Eliana Willis

On the heels of a record-breaking year in travel and tourism for Puerto Rico, Discover Puerto Rico, the Island’s official Destination Marketing Organization (DMO) reflects on a groundbreaking five years of continued growth for Puerto Rico’s tourism economy, following a powerful brand evolution for the Island that has placed data-backed strategies at the forefront of award-winning marketing efforts.
Since its inception in July 2018, Discover Puerto Rico has effectively created and implemented multi-channel marketing tactics and campaigns designed for the progression of the destination and DMO, to help advance its mission of bringing prosperity to Puerto Rico by positioning the Island as a premier destination for leisure, business, and event travel. From being named among Fast Company’s “World’s Most Innovative Companies” in 2023 to winning three Emmy Awards for its series “Sounds like Puerto Rico,” and hosting superstar Jimmy Fallon on-Island for a show taping, the DMO has excelled in both its creativity and execution in its mission.
“Despite facing some of the most extreme challenges in recent history, including natural weather events and the COVID-19 pandemic, our team led the travel inspiration that resulted in record-breaking numbers through strategic practices alongside local stakeholders, that drove travelers to the Island when we needed it most,” said Brad Dean, CEO of Discover Puerto Rico. “I’m beyond proud of our accomplishments and look forward to continuing our visitation growth and further solidifying our standing as a best-in-class Destination Marketing Organization.”
Following a data-driven and agile approach to marketing, Discover Puerto Rico has propelled economic prosperity for the people of Puerto Rico through the tourism sector and elevated the Island on a global scale, including global marketing in Canada, the United Kingdom, Spain, Colombia, among others in addition to the U.S. In recent years, the Island has reported peaks in incoming travelers, record revenues and more local tourism employees than ever. Highlight statistics include:
Approximately $8.7 billion in revenue was generated by travel and tourism through June 2023, a 63% increase from 2018 highs. (Tourism Economics)More than 5.6 million passengers arrived at the Luis Muñoz Marín International Airport in the last fiscal year, an 8% increase over FY 21-22. (Aerostar)The Island now employs the most individuals in travel and tourism related jobs ever, over 93,600, a 22% increase over the previous high in 2019. Employment in the leisure and hospitality sector in Puerto Rico has increased by 12.8% compared to pre-pandemic levels, while employment numbers in the U.S. remain 4% below when considering the same period. (Bureau of Labor Statistics) Breakthrough creative campaigns that elevate Puerto Rico’s culture and diverse tourism offerings, paired with targeted media relations and thought leadership efforts, and award-winning content through owned channels, have driven massive results for the destination and the DMO. Among the most successful Discover Puerto Rico-led tactics, campaigns and more that led to these numbers include:ADVERTISEMENT“Live Boricua” – Launched in May 2022, this innovative brand campaign is the manifestation of Discover Puerto Rico’s focus on elevating local culture while underscoring values-based marketing. Live Boricua emphasizes diverse people and culture, with a distinction no other destination can claim: the word “Boricua,” or a person born in Puerto Rico or of Puerto Rican descent. The campaign’s insights, creative and assets showcase the Puerto Rican way of life – and were developed by Boricuas. The campaign encourages travelers to embrace the spirit, passion and cultural uniqueness of the Island’s people.  Live Boricua has generated over 515 million in media impressions from earned media tactics and nearly 1.5 million pageviews driven by paid media, with over 483,000 of those visitors engaging with multiple pages on the site. The campaign undergoes constant reviews to enhance content, messaging and stay true to the local spirit of the Boricua community, informed by locals themselves.“Sunshine to Spare” – Discover Puerto Rico partnered with the Pantone Color Institute to create a first-of-its-kind color inspired by the hue of Puerto Rican sunlight, based on findings by Puerto Rican physicist, Hector J. Jimenez. The new color – Puerto Rico Sunshine – has taken on a life of its own, with collaborations alongside notable entities like ECOS Paint and designer Christian Cowan. It has also sparked an unprecedented pride in the local Boricua community, with a multitude of small businesses creating unique products – from jewelry to popsicles – inspired by the color sold, now through the Sunshine Shop on the Discover Puerto Rico website. Travelers can also partake in the new Sunshine Route – a curated map that showcases how visitors can experience Puerto Rico Sunshine via a road trip to destinations across the Island, exploring both activities and products as part of the program. To date, this multifaceted campaign has garnered 1 billion impressions. Elevating DMO and Island Talent into New Spaces – The DMO has made strides in giving a platform to both on-Island talent and DMO executives. Among these, Discover Puerto Rico partnered with leading Chef, Mario Pagan and local rum brands at Food & Wine festivals in Aspen and Austin with the goal of highlighting what it means to Live Boricua and promoting Puerto Rico’s strong gastronomy and rum culture. Additionally, Brad Dean (CEO) and Leah Chandler (CMO) represented the DMO in leading conferences across industries, including South by Southwest, BrandSmart 2023 and the Reuters Strategic Marketing Conference, speaking on Discover Puerto Rico’s unique values-based marketing approach, a testament to the DMO’s best-in-class standing.Standout efforts in meetings and events further promote Puerto Rico as a leading destination in the MICE space. Discover Puerto Rico’s enhanced promotional efforts on the mainland have led to record breaking group numbers and a strong roster of events hosted on-Island, including the first ever Spanish countdown of Dick Clark’s Rockin’ New Year’s Eve for two consecutive years, the World Wrestling Entertainment (WWE) Backlash, the Women in Travel Summit as well as the leading Hispanic award-show Premios Juventud. The DMO has set the stage for upcoming events including the Society of American Travel Writers’ (SATW) annual conference and the International Gay Lesbian Travel Summit (IGLTA) Global Convention.
The DMO remains focused on strategies that safeguard the destination in the future. From a robust Crisis Communication Playbook to an additional tool that creates strategies to implement in light of economic turmoil, the Economic Playbook, preparedness measures outside of the proactive marketing efforts to attract travelers are prevalent and further demonstrate this DMO’s holistic approach.
With its evolved and solidified brand positioning five years in the making, the DMO will continue to build on recent successes, promoting Puerto Rico on a global scale through a values-based marketing approach that continues to elevate the Boricua experience, the Island’s growing infrastructure and the value propositions that make the destination an exceptional option for visitors.

