Only a handful of places in the Caribbean are promoted as LGBTQ-pleasant by their formal tourism organizations. Just one of them, Puerto Rico, is now aiming to expand its LGBTQ tourism even far more with a new campaign termed “Live Out.”
The new campaign was announced by Find out Puerto Rico, the destination’s internet marketing business, all through very last month’s once-a-year Worldwide LGBTQ+ Vacation Affiliation (IGLTA) conference.
In accordance to latest scientific tests commissioned by Find Puerto Rico, the nation is now running from a position of energy when it will come to attracting LGBTQ vacationers. Considering the fact that 2018, the tourism board has labored with a company known as Strategic Promoting and Study Insights to evaluate the island’s brand name picture as a tourism spot, and to establish new possibilities for progress.
Exploration from 2018, 2019 and 2020 showed Puerto Rico’s developing charm with LGBTQ travelers. In 2019, only 19% of LGBTQ vacationers identified Puerto Rico as a “friendly” spot. In 2020, that range jumped to 41%. That upward pattern signifies an more and more significant market marketplace for the island, according to tourism officers.
Puerto Rico is blessed with all-natural and cultural sources and a lively neighborhood LGBTQ+ neighborhood, without having which these benefits would not have been feasible.
“Our calendar year-in excess of-yr benefits are not typical,” Jose Arana, Discover Puerto Rico’s advertising and unique events manager, explained to attendees at the IGLTA conference. “But they are also not a fluke. Puerto Rico is blessed with all-natural and cultural methods and a vivid area LGBTQ+ community, with no which these benefits would not have been attainable. But it was the concentration and perseverance of the Find Puerto Rico workforce and our partners — aligned with business best practices and partnered with the LGBTQ+ group in Puerto Rico and further than — that delivered our success.”
Puerto Rico’s community LGBTQ neighborhood and LGBTQ-concentrated companies and events have also assisted the desired destination obtain a larger profile in the area, especially due to the fact most Caribbean islands just never give as significantly diversity. Vibrant nightlife, LGBTQ-popular beaches, homosexual-owned accommodations and not one, but two, annual LGBTQ satisfaction events — one in San Juan and a person in Boqueron, on the west coastline — are a handful of of the explanations why travelers can locate lots of rainbow flags traveling all around the island. In addition, very same-sex marriage has been lawful in Puerto Rico due to the fact 2015, permitting for the advancement of location marriage ceremony choices.
To make it simpler for travelers and travel advisors to accessibility LGBTQ journey info, Learn Puerto Rico maintains a sturdy dedicated LGBTQ travel information and facts part on its primary website. The organization has also enhanced its visual internet marketing by taking pictures assorted LGBTQ picture shoots to illustrate advertising and marketing materials and ads. And now, the new campaign aims to take the island to the future amount.
What The “Stay Out” Marketing campaign Will Do
Around the upcoming number of months, the Live Out campaign will be executed throughout numerous Explore Puerto Rico platforms, with shots, movies and created content showing on the formal website and social media. Electronic advertisements are scheduled to launch in 2022.
A single of the key targets, according to Arana, is to create Puerto Rico as the “LGBTQ+ Cash of the Caribbean” by making certain that vacationers experience welcome.
To further that goal, Explore Puerto Rico is engaging the community community in its endeavours. A range of folks and businesses have performed a part in the generation of the marketing campaign, which include the IGLTA LatinX and queer legal rights activist Jhoni Jackson and the Real Self Foundation, an LGBTQ political and social firm.
In addition to marketing initiatives, the campaign also involves a application called Pathway to Work, which will present training and means to promote better inclusion and honest treatment method inside the island’s hospitality sector. Produced in partnership with HospitableMe (an inclusive hospitality instruction business) and the IGLTA Basis (the IGLTA’s nonprofit education and investigate arm), the software — which is even now in enhancement — is also partnering with the Hyatt Hotels Corporation and the Atlanta Conference and People Bureau. Further hoteliers and businesses will very likely be announced as the program rolls out.
Travel advisors who want to market more LGBTQ vacations to Puerto Rico, meanwhile, can indication up to become Puerto Rico Journey Experts by Learn Puerto Rico’s master training course, which addresses the ins and outs of providing the spot to a variety of traveler styles and niches.
Uncover Puerto Rico
I’m Michelle, and I love to travel. As a former hotel expert for one of the world’s largest hotel chains, I’ve stayed in nearly every type of room imaginable (including many that were not so desirable!). Nowadays, I am fortunate enough to be able to explore the world on my own terms. From international flights to learning different languages, there is nothing too far out of reach!