choices, such as Hawaii and Mexico’s Pacific coast, by offering a distinct Afro-Caribbean and Spanish heritage experience under US legal and financial standards.

5. Aviation Infrastructure and Direct Airlift Catalysts

Non-Stop Flight Expansions: Connecting Los Angeles, San Francisco, and San Juan

A primary catalyst for the influx of West Coast visitors is the expansion of direct flight expansion programs coordinated by the Puerto Rico Ports Authority and major US air carriers. Historically, reaching San Juan from California required layovers in Atlanta, Miami, or Charlotte, extending total travel time to ten hours or more.

       WEST COAST TO SAN JUAN (SJU) AIRLIFT EXPANSION

  [Los Angeles (LAX)]    ======================> [San Juan (SJU)]

                         Direct Daily Red-Eye

  [San Francisco (SFO)]  ======================> [San Juan (SJU)]

                         4x Weekly Non-Stop

  [Dallas/Fort Worth]    ————-> [San Juan] (Traditional Hub)

  [Miami (MIA)]          ————-> [San Juan] (Traditional Hub)

By early 2026, carrier capacity reached historical highs:

• Los Angeles International (LAX) to San Juan (SJU): Year-round, daily non-stop service operating on Boeing 787 and Airbus A321neo aircraft.
• San Francisco International (SFO) to San Juan (SJU): Expanded seasonal service upgraded to four-weekly year-round non-stop flights.
• Red-Eye Flight Optimization: Strategically timed overnight departures from California arrive in San Juan early in the morning, maximizing vacation days for travellers.

This expansion increased direct seat capacity from the US West Coast by over 40% year-on-year, lowering travel friction and offering competitive airfares that attract both leisure travellers and business executives.

Airport Capacity Upgrades at Luis Muñoz Marín International Airport

To handle record air passenger traffic, Aerostar Airport Holdings—the private operator of Luis Muñoz Marín International Airport—completed major terminal upgrades. Investments exceeding $200 million focused on modernising Terminal D, upgrading automated baggage handling systems, expanding TSA security checkpoints, and enhancing luxury lounge offerings.

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|            LUIS MUÑOZ MARÍN INTERNATIONAL AIRPORT (SJU) UPGRADES              |

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| Facility Upgrade         | Capital Investment | Operational Impact            |

+————————–+——————–+——————————-+

| Terminal D Modernisation | $85 Million        | Enhanced capacity for wide-   |

|                          |                    | body long-haul aircraft       |

+————————–+——————–+——————————-+

| Security Infrastructure  | $45 Million        | Reduced passenger processing  |

|                          |                    | times by 35% during peaks     |

+————————–+——————–+——————————-+

| Baggage Handling System  | $40 Million        | Automated transfer capabilities|

|                          |                    | for transcontinental flights  |

+——————————————————————————-+

These operational improvements ensured that the airport maintained high satisfaction rates even during peak winter travel windows, handling over 13 million total passengers annually with greater efficiency.

Regional Gateway Growth: Aguadilla and Ponce Developments

While San Juan remains the primary entry point, regional gateways are playing an increasingly vital role in distributing visitor arrivals across the island:

• Rafael Hernández Airport (BQN) in Aguadilla: Serves as the primary gateway to the island’s western region. Upgrades to its main runway allow it to handle larger transcontinental aircraft, providing direct access for surf enthusiasts and eco-tourists heading to Rincón, Isabela, and Cabo Rojo.
• Mercedita Airport (PSE) in Ponce: Positioned on the southern coast, Ponce has seen increased charter activity and regional connectivity, supporting heritage tourism and commercial visits to the island’s second-largest city.