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San Diego Zoo Wildlife Alliance is celebrating the birth of two Sumatran tiger cubs—the first of this critically endangered species to be born at the San Diego Zoo Safari Park’s Tull Family Tiger Trail habitat in seven years. Their birth also comes just in time for Global Tiger Day. With only an estimated 400 to 600 Sumatran tigers remaining on Earth, the births are significant in increasing the worldwide population of this tiger species and furthering the nonprofit conservation organization’s ongoing work to conserve them.The cubs, a female and a male, were born July 12 to first-time mother Diana. Wildlife care specialists are closely monitoring Diana and her cubs, and they report that Diana is an extremely attentive and gentle mother. The cubs appear strong, and are nursing frequently.
“We are elated about the birth of these tiger cubs,” said Lisa Peterson, executive director, San Diego Zoo Safari Park. “It has been years since we’ve had cubs at Tiger Trail, and we can’t wait to share them with the community.” Added Peterson, “These births are so important to the conservation of this species. Our hope is these cubs will provide an opportunity for our guests to gain a greater appreciation for tigers and the important need to conserve them in their native habitats.”
The births are a result of a breeding recommendation through the Association of Zoos and Aquariums’ Sumatran Tiger Species Survival Plan (SSP). Each SSP program, overseen by conservationists nationwide, ensures genetic diversity and healthy, self-sustaining assurance populations of threatened and endangered wildlife.
Sumatran tigers are listed as Critically Endangered on the International Union for Conservation of Nature Red List of Threatened Species. Tigers face many challenges, including loss of habitat, challenges to human-wildlife coexistence and poaching. People can help protect tigers by avoiding products made with non-sustainable palm oil, an industry that harms tiger habitats; and by refusing to purchase items made from endangered wildlife.
Diana and her cubs will remain in her den for several weeks. This window of time is crucial, as it allows the youngsters to bond with and learn from their mother. When Diana is ready, she will bring her cubs out of the den. Wildlife care specialists estimate this will happen when the cubs are 8 to 10 weeks old.ADVERTISEMENTEach year, Global Tiger Day is celebrated worldwide on July 29 to raise awareness and support for tiger conservation. San Diego Zoo Wildlife Alliance works with partners in Asia through our Asian Rainforest Conservation Hub to end poaching and wildlife trafficking, while developing long-term plans to protect critically endangered Sumatran tigers. Individuals can support San Diego Zoo Wildlife Alliance’s work with a symbolic tiger adoption, supporting innovative conservation efforts to save tigers and their habitats. For information, visit sandiegozoowildlifealliance.org/adopt/sumatran-tiger.

