During the 43rd edition of the Tourism Showcase organized by the Colombian Association of Travel and Tourism Agencies (ANATO), the World Travel and Tourism Council (WTTC) reaffirmed its commitment to Puerto Rico, strengthening its strategic alliance with the Caribbean island.

Throughout the event, representatives from the WTTC and the Puerto Rico Tourism Company (CTPR) actively discussed upcoming initiatives aimed at driving tourism growth both locally and regionally.

In a joint press conference, Virginia Messina, Senior Vice President of the WTTC, stated: "It is an honor to reinforce our collaboration with Puerto Rico, a country with which we share a strong commitment to tourism development, with increasingly sustainable, innovative, and inclusive practices."

According to WTTC projections, over the next decade, the travel and tourism sector in Puerto Rico will represent 7.5% of the national economy, contributing over $9 billion.

Carlos Mercado, Executive Director of the Puerto Rico Tourism Company (CTPR), emphasized: "The tourism industry is at a historic moment in its trajectory, both in Puerto Rico and globally. Alliances with international organizations like the WTTC are crucial as we are at the ideal moment to make significant decisions regarding sustainable development, ensuring long-term stability in the sector and significantly increasing its contribution to the economy."

One of the milestones of this collaboration was the joint organization of the Forward Thinking Dialogue Forum, which saw participation from industry leaders including Pablo Chalen from Grupo Amadeus, Paula Cortés Calle Executive President of ANATO, Gilberto Salcedo Vice President of Tourism ProColombia, Pablo Jaitman Vice President of Sales and Marketing for LATAM at Karisma Hotels and Resorts, Alejandro de la Osa CEO of Europamundo, Deyanira Pappaterra General Director of Tourism Business at Banreservas, as well as representatives from Marriott, Expedia, Airbnb, among others.

This close relationship has led to various initiatives, such as the inaugural Sustainability and Investment Summit in San Juan, as well as the development of reports such as 'Travel & Tourism in the Caribbean: Prospects for Growth' and 'Best practices for short-term rentals'.