Free personalized digital marketing workshop program relaunches.
The tourism industry is increasingly competitive, and a strong digital presence has become crucial for a business to succeed. For that reason, Discover Puerto Rico has taken a firm step toward the future with the relaunch of its Island Digital Education Academy program (La IDEA).
The initiative aims to transform how small and midsize businesses in the tourism sector position themselves on social media and digital platforms.
"The better a digital presence businesses have, the greater their ability to serve tourists and the stronger our industry's image overall. This is a project that benefits everyone and allows the industry's efforts to be better aligned," said Fernando Rodríguez, chief financial officer and interim CEO of Discover Puerto Rico.
La IDEA is more than a workshop. It is a free, personalized advisory service that offers key guidance on crisis management, influencer management and even artificial intelligence.
✍️Who is this program for? The program is aimed at tourism businesses such as restaurants, lodging establishments and tour operators, and will offer personalized sessions to strengthen their profiles on essential platforms including Google, Facebook, TripAdvisor, Apple Maps and the Discover Puerto Rico directory.
During this new phase, Discover Puerto Rico expects to reach between 800 and 1,000 businesses, which will work side by side with two digital experts to optimize their online presence.
For her part, Haydil Rivera, director of marketing partnerships, said that the more businesses on the island have a digital profile, the better Puerto Rico's positioning at the international level.
"With this relaunch of LaIDEA, Discover Puerto Rico reaffirms its commitment to the ongoing development of the local tourism industry, betting on education as a key tool for the sector's growth, innovation and resilience," Rivera said.
The program will run from May to December 2025. Business owners interested in joining the workshops can register at LaIDEA.com.
Zoom out: During its first phase in 2021 and 2023, La IDEA reached more than 5,000 businesses and was recognized with prestigious awards including the Mercury Award from the U.S. Travel Association and the Silver Adrian Award from HSMAI. The website was also recognized by the Web Marketing Association of the United States.
Notable growth recorded in tourism indicators
The announcement of the La IDEA program came during a results update from Discover Puerto Rico, where officials highlighted that in the first quarter of the year Puerto Rico showed notable growth across several key tourism indicators.
Passenger arrivals increased 10%, lodging revenue rose 11%, and demand for hotels and short-term rentals grew 8%, said Laressa Morales, director of market analysis and research at Discover Puerto Rico.
Morales also noted that the current pace of reservations points to a rebound in short-term rental occupancy during the second quarter, while hotels are projecting performance similar to the previous year.
Opening the path to sustainable tourism
At the presentation, held at Universidad Ana G. Méndez, Carolina campus, Discover Puerto Rico also announced the launch of a new microsite focused exclusively on sustainability and responsible tourism on the Island: "The Green Path."
In this first phase, the program features an interactive map with 45 points of interest, grouped under four key pillars: sustainable food, eco-friendly lodging, responsible tourist attractions and experiences connected to the environment.
Those who complete the orientation on the The Green Path portal will receive a certification as responsible travelers, promoting a positive and lasting impact on the Island. They will also be able to enjoy discounts at participating locations.
This content was translated with the assistance of Artificial Intelligence (AI).