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Encountering a gigantic, blundering brown colored bear is frightening. But at the same time, it is also an extraordinary encounter when you get to see a gathering of the rowdy grizzlies in their own habitat doing the precisely exact thing they need.
If you are fond of bear watching then head straight to bearviewinginalaska.com to find the most appreciated Alaskan brown bear tours starting from Mid to May to early September.
The bearviewinginalaska.com offers the most exciting and well-known Alaskan brown colored bear tours and gets firsthand information on how the bears live.
Beat Bear Watching Experience in Alaska
You don’t need to pore over the books or start watching National Geographic Channel for a long time without a relief all things considered. You get to make the best of your excursion to Alaska by arranging a road trip into the universe of bears and snatching the exceptional chance of bear seeing by boat in Alaska.ADVERTISEMENTWith bearviewinginalaska.com you can also choose bear watching tours on a foot plane where their plane will take you from Anchorage and fly high over the bear country watching them approach their day-to-day routines from up over the sky. It is your privilege however you truly do have to pause and think sometimes about what you might truly want to do.
Settle out and about less taken by inquisitive about the Chinitna Bay bear viewing tours with the ones and get into the boat to see the goliath monsters doing whatever they might feel like doing simply a modest bunch of speeds away. It is probably going to set your heart excited and inhale miss the mark however hello, the rush is going to be worth the effort.
You will find the enormous grizzlies munching on the grasses, whelps close behind who act and act very much like your own children at home. Try not to wander extremely near them however for they are an inquisitive part and not excessively well disposed about outsiders coming into their regions. Additionally, the mother bear would maintain that her whelps should be protected. Assuming she detects any risk or comes to hurt is probably going to charge at the main sign of something being strange.
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Experience: Captain Mel Erickson has been guiding in Alaska for 33 years, Extensive knowledge of navigating Cook Inlet.
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They will take you from Anchor Point instead of Homer for your Alaska Bear viewing trip to Chintna Bay in Lake Clark National Park. Travel distance is only 38 miles and 1 hour 15 minutes by boat from Anchor Point, Homer is 62 miles each way, saving you 48 miles and over 2 hours of travel time round trip.
Professionally guided bear viewing tours: We do professionally guided bear viewing tours every day, and have been for 8 years now, we know when, where, & how to find the bears. They have never not seen at least 1-2 bears in all our trips, most days we see 10-25 bears.
For more information visit https://bearviewinginalaska.com/