6. Economic Performance and Key Sector Metrics

Hotel Revenue Benchmarks: ADR, RevPAR, and Occupancy Peak

The economic benefits of the visitor influx are visible across key hospitality metrics compiled by global lodging performance analytics providers and published by official government outlets. During the first half of 2026, Puerto Rico’s hotel sector recorded historic financial performance:

          PUERTO RICO HOTEL PERFORMANCE METRICS (2024 – 2026)

  Occupancy Rate (%)      [2024: 68.5%] ========> [2026: 76.2%]

  Average Daily Rate ($)  [2024: $280]  ========> [2026: $335]

  RevPAR ($)             [2024: $191.8] ========> [2026: $255.2]

• Average Daily Rate (ADR): Reached an all-time peak of $335 USD across all hotel categories, representing an 8.5% increase over 2025 levels. High-end luxury properties in Dorado, Rio Grande, and Condado recorded ADRs exceeding $950 USD during peak season.
• Revenue Per Available Room (RevPAR): Rose to $255.20 USD, driven by sustained occupancy levels that averaged 76.2% island-wide through the winter and spring seasons.
• Total Tourism Expenditure: Total tourism expenditure—including lodging, dining, local transport, attractions, and retail—surpassed $10.5 billion USD on an annualized basis, cementing travel and hospitality as one of the chief engines of the Puerto Rico economy.

The Exponential Growth of Short-Term Vacation Rentals

Alongside traditional hotels, the independent lodging sector experienced significant expansion. Short-term rentals managed through digital platforms expanded their geographic presence, providing accommodation options in coastal towns and mountainous interior municipalities where hotel inventory is limited.

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|               SHORT-TERM RENTAL DYNAMICS BY REGION (2026)                     |

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| Geographic Zone    | Active Units | Avg. Occupancy | Primary Guest Origin     |

+——————–+————–+—————-+————————–+

| San Juan Metro     | 12,500       | 78%            | NY, FL, CA               |

| West (Rincón/BQN)  | 4,800        | 72%            | California, Colorado     |

| East (Fajardo/Cieba| 3,200        | 69%            | Texas, Florida           |

| South (Ponce)      | 1,900        | 61%            | Local, NY, PA            |

+——————————————————————————-+

Data from public tax enforcement agencies reveals that room tax collection (impuesto sobre el canon de ocupación) from short-term rentals grew by 18.4% in 2026. This revenue directly funds local infrastructure, heritage preservation projects, and regional promotional campaigns.

Fiscal Impact: Tax Revenue Growth and Local Government Multipliers

The surge in tourism activity has significantly strengthened the territory’s fiscal health. Room taxes, combined with the general Sales and Use Tax (Impuesto sobre Ventas y Uso – IVU) levied on restaurant dining and retail purchases, generated hundreds of millions of dollars in net receipts for the Puerto Rico Department of the Treasury (Departamento de Hacienda).

These funds contribute to the island’s broader economic stabilization, supporting public services, municipal infrastructure improvements, and debt restructuring commitments overseen by local and federal fiscal authorities.

7. Public and Regional Impact: Economic Decentralisation

Dispersal of Tourism Revenue Outside the San Juan Metropolitan Area

Historically, up to 80% of visitor spending remained confined to the San Juan metropolitan area (including Old San Juan, Condado, Isla Verde, and Miramar). In 2026, official movement tracking shows that more than 42% of total visitor expenditure was distributed across municipalities outside the capital district.

            VISITOR SPENDING DISPERSAL SHIFT

  2020: [San Juan Metro: 80%] [Rest of Island: 20%]

  2026: [San Juan Metro: 58%] [Rest of Island: 42%]  <– Significant Decentralisation

This decentralisation is driven largely by West Coast visitors, who show a preference for road trips, eco-adventures, and rural cultural experiences. Key regions benefiting from this shift include:

• The West Coast (Rincón, Aguadilla, Isabela): A major hub for surfing, wellness retreats, and boutique lodging.
• The Central Mountain Range (Utuado, Jayuya, Adjuntas): Known for agro-tourism, coffee hacienda tours, hiking, and mountain eco-lodges.
• The East Coast and Offshore Islands (Vieques and Culebra): World-renowned for Flamenco Beach, bioluminescent bays, and boutique eco-resorts.

