This year the Puerto Rico Hotel & Tourism Association (PRHTA) celebrates its 75th anniversary as one of the prime movers and players in an industry which is still not only one of the most significant cornerstones of Puerto Rico’s economy, but one that provides visitors with a varied, rich, and diverse destination experience.
“In 1950 a group of hoteliers who were investing in Puerto Rico’s then emerging tourism sector saw the need to address issues pertaining to what they knew was the potential of Puerto Rico as a tourism destination, of the island’s potential of providing a special and unique experience to visitors,” said Clarisa Jimenez Mayoral, current PRHTA President & CEO. “We carry on that mission to work towards a healthy, robust tourism industry, addressing all issues related to tourism on the island, from creating awareness for growth potential in all segments, to looking out for legislation that is related and may affect the tourism and travel sector.”
One goal remains the same after 75 years, visitors experience – and which Jimenez Mayoral stressed is essential for the continued success and growth of the industry in Puerto Rico.
“It’s all about the visitors experience,” said Jimenez Mayoral. “It can make or break a destination, and at the PRHTA we come together, representing all sectors of the industry, to make sure that when it comes down to it visitors and local tourists as well have the best experience possible. One that will become a repeat visit or will spread the word about what a fantastic destination Puerto Rico is.”
Throughout the history of the PRHTA, the organization has evolved along with the trends of travel and tourism in Puerto Rico, and its current 400 corporate members, which includes everyone from large, medium, and small brand hotels to small or medium guesthouses, national airlines, tour, and transportation companies.
“All of our members one way or another have to do with services or products that cater to the hospitality industry. We all work towards that goal of making a stay in Puerto Rico and unforgettable, unique, and special experience,” said Jimenez Mayoral, adding that the PRHTA is comprised of a series of committees where members address issues related to the travel and tourism industry in Puerto Rico. These include the Government Affairs Committee, which aims to keep abreast of legislation that may affect the tourism industry, developing and recommending legislation aimed at supporting and further developing tourism in Puerto Rico to a Marketing Committee, whose tasks is aimed at improving the ability to market Puerto Rico as a premier tourism destination.
We all work towards that goal of making a stay in Puerto Rico and unforgettable, unique, and special experience,
“We work to foster a mix in what we offer as a destination,” said Jimenez Mayoral. “That mix is essential for Puerto Rico to remain an attractive destination. We must ensure that we can cater to the business and family travelers, as well as to travelers that are looking for a nature-based experience, to guests that prefer the luxury of a brand name hotel, to those travelers that are seeking an informal experience such as guesthouses.”
While it takes a lot of hard work, more than 80,000 employees at all levels in Puerto Rico’s tourism sector make the island an unforgettable destination to those who visit.
“And what truly makes it worthwhile is always that sense of what we do puts a smile of joy and satisfaction on our guests faces, and because of what we do, Puerto Rico will continue to shine as a world-class destination,” said Jimenez Mayoral.
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