The new DiscoverPuertoRico.com offers a rich, multimedia content experience that inspires visitors to explore the entire Island while connecting them with local tourism businesses directly. Discover Puerto Rico, Puerto Rico’s new Destination Marketing Organization (DMO), officially launched Puerto Rico’s revamped tourism website, featuring a user-friendly layout and dynamic content designed to engage visitors across all digital formats. This is the first step in the DMO’s brand repositioning process that will enable Puerto Rico to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination.

“More than 77,000 people make up the Puerto Rico tourism industry and it is a vital contributor to the Island’s economy,” said Brad Dean, CEO of Discover Puerto Rico. “Our digital presence is every bit as important as what we have to offer on the ground and it’s critical to create a positive first and lasting impression for the destination.” The initial launch of the website focuses on needs revealed by a site audit and insights from two digital consumer needs and behaviors studies. Beyond a solid technical foundation using current technology and industry best practices for improved content display, site security and search optimization, it also now features an intuitive navigation structure with more than 300 pages of rich, multimedia content covering all regions of Puerto Rico.

Multiple audiences, from leisure travelers, meeting planners to wedding groups and more, can easily navigate through informative articles and listings for thousands of Island businesses and diverse points of interest. Visitors to the website can explore virtually through tailored content where to eat, stay and play, or select targeted categories such as sports and outdoor activities, history and culture, arts and music, entertainment and events, and more.

The launch of the website is the first of many significant marketing changes Discover Puerto Rico is embarking on to develop Puerto Rico’s brand equity and brand position and lead the way in the tourism industry. “The digital travel landscape is constantly evolving, and we need to evolve with it. We have established a robust content and feature development strategy for the website to adapt to everchanging traveler needs,” said Leah Chandler, CMO of Discover Puerto Rico. “New articles, videos, an event calendar and additional functionality will be added on a regular basis over the coming months in time for Puerto Rico’s brand re-positioning campaign launching soon. With more in-depth planning information and direct access to local businesses, the website inspires consumers to choose Puerto Rico over competing destinations.”