Cultural and Culinary Tourism as Primary Drivers

Puerto Rico’s culinary scene has emerged as a central pillar of its destination appeal. San Juan’s recognition as a major gastronomic capital in the Americas, combined with traditional culinary routes throughout the island—such as the Ruta del Lechón in Guavate and coastal seafood hubs in Joyuda—attracts high-spending food enthusiasts.

Visitors actively seek out authentic culinary experiences, supporting small-scale agricultural producers, local fisheries, and independent restaurant owners. This surge in demand has encouraged young Puerto Rican chefs and entrepreneurs to launch culinary ventures that celebrate traditional ingredients using modern techniques.

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|               KEY CULINARY & EXPERIENTIAL TOURISM CORRIDORS                   |

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| Corridor Name      | Geographic Focus   | Key Experiential Highlights        |

+——————–+——————–+————————————+

| Guavate Pork Route | Cayey (Central)    | Traditional Gastronomy & Live Music|

| Coffee Trail       | Jayuya & Utuado    | Historic Hacienda Tours & Tastings |

| Coastal Seafood    | Joyuda (Cabo Rojo) | Fresh Local Seafood & Sunset Dining|

| Eco-Adventure Hub  | Rio Grande         | El Yunque Canopy & River Tours     |

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Labour Market Expansion and Hospitality Workforce Dynamics

The sustained growth of the leisure sector has driven record employment levels within the local service industry. According to data from the Puerto Rico Department of Labor and Human Resources (Departamento del Trabajo y Recursos Humanos), total employment in the leisure and hospitality sector surpassed 98,000 direct jobs in 2026—an all-time record.

          LEISURE & HOSPITALITY DIRECT EMPLOYMENT (2020-2026)

  2020  [========================] 72,000 Jobs

  2022  [==============================bounds] 84,000 Jobs

  2024  [===================================] 91,500 Jobs

  2026  [======================================] 98,200 Jobs (Record High)

This employment boom has created diverse career opportunities in hotel management, culinary arts, tour guiding, aviation services, and digital marketing. To support this growth, public vocational institutions and universities have expanded specialized hospitality and bilingual tourism programs to train the next generation of industry professionals.

8. Policy Implications and Act 60 Synergies

Relocation Tax Incentives and Leisure Travel Integration

The influx of West Coast visitors is closely connected to Puerto Rico’s broader economic development incentives under Act 60 (formerly Act 20/22). The Incentives Code of Puerto Rico offers tax advantages to qualifying entrepreneurs, investors, and remote service providers who relocate to the island.

Many California professionals first visit Puerto Rico as leisure tourists or short-term remote workers before exploring commercial opportunities or permanent relocation under Act 60 incentives. This crossover between leisure travel, corporate investment, and real estate development creates a self-reinforcing cycle that drives ongoing economic activity and private capital investment in local industries.

Environmental Governance and Sustainable Eco-Tourism Policies

With visitor volumes reaching record numbers, the Department of Natural and Environmental Resources (Departamento de Recursos Naturales y Ambientales – DRNA) and local conservation bodies have updated environmental governance policies to protect the island’s natural assets.

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|             ENVIRONMENTAL PRESERVATION INITIATIVES (2026)                     |

+——————————————————————————-+

| Protected Area       | Conservation Measure       | Operational Strategy      |

+———————-+—————————-+—————————+

| Bioluminescent Bays  | Carrying Capacity Limits   | Restricted motorized craft|

| (Vieques / Fajardo)  | & Timed Entry Protocols    | & non-impact kayaking     |

+———————-+—————————-+—————————+

| El Yunque National   | Digital Reservation System | Controlled vehicle access |

| Forest               | & Trail Preservation       | to manage foot traffic    |

+———————-+—————————-+—————————+

| Coral Reef Systems   | Marine Protected Reserves  | Expanded mooring buoys    |

| (Culebra / Icacos)   | & Restoration Projects     | to prevent anchor damage  |

+——————————————————————————-+

These measures balance economic growth with long-term ecological preservation, ensuring that Puerto Rico’s natural beauty remains protected for future generations.

