Revenge travel is an outdated concept. In its place, 40% of travelers will hit the road in 2024 to experience other cultures and immerse themselves in unique destinations. For 2024, cultural travel is all the rage.
According to Hilton Trends Report 2024This is especially true among younger vacationers, with 42% of Gen Z travelers and 44% of millennial travelers making cultural exploration a top travel priority.
This turns tourism into Puerto Ricoa passport-free destination for American travelers looking for a cultural experience in addition to their beach getaway. San Juan’s historic charm, burgeoning culinary and craft cocktail scene, and increasingly diverse hotel offerings make the city’s unique character its ultimate selling point, drawing record numbers of visitors.
A new island
Puerto Rico is booming right now, and it shows. In its year-end tourism report, marketing organization Discover Puerto Rico reports a record number of arrivals to the Caribbean island, an increase of 18.6% over 2023. Tourism in Puerto Rico generated a record $9.8 billion, 13% more than last year.
Part of the island’s growth is due to its branding, which extends the island’s image beyond its white-sand beaches. Discover Puerto Rico’s “Live Boricua” campaign emphasizes cultural riches, showing that the island is more than just a beach destination. Its “No Passport, No Problem” initiative has helped raise awareness among Americans about Puerto Rico excursions.
The meteoric rise of reggaeton and other Latino musical genres has recently attracted the attention of Puerto Rican artists, including Bad Bunny, who blends musical genres. The global attention to the arts draws visitors to the island, even those who don't speak Spanish.
The various offers of “The island of charmor “the island of enchantment,” places them at the heart of some of the biggest trends in travel, driving massive growth in travel that shows no signs of slowing down.
Discover the Rumbao Hotel
The transformative qualities of tourism are palpable beyond recent statistics, as accommodation establishments, tour operators and airlines race to meet growing demand.
A rebirth Rumbao Hotel, a Tribute Portfolio Hotel debuted this spring as the “Key to Old San Juan” and the richness of one of the island’s most historically and culturally intriguing destinations.
The reimagined hotel in san juan Hotel Rumbao, formerly the Sheraton Old San Juan, has been completely renovated and showcases what new guests in Puerto Rico are looking for: authenticity, history and culture. “We’ve seen an increased demand for a more local experience, which we believe Hotel Rumbao is now better positioned to meet,” said Armando Emanuelli, Director of Sales and Marketing for Hotel Rumbao.
Rumbao Hotel is located at the entrance of a Old San Juan Districtwhere visitors won't have to worry about parties keeping them up all night. This quiet beach resort overlooks cruise ships, harbors, new shopping malls and quiet promenades.
Just a short walk away, Spanish colonial fortresses, cobblestone streets and the colorful facades of centuries-old homes reveal the island's history to visitors.
New modern finishes and culturally inspired design replace the hotel’s old standard décor. Soothing colors throughout the 245 guest rooms combine with Caribbean-inspired pops of color in custom furniture and local artwork. Thoughtful, culturally inspired design elevates the hotel experience; even special handmade signs hang on each door, asking housekeeping staff to come back later: “Not now, I was rumber“, they read.
These choices are just one example of the local spirit, carefully selected, that contributes to a one-of-a-kind experience. Emanuelli says it’s part of the “total transformation of the hotel that visitors have really responded to.”
The hotel’s rooftop terrace reminds visitors that they’re on a Caribbean island. Breathtaking sunsets provide an ethereal backdrop for lazy afternoons by the pool. The stunning pink and orange hues of the Puerto Rican sky hang like paintings above the island’s historic center and the famous Bacardà rum factory just beyond.
Culinary curiosity
But what does cultural exploration look like as Puerto Rico reimagines what it can offer visitors? For many travelers, it’s about indulging in new flavors they can’t find at home. “There’s no doubt that a great culinary experience can elevate a stay,” says Adam Crocini, senior vice president and global brand manager, food and beverage, Hilton.
Recent research from hospitality giant Hilton shows that 86% of travelers want to eat local and regional cuisine when they travel, while 82% say having a good restaurant near their hotel is a priority.
Rumbao Hotel does all this and more. The property’s new Rumbao Market Cafe & Lounge offers barista-prepared drinks and grab-and-go meals in a stylish space designed for coffee breaks and coworking.
But the real show takes place upstairs, in the hotel's iconic building. Kueros Island Bar and Kitchen by Chef Israel Rodriguez. Here, an eclectic mix of divine, locally inspired dishes takes diners on a culinary journey through Puerto Rico.
It’s an exciting part of a larger culinary and craft cocktail boom in Puerto Rico, centered around the island’s capital, San Juan. Offerings range from fine dining at Michelin-starred chef Juan José Cuevas’ 1919 restaurant to the Condado Vanderbilt Hotel to street food favorites like Bacalaitos And alcapurrias.
Cocktails too; Old San Juan's beloved haunt The Factory has held the title of best bar in the region for several years, even achieving 18th place among the The 50 Best Bars in North America.
Betting beyond the ranges
The growing interest in cultural exploration is just one aspect driving Puerto Rico’s transformative tourism boom. The island’s beach destinations and luxury resorts have long been its bread and butter. But