Puerto Rico is locking in continuity for its tourism promotion strategy. Governor Jenniffer González Colón announced a five-year extension of Discover Puerto Rico’s destination marketing contract, a move that will keep the organization in place through 2033 and reinforce the island’s long-term approach to international tourism growth.

The announcement came during the International Tourism Trade Fair FITUR 2026, which is being held this week in Madrid, one of the most important global gatherings for the travel industry. The news was shared at a cocktail reception hosted by Discover Puerto Rico that brought together travel wholesalers, key business leaders, and international tourism partners.

The governor made the announcement alongside Willianette Robles Cancel, executive director of the Puerto Rico Tourism Company, and Jorge L. Pérez, chief executive officer of Discover Puerto Rico.

A Five-Year Commitment to Global Promotion

According to González Colón, the contract extension will be finalized shortly and reflects a renewed commitment by the Government of Puerto Rico to sustained international promotion. The focus, she said, remains on strengthening the destination’s competitiveness, expanding its reach in priority markets, and maximizing tourism’s economic impact across the island.

For Puerto Rico, the extension provides stability at a time when destinations across the Caribbean are competing aggressively for international travelers. It also signals confidence in Discover Puerto Rico’s role as the island’s official destination marketing organization.

Public and Private Sectors Aligned

Both Robles Cancel and Pérez emphasized the importance of continued coordination between the public and private sectors, aligning efforts to increase Puerto Rico’s global visibility and attract more international visitors.

Robles Cancel said Puerto Rico is in a strong moment for tourism and underscored the government’s commitment to preparing the island to welcome increased visitor demand from a broader range of international markets. The extension, she said, supports that readiness by keeping promotional efforts consistent and focused.

Discover Puerto Rico’s Next Chapter

Pérez welcomed the extension as a vote of confidence in Discover Puerto Rico’s leadership and strategy. He noted that the agreement marks the first contract extension under Puerto Rico’s Law 17 of 2017, adding an additional layer of institutional continuity.

Since becoming CEO, Pérez said the organization has prioritized a unified vision and collaborative approach to strengthening Puerto Rico’s positioning in both domestic and international markets. The extended contract, he said, sends a clear message of stability to industry partners and reinforces long-term relationships with travel trade collaborators.

Pérez added that Discover Puerto Rico will continue highlighting the island’s competitive advantages with renewed energy and focus, positioning Puerto Rico as a leading Caribbean destination for global travelers.