Xiomara Rodriguez Santana discusses Puerto Rico’s strategy at FITUR

Wednesday, March 6, 2024

Travel And Tour World had been fortunate enough to interview the brilliant Xiomara Rodriguez Santana, Director Of Communications at Discover Puerto Rico. She is instrumental in strategising communications, assessing, and thereby implementing marketing attributes for promoting Puerto Rico as a premier destination. 

Travel And Tour World: Would you like to walk us through your strategies for 2024?

Xiomara Rodriguez Santana: Sure, sure. We are constantly engaged in positioning ourselves as a premier destination through the use of a value based marketing strategy. This not only helps us bring in a lot of business, but it also allows the travellers to completely immerse themselves in the island experience. It is to our advantage that the marketing campaign Discover Puerto Rico advocates is unique in itself. Boricua is a term derived from the phrase “person of Puerto Rican descent.”  More than just a moniker, Boricua is a way of life and attitude that the people of Puerto Rico share with all visitors.

Travel And Tour World: In the grand scheme of things, what can Puerto Rico offer?

Xiomara Rodriguez Santana: There’s this unique magic, kind of our secret sauce, that sets us apart. We’re all about being welcoming, cheerful, and super friendly. It’s how we vibe with tourists, you know? That interaction completely transforms their experience. And when will you toss our rich culture into the mix? Well, it’s an experience you just can’t find anywhere else. It’s something really special.

Travel And Tour World: What does it mean to be present at FITUR?

Xiomara Rodriguez Santana: Honestly, being at FITUR is a game changer for us, especially when it comes to connecting with the Spanish market. Out of all the markets we dive into, Spain stands out as a top contender. We see loads of international visitors, with the UK, Canada, and Colombia not far behind. So, being here really opens the door to interacting with a wide array of customers. Plus, it’s not just about making connections; it’s also about soaking up new information and insights that deepen our understanding of the market. It’s invaluable, really.

Travel And Tour World: Could you tell us more about the tourism-related MICE facilities?

Puerto Rico offers excellent MICE facilities, including ballrooms and meeting spaces in several hotels, but our main attraction is one of the island’s biggest convention centers. In terms of technology, it is cutting edge in the Caribbean. And it has something very special to offer: the convention centers are situated in a neighbourhood that is easily accessible by foot, with a number of hotels, dining options, and Puerto Rico’s largest entertainment district—all of which are must-see attractions. You will not have to worry about being bored when traveling long distances thanks to Distrito T-Mobile, which offers a lot of dining options, movie theaters, bars, activities, and an arcade.

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