Only a handful of destinations in the Caribbean are marketed as LGBTQ-friendly by their official tourism organizations. One of them, Puerto Rico, is now aiming to grow its LGBTQ tourism even more with a new campaign called “Live Out.”
The new campaign was announced by Discover Puerto Rico, the destination’s marketing organization, during last month’s annual International LGBTQ+ Travel Association (IGLTA) convention.
According to recent studies commissioned by Discover Puerto Rico, the country is already operating from a position of strength when it comes to attracting LGBTQ vacationers. Since 2018, the tourism board has worked with a company called Strategic Marketing and Research Insights to evaluate the island’s brand image as a tourism destination, and to identify new opportunities for growth.
Research from 2018, 2019 and 2020 showed Puerto Rico’s growing appeal with LGBTQ travelers. In 2019, only 19% of LGBTQ travelers identified Puerto Rico as a “friendly” destination. In 2020, that number jumped to 41%. That upward trend represents an increasingly important niche market for the island, according to tourism officials.
Puerto Rico is blessed with natural and cultural resources and a vibrant local LGBTQ+ community, without which these results would not have been possible.
“Our year-over-year results are not common,” Jose Arana, Discover Puerto Rico’s marketing and special events manager, told attendees at the IGLTA convention. “But they are also not a fluke. Puerto Rico is blessed with natural and cultural resources and a vibrant local LGBTQ+ community, without which these results would not have been possible. But it was the focus and dedication of the Discover Puerto Rico team and our partners — aligned with industry best practices and partnered with the LGBTQ+ community in Puerto Rico and beyond — that delivered our success.”
Puerto Rico’s local LGBTQ community and LGBTQ-focused businesses and events have also helped the destination gain a higher profile in the region, especially since most Caribbean islands simply don’t offer as much diversity. Vibrant nightlife, LGBTQ-popular beaches, gay-owned hotels and not one, but two, annual LGBTQ pride events — one in San Juan and one in Boqueron, on the west coast — are a few of the reasons why travelers can find lots of rainbow flags flying around the island. In addition, same-sex marriage has been legal in Puerto Rico since 2015, allowing for the development of destination wedding offerings.
To make it easier for travelers and travel advisors to access LGBTQ travel information, Discover Puerto Rico maintains a robust dedicated LGBTQ travel information section on its main website. The organization has also enhanced its visual marketing by shooting diverse LGBTQ photo shoots to illustrate marketing material and advertisements. And now, the new campaign aims to take the island to the next level.
What The "Live Out" Campaign Will Do
Over the next few months, the Live Out campaign will be implemented across various Discover Puerto Rico platforms, with photos, videos and written content appearing on the official website and social media. Digital advertisements are scheduled to launch in 2022.
The Live Out campaign encompasses videos, written content, digital advertisements and more.
Credit: 2021 Discover Puerto RicoOne of the main goals, according to Arana, is to establish Puerto Rico as the “LGBTQ+ Capital of the Caribbean” by ensuring that travelers feel welcome.
To further that goal, Discover Puerto Rico is engaging the local community in its efforts. A variety of individuals and organizations have played a part in the creation of the campaign, including the IGLTA; LatinX and queer rights activist Jhoni Jackson; and the True Self Foundation, an LGBTQ political and social organization.
In addition to promotional initiatives, the campaign also includes a program called Pathway to Employment, which will provide education and resources to promote greater inclusion and fair treatment within the island’s hospitality industry. Created in partnership with HospitableMe (an inclusive hospitality education company) and the IGLTA Foundation (the IGLTA’s nonprofit education and research arm), the program — which is still in development — is also partnering with the Hyatt Hotels Corporation and the Atlanta Convention and Visitors Bureau. Additional hoteliers and companies will likely be announced as the program rolls out.
Travel advisors who want to sell more LGBTQ vacations to Puerto Rico, meanwhile, can sign up to become Puerto Rico Travel Experts through Discover Puerto Rico’s master course, which addresses the ins and outs of selling the destination to a variety of traveler types and niches.
The Details
Discover Puerto Rico
