The DMO hosted 75 of Brazil’s top travel advisors
Discover Puerto Rico is intensifying its push into Latin America’s outbound travel sector, betting on Brazil as a high‑growth market capable of delivering sustained economic returns for the Island’s tourism industry. The Destination Marketing Organization (DMO) recently hosted 75 of Brazil’s top travel advisors in partnership with Orinter Tour & Travel, one of the country’s largest travel wholesalers, as part of a commercial strategy aimed at converting rising consumer interest into measurable visitation and spending.
The familiarization trip, held in late July, showcased Puerto Rico’s cultural, natural, and hospitality assets through curated experiences in Old San Juan, El Yunque National Forest, Casa Bacardí, and several of the Island’s premier hotels. The initiative also secured prominent editorial coverage in Panrotas, Brazil’s leading travel trade publication, amplifying Puerto Rico’s visibility among travel sellers and consumers in a market where outbound travel demand continues to rebound.
The move comes as passenger traffic at Luis Muñoz Marín International Airport declined in July, with lower domestic and international totals pulling down the monthly figure at Puerto Rico’s busiest airport.
The San Juan airport handled 1.3 million passengers in July, according to data from airport operator Grupo Aeroportuario del Sureste, known as ASUR.
For Discover Puerto Rico, the effort is part of a broader international expansion strategy focused on markets with strong growth potential and favorable traveler profiles. According to ForwardKeys data presented by the DMO, travel searches from Brazil to Puerto Rico have climbed roughly 30 percent, signaling rising interest and validating the organization’s multi‑year push to cultivate new international feeder markets.
“Brazil continues to emerge as one of our international markets with the greatest growth potential,” said Jorge L. Pérez, Discover Puerto Rico’s CEO. “Strategic partnerships like the one we’ve developed with Orinter allow us to connect Puerto Rico directly with the travel professionals who influence the vacation decisions of thousands of consumers.”
Beyond destination promotion, the Orinter partnership includes a commercial component designed to reduce friction in the booking process. Puerto Rico is now featured in vacation packages tailored specifically for Brazilian travelers, supported by negotiated airfare, pricing in local currency, and financing options of up to 12 monthly installments — a critical factor in Brazil’s credit‑driven consumer travel market. These offerings position Puerto Rico competitively against other Caribbean destinations that have long dominated Brazil’s outbound leisure segment.
“Our objective goes far beyond promoting the destination,” Pérez added. “We are building long‑term commercial relationships that make Puerto Rico easier to sell, strengthen travel advisor confidence, and convert the Brazilian market’s growing interest into increased visitation, greater economic activity, and new opportunities for Puerto Rico’s tourism industry.”
The DMO’s strategy aligns with broader trends in global tourism, where Latin America has become a priority region for destinations seeking diversified visitor bases and year‑round travel demand. By partnering with wholesalers, travel agencies, airlines, and specialized media, Discover Puerto Rico aims to expand the Island’s brand presence and secure new revenue streams that support the local economy.
