- In 2025, there was a 57% increase in international arrivals to San Juan from Madrid.
- The number of Spanish travellers experienced a year-on-year increase of 72%*.
Discover Puerto Rico, the island’s Official Destination Marketing Organisation (DMO), announced that Puerto Rico will be present at FITUR 2026 after one of the strongest years in its tourism history. In 2025, the island posted record performance, sustained international growth and a clear commitment to responsible, culture-centred tourism that honours both its people and its natural treasures.
Represented by Discover Puerto Rico and the Puerto Rico Tourism Company (PRTC), the island comes to this international fair after consolidating a record year in tourism, driven by the expansion of air service, growth in cruise traffic, increased demand for accommodation, and continued investment in the hotel sector. Beyond its solid results, Puerto Rico continues to stand out as a destination where vibrant culture, music, gastronomy, and history are inseparable from a deep respect for nature, conservation, and community well-being.
At FITUR 2026, Discover Puerto Rico continues to collaborate with global tourism partners through meetings and strategic collaborations that highlight the island’s cultural vitality and its leadership in responsible tourism. The latter is done in collaboration with local partners such as Wyndham Grand Rio Mar, Rums of Puerto Rico and Chocolate Cortés, an iconic Puerto Rican chocolate manufacturer with more than 96 years of tradition, which proudly produces products that combine tradition, quality and innovation. Rooted in local identity and a legacy of excellence, the brand stands out for its authenticity, craftsmanship and commitment to sustainable growth for generations to come.
“Puerto Rico’s growth is rooted in authenticity and intention. We are attracting travellers who value culture, connection and sustainability, people who want to experience the island’s music, cuisine, landscapes and traditions while respecting the communities and natural resources that make Puerto Rico a truly unique place. This momentum will continue to strengthen in 2026 through events and promotions that will further consolidate the island as a world-class destination. Puerto Rico is not defined by regional comparisons; it is a destination with a unique and competitive value proposition for travellers from around the world,” said Jorge Pérez, CEO of Discover Puerto Rico.
Increase in Spanish travellers
In 2025, Luis Muñoz Marín International Airport received more than 6.8 million passenger arrivals, 3% more than in 2024, while approximately 1.6 million cruise passengers arrived through the Port of San Juan, representing a year-on-year increase of 12%.
In addition, according to the National Travel and Tourism Office (NTTO), in 2025 there was a 57% increase in international arrivals to San Juan (SJU) from Madrid (MAD), compared to 2024. Likewise, preliminary data through October 2025 focusing specifically on Spanish citizens shows strong momentum, with significant year-on-year growth of 72%.
Demand for accommodation reached nearly 7.9 million room nights booked, an annual increase of 8%, according to data from STR and AirDNA. Tourism employment also reached historic levels, with 102,600 jobs registered in leisure and hospitality in November 2025, an increase of 4%, according to the U.S. Bureau of Labour Statistics. The island’s meetings and events sector secured a record 262,779 room nights for groups, generating an estimated economic impact of £170 million for Puerto Rico.
Puerto Rico’s continued momentum is reinforced by significant hotel investments that align luxury with sustainability and a sense of place. In late 2025, the Four Seasons Resort and Residences Puerto Rico reopened after a £30 million renovation, offering refreshed accommodations with direct access to a 195-hectare protected nature reserve. New openings, such as the Hyatt Centric San Juan Isla Verde, Spark by Hilton Ponce, Magdalena 1163 and El Oasis Hotel, further expand the island’s lifestyle, boutique and wellness offerings. Nearly 1,000 hotel rooms remain under construction, with significant projects scheduled through 2028, reflecting long-term confidence in Puerto Rico as a high-value, future-oriented destination.
As international interest continues to grow, Puerto Rico maintains its focus on welcoming travellers seeking meaningful and adventurous experiences, where Afro-Caribbean rhythms, Spanish and Taíno heritage, protected natural wonders, and an exceptional diversity of outdoor and adventure experiences—from rainforest hikes and underground caves to bioluminescent bays and world-class surfing—combine with modern hospitality to create a destination that invites you to awaken your senses.
*Data through October 2025
For more information on Puerto Rico’s tourism performance and initiatives, visit
About DISCOVER PUERTO RICO
Discover Puerto Rico is a private, non-profit Destination Marketing Organisation (DMO) whose mission is to promote Puerto Rico globally as a premier tourist destination. The DMO drives Puerto Rico’s prosperity by promoting the diversity of attractions and elements that make the island a unique destination for leisure, business and events. Discover Puerto Rico is responsible for marketing, sales and promotion of Puerto Rico abroad and collaborates with key governmental and non-governmental actors in Puerto Rican tourism and the community at large to drive economic growth. To discover all the beauty the island has to offer, visit DiscoverPuertoRico.com
Source: SERGAT Comunicación