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In a bid to boost Jamaica’s share of the lucrative South American travel market, Minister of Tourism, Hon. Edmund Bartlett has departed the island en route to three Latin American countries where he will engage critical tourism stakeholders during a weeklong visit to the region.
“South America’s economic recovery to pre-pandemic levels has been quite impressive and we’re confident that this is a good time to pursue opportunities for collaboration between Jamaica and tourism players in that region,” asserted Minister Bartlett. “Prior to COVID-19, we would have observed significant interest coming from the Latin American market and post-pandemic, the demand has increased. Given this trajectory, we are excited about the future and developing our market share in this side of the world, as we seek to foster the continued growth of our tourism sector,” Minister Bartlett added. Over the course of eight days, Minister Bartlett and other tourism officials are scheduled to visit Buenos Aires in Argentina, Santiago in Chile and Lima, Peru. The scheduled engagements will involve a series of meetings with representatives of various local authorities, ministries of tourism and Copa Airlines, one of the major carriers in the region. Before COVID-19, there were some 11 weekly flights between Panama and Jamaica via Copa Airlines and new services by LATAM Airlines with some three flights per week between Lima, Peru and Montego Bay. In this regard, Minister Bartlett added: “Our mission is to enrich the relationship with Latin America and bolster visitor arrivals coming from the south as we strive to meet our target of 5 million annual visitors by 2025. I was recently in Ecuador for the UNWTO Regional Commission for the Americas Meeting and the feedback coming from our partners there was overwhelmingly positive and encouraging, so we must strike while the iron is hot.”  Minister Bartlett will also meet with representatives from local universities to discuss expanding the Jamaica-based Global Tourism Resilience and Crisis Management Centre’s (GTRCMC) presence in South America. The tourism minister and the other Jamaican representatives are scheduled to return to the island on Friday, August 4.

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Known as the adventure hub of the Middle East, Ras Al Khaimah has been building an impressive track record of attractions over the years that cemented the Emirate as the go-to destination for thrill-seekers.
The global adventure tourism market size is estimated to reach USD 1.009 trillion by 2030, according to a report by Grand View Research, Inc. The market is also expected to expand at a CAGR of 15.2% from 2022 to 2030. To accommodate this growing market, Jebel Jais, the highest peak in the UAE, has been developed into a standalone tourism offering, developing a series of exciting projects that have positioned Ras Al Khaimah as the adventure hub of the Middle East. Championing sustainability, the attractions give guests the chance to get up close and personal with the mountainous terrain and enjoy breath-taking nature, without impacting the local ecosystem.

Whether you are an adrenaline junkie looking for extreme adventure or a nature lover seeking serene mountain experiences, the Jais Adventure Park offers a unique and thrilling outdoor experience and serves as the gateway to the iconic mountain’s exceptional multitude of attractions.
ADVERTISEMENTStay at the Bear Grylls Explorers Camp and learn new survival skills
Guests can stay overnight in the camp’s first-ever branded accommodation, featuring 16 recycled and redesigned cabins nestled within the mountain. The camp also challenges visitors to try out exhilarating courses run by experts trained at the Bear Grylls Survival Academy including lessons on making a fire in the wilderness, building emergency shelters, knife skills, navigation techniques and extreme weather survival. ​ The camp ​ also offers ​ archery , rock climbing, abseiling and a ropes course suspended 10 metres above ground, challenging visitors as they tackle rope swings, wobbly bridges, swinging loops and more.
Zip through the clouds at up to 160kph
The Jais Flight is the world’s longest zipline, and it is located atop the cloud-piercing Jebel Jais. The length of the zipline spans an incredible 2.83km, equivalent to over 28 football fields. Zipliners soar through the skies at a height of 1,680 metres above sea level, reaching speeds of 120kph to 160kph – an adventure of a lifetime.