9. Statements from Officials and Industry Stakeholders

Perspectives from Tourism Board Executives

Official statements from leadership across public and private sector tourism institutions reflect optimism while emphasizing strategic execution:

“The steady rise in West Coast arrivals, particularly from California, represents a strategic milestone in our long-term market diversification plan. California travellers recognize the unique value proposition of Puerto Rico—an authentic Caribbean cultural experience backed by the security, currency, and convenience of a US territory. By expanding direct flight capacity and tailoring our message to high-yield travellers, we have built an economic engine that delivers benefits to communities across the entire island.”

— Chief Executive Officer, Discover Puerto Rico

Statements from Aviation and Economic Development Authorities

Port and economic planning officials emphasized the critical role of infrastructure investment in maintaining this growth trajectory:

“Modernizing our airport infrastructure and securing long-haul direct air routes from key Pacific and Western hubs has proven essential for sustainable economic growth. The operational upgrades completed at Luis Muñoz Marín International Airport allow us to serve wide-body transcontinental aircraft smoothly while delivering an efficient travel experience for incoming passengers. Our focus remains firmly on maintaining route viability, supporting airlines, and expanding regional gateway capabilities in Aguadilla and Ponce.”

— Executive Director, Puerto Rico Ports Authority

10. Long-Term Strategic Outlook and Competitiveness (2026–2030)

Mitigating Infrastructure Vulnerabilities and Power Grid Resilience

While the current figures highlight remarkable success, maintaining this growth over the 2026–2030 horizon requires addressing key structural challenges. Primary among these is the ongoing modernization of the island’s electrical grid.

Under public-private management frameworks overseen by federal funding programs, substantial investments are being directed toward grid stabilization, renewable energy integration, and microgrid installations at major hospitality hubs, critical public infrastructure, and airports. Ensuring reliable utility service remains essential for long-term commercial competitiveness and maintaining positive visitor experiences.

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|                STRATEGIC ROADMAP FOR SUSTAINED GROWTH (2026–2030)             |

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| Priority Pillar       | Targeted Initiatives       | Key Performance Indicator|

+———————–+—————————-+————————–+

| Grid Resilience       | Solar microgrids & battery | 100% uptime for major    |

|                       | storage at hotel corridors | tourism infrastructure   |

+———————–+—————————-+————————–+

| West Coast Retention  | Year-round direct flight   | Maintain >15% market     |

|                       | route guarantees           | share from West Coast    |

+———————–+—————————-+————————–+

| Workforce Expansion   | Specialized bilingual      | Train 15,000+ new        |

|                       | hospitality certifications | hospitality workers      |

+———————–+—————————-+————————–+

| Sustainable Tourism   | Island-wide waste reduction| 50% increase in certified|

|                       | & eco-certifications       | eco-lodges & operators   |

+——————————————————————————-+

Sustaining West Coast Market Share and International Expansion

Looking ahead, tourism authorities plan to consolidate gains in the US West Coast while gradually expanding marketing campaigns into international origin markets, including Canada, Latin America, and Western Europe.

By combining direct air connectivity, strategic destination positioning, high-quality hospitality inventory, and environmental stewardship, Puerto Rico is well positioned to build on its status as a premier Caribbean destination. The state-level shifts observed in 2026—led by California’s record-breaking contribution—demonstrate that the territory’s economic diversification strategy is yielding tangible, sustainable long-term results.

The recent shift of travel from the East Coast to the West Coast (especially with California passing Texas) is a big deal highlighting the next step in Puerto Rico’s tourism recovery. The island is opening itself up to new markets and is creating important direct air routes. The investment of public and private capital combined with the heavy investment in the infrastructure of the island has created a sustainable economy. Puerto Rico is well on its way to achieving its goals set in 2026. Even more impressive is that the management strategies and methods Puerto Rico is using to make itself a top tourism economy also serve as models for other countries to base their own efforts on.