Discover Puerto Rico, was a relative newcomer to the destination organization community when it began engaging the LGBTQ+ segment in parallel with its launch in 2018. The team established a lofty goal for the island – to become the LGBTQ+ Capital of the Caribbean. A long, but somewhat distant history with the gay male traveler provided a solid opportunity; however, the organization wanted to go beyond gay males and expand its focus to all LGBTQ+ segments.

As a research-driven organization supported by best-in-class agency partners, Discover Puerto Rico set out on a mission to authentically welcome LGBTQ+ travelers and build awareness and preference for Puerto Rico as an LGBTQ+ destination.

Hiring community experts is an essential first step in any segment. Realizing that being of the community does not make someone an expert in the community, the team engaged HospitableMe to help lead and execute its segment strategy. A pre-defined set of goals beyond establishing the island as the LGBTQ+ Capital of the Caribbean, included engaging the local LGBTQ+ community and empowering its tourism partners to participate in and benefit from education, training and content marketing. 

Multiple best practices were identified to help guide the organization’s efforts:

• Foster diversity within your organization.
• Use existing and custom research to establish baselines and goals.
• Create inclusive content and marketing.
• Connect with local, national and global LGBTQ+ community and organizations.
• Identify and lift up LGBTQ+ champions and allies in the tourism sector.
• Use inclusive language and imagery. Everywhere.
• Align LGBTQ+ efforts with mainstream branding and campaigns.
• Engage LGBTQ+ influencers, media and content creators for rich and nuanced communications. 

In 2019, baseline research showed 19% of LGBTQ+ travelers identified Puerto Rico as an LGBTQ+ friendly destination. In 2020, that number increased to 41%. By 2023, Puerto Rico was benefitting from nearly $1 million of visitor spend every day from LGBTQ+ travelers.  

In October of 2023, Puerto Rico hosted the International LGBTQ+ Travel Organization (IGLTA) for their 40th anniversary convention. Having nurtured relationships with LGBTQ+ tourism partners, community organizations and leaders, Discover Puerto Rico was able to deliver a conference that was more connected to the destination than any conference host prior, and drive record attendance for the convention.  

Attendees were introduced to LGBTQ+ tourism partners and local leaders. Media attendees helped two local community service organizations build long-term fundraising capacity. And everyone celebrated together in the IGLTA’s first conference afterparty, on Condado’s gay beach, bringing to life the island’s Live Boricua marketing campaign.  

Discover Puerto Rico continues to benefit from its structured approach to this segment, remaining an engaged leader at the IGLTA, and growing preference for the destination among travelers in this and other key segments.