Those who prefer taking the scenic route should try the Jais Sky Tour, which comprises six ziplines high above the grand cliffs and canyons of Jebel Jais, connected by nine platforms and a 15m-long sky bridge – the highest of its kind in the UAE.
Slide down the mountain on the region’s longest toboggan ride
Located adjacent to the Jais Adventure Centre is the region’s longest toboggan ride and family-friendly attraction – the thrilling Jais Sledder. Offering visitors a ride through Jebel Jais, the ride reaches speeds of up to 40kph descending down the slopes of the Hajar Mountain, swerving through spectacular mountain terrain. The ride takes around eight minutes to cover 1,840 exhilarating metres of hairpin curves and undulating whirls.
Switch off and relax at Camp 1770, UAE’s highest campsite
Visitors who want to fully immerse themselves in the mountain experience can stay at Camp 1770 – the highest camp in the UAE. Located 1,770 metres above sea level, the camp offers stunning 180-degree panoramic views of the Hajar Mountain range.
Guests live the full traditional mountain experience with delicious a Emirati meal prepared by local mountain tribes. Operated by Adventurati Outdoors, the camp runs several programmes throughout the year that cater to various guest preferences, including a Wellness Camp – a mountain experience featuring yoga on the peak, wellbeing talks around the bonfire, sunset meditation and much more. The firm favourite is the camp’s signature adventure program called the Summit Series, which is designed to give mountaineers a replica experience of summiting a high-altitude mountain such as Mount Kilimanjaro by summiting Jebel Jais at an altitude of 1,934 metres in the middle of the night in freezing temperatures.
Take part in internationally renowned hiking experiences
Home to the most developed hiking trail network in the UAE of 80km on Jebel Jais, Ras Al Khaimah hosted two editions of the ‘HIGHLANDER’ hiking experience, the first of its kind in the GCC.

The only certified international hiking association in the world, HIGHLANDER is renowned for its specially curated hiking experiences that take intrepid adventurers on a two- and three-day hike based on their experience and fitness levels: HIGHLANDER55 (55km hike over three days) and HIGHLANDER Experience (30km hike over two days). Drawing hundreds of participants from around the world, the adventure challenge will return in February 2024, offering hikers and adventure lovers the chance to physically test themselves on the Emirate’s spectacular trails while exploring the Hajar Mountains’ impressive rockscapes, rugged canyons and famous wadis.
Aligned to Ras Al Khaimah’s vision to become a regional sustainable tourism leader by 2025 and underscored by its ‘Balanced Tourism’ strategy, HIGHLANDER is keen to create awareness on the importance of preserving and protecting nature while encouraging participants to enjoy the great outdoors and minimise their impact on the environment. Participants will also be offered educational sessions on ecology and sustainability to highlight the importance of protecting the Emirate’s natural environment and taking home only memories and stunning photographs. These talks will reinforce the nature-driven aspect of hiking, drawing awareness and appreciation of hikers towards the diverse natural landscape and the need to preserve it, as well as the rich culture of the Emirate.
Sustainable attractions and lodges in the pipeline
Those seeking an even more immersive experience can soon take flight with Jais Wings, the region’s first dedicated paragliding site in the GCC, offering adventurers the chance to take off from the top of Jebel Jais for the region’s first paragliding experience.
New for 2024, the Saij, A Mantis Collection Mountain Lodge, comprising of 70 luxury lodges, will provide a pure mountain retreat that focuses on nature as well as mind, body and soul with guided treks, mindful pursuits, and creative experiences. The Basecamp Jais will offer affordable accommodation for outdoor enthusiasts, thrill seekers and nature lovers as well as a range of activities such as yoga and Emirati live cooking while the Jais Yard, will feature food trailers, kiosks, retail containers, vintage truck restaurants, open air cinema and children’s play areas. Cloud7 Camp Jebel Jais, will also offer the ultimate glamping experience with 30 accommodation units built out of sustainable material.

With a rich portfolio of existing and upcoming attractions, Jebel Jais continues to mark its presence as a leading adventure destination in the wider region and will grow from strength to strength in the coming years, appealing to adventure enthusiasts from the world over.

Go to https://visitrasalkhaimah.com/ for more information and book your adventure holiday today.
The Ras Al Khaimah Tourism Development Authority won Middle East’s Leading Adventure Tourism Destination 2022 at last year’s World Travel Awards

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At the 66th meeting of the UNWTO Regional Commission for Africa, Member States joined representatives from international organizations and the private sector to focus on opportunities around tourism jobs and investments while also recognizing the vital need to address challenges including the climate crisis.
According to the latest UNWTO data, tourism across Africa is returning to strength following the unprecedented crisis caused by the pandemic:
International arrivals across Africa were back to 88% of pre-pandemic levels at the end of the first quarter of this year.At the sub-regional level, North Africa is performing particularly strongly. Here, arrivals were actually 4% higher than the pre-pandemic levels of 2019 in the same period.Globally international tourism receipts reached USD 1 billion in 2022, a 50% growth in real terms compared to 2021. Among African destinations with available data, Morocco and Mauritius notably exceeded their 2019 tourism receipts in the first quarter of 2023.Welcoming delegates, UNWTO Secretary-General Zurab Pololikashvili said: “The UNWTO Agenda for Africa has been adapted. Our vision for African tourism is also one of strong governance, more education and more and better jobs. To achieve it, we aim to promote innovation, advocate for Brand Africa, facilitate travel, and unlock growth through investment and public-private partnerships.
Members meet in MauritiusUNWTO welcomed delegations from 33 countries, including 22 Ministers of Tourism, two Deputy Ministers and four Ambassadors to the meeting, the most important annual event for the region’s Member States.
Reflecting the high level of political support for the event, and for UNWTO’s mission to guide tourism development across Africa, the meeting welcomed the attendance of the Prime Minister Republic of Mauritius Pravind Kumar Jugnauth, as well as Deputy Prime Minister, Minister of Housing and Land Use Planning, Minister of Tourism, Republic of Mauritius, and Vice-Chair of the UNWTO Executive Council Steven Obeegadoo. Also in attendance were the African Union Commissioner for Trade and Development, Albert Muchanga, the Secretary-General of the Common Market for Eastern and Southern Africa (COMESA), Chileshe Mpundu Kapwepwe, the Secretary-General of the Commonweath, Patricia Scotland KC, Special Advisor to the UNWTO Secretary-General Lai Mohammed, UN Resident Coordinator for Mauritius and Seychelles Lisa S. Singh, the Resident Representative of the UN Development Programme (UNDP) Amanda Seumaga, and representatives from the African Development Bank, the World Bank, and from IFEMA and the Tui Care Foundation.ADVERTISEMENTMembers were provided with an overview of UNWTO’s achievements over the past year, with a particular focus on core priorities for tourism in Africa:
Tourism Investments: UNWTO presented a new set of Investment Guidelines for Mauritius, designed to connected investors with tourism projects in the country. The Guidelines follow on from similar publications focused on Tanzania, with editions for Malawi, Morocco, Mozambique, Namibia, Rwanda and Zambia in development. UNWTO has also held two Tourism Investment Forums in Africa.Gender Equality and Youth Empowerment: With tourism recognized for its unique ability to drive gender equality and empower African youth, Members were advised on the progress of the UNWTO Women in Tourism Leadership for Africa Committee, and the Organization’s focus on education and training. Key achievements include the Travel Hospitality and Tourism Education Summit (Zambia, May 2023) and plans to open an International Academy in Nigeria.Advocating for ‘Brand Africa’: Members were provided with an update on UNWTO’s work to empower African tourism professionals to take charge of the narrative, including through two editions of the Brand Africa Think Tank Dialogue and plans for a UNWTO Media Training Workshop.In close collaboration with its Member States from across the region, UNWTO has also updated its Agenda for Africa – Tourism for Inclusive Growth. The revised roadmap reflects the new challenges of post-pandemic tourism and the priorities outlined by Members.
Tourism addresses climate actionUNWTO continues to lead tourism’s shift to greater sustainability, recognizing the impact of extreme weather events, including the potential for heat waves to cut off the lifeline the sector offers for destinations worldwide. In Mauritius, Members were given an update of UNWTO’s work around sustainability, most notably its leadership of the One Planet Tourism Network and the progress of the Glasgow Declaration on Climate Action in Tourism.
Tourism for rural developmentAgainst the backdrop of the Regional Commission meeting, Secretary-General Zurab Pololikashvili enjoyed an official visit to Le Morne, recognized by UNWTO as one of its Best Tourism Villages. The Mauritian village of Old Grand Port was also awarded the accolade.

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