Puerto Rico’s Governor Jenniffer González, Puerto Rico Tourism Company Executive Director Willianette Robles, and Iberia Airlines President Marco Sansavini marked a milestone at FITUR 2025 by renewing a pivotal promotional agreement between the Puerto Rican government and Iberia Airlines, the leading airline connecting Europe and Latin America.
This renewed partnership is poised to deliver an economic boost of approximately $29 million, reflecting a robust marketing strategy designed to amplify Puerto Rico’s visibility and attract travelers from key European markets, including Spain, the United Kingdom, Germany, Italy, and France.
“Our product is attractive and has everything necessary to compete with other destinations in all areas. The agreements between the Government of Puerto Rico and Iberia have shown to be of great benefit to the destination, resulting in a 40% increase in visitor traffic from Europe using the Madrid-San Juan route when comparing figures for 2024 vs 2023, the highest number in over a decade.”, Robles said.
The executive director added that “with the increase to a daily year-round flight, the capacity of the route will increase the current inventory to a total of 210,000 available seats, between the two routes. This will allow more European passengers and other international destinations to have greater accessibility and options to plan a holiday or conduct business on the island”.
Expanding Puerto Rico’s Global Footprint
The renewed agreement encompasses a dynamic range of initiatives aimed at showcasing Puerto Rico as a prime travel destination. These efforts include:
- Exclusive Promotions: Featuring Puerto Rico in Iberia’s print and digital publications, and leveraging e-blasts to highlight hotel products to targeted customer segments.
- Themed Engagements: Organizing special events in Iberia’s VIP lounge at Madrid’s Barajas International Airport to promote the island.
- Workshops and Collaborations: Hosting workshops for tourism professionals in northern Spain and France to deepen industry knowledge about Puerto Rico’s unique offerings.
The Madrid-San Juan route, served by Iberia’s Airbus A330-200 with a 288-passenger capacity across Business and Economy cabins, continues to be a critical link connecting Puerto Rico to the European market. Iberia’s extensive network, covering 143 destinations in 48 countries, further enhances Puerto Rico’s connectivity to major global hubs.
New Travel Opportunities for Puerto Ricans
The partnership not only brings more European travelers to Puerto Rico but also opens doors for Puerto Ricans to explore Iberia’s expanding portfolio of destinations. Recent additions like Tokyo, Doha, Cairo, Tromsø, Salzburg, and Innsbruck provide exciting travel options for island residents seeking new adventures.
Showcasing Puerto Rico at FITUR 2025
FITUR 2025 serves as a global stage for Puerto Rico to present its rich culture, natural beauty, and tourism potential. The event has brought together a diverse delegation of Puerto Rican tourism stakeholders, including government officials, lodging companies, tour operators, and representatives from various municipalities. Their collective mission is to secure marketing and commercial agreements that will contribute to Puerto Rico’s economic growth and development.
Marco Sansavini, President and CEO at Iberia, said: “For Iberia, renewing this tourism promotion agreement with the government of Puerto Rico is very good news, because, in addition to strengthening and deepening the excellent relationship we have with the authorities of this wonderful island, it allows us to better approach all the tourist attractions it has to offer to our customers in Europe. We have been connecting Puerto Rico with Europe for 75 years now and alliances like this lay the foundations for many more years to come.”.
With the renewed promotional agreement and a strong presence at FITUR 2025, Puerto Rico is well on its way to solidifying its reputation as a top-tier Caribbean destination for European tourists.
The post FITUR 2025 Underscores Puerto Rico’s Tourism Growth Strategy with Iberia Airlines’ Renewed Partnership to Expand Visitor Numbers from Europe and Latin America appeared first on Travel And Tour World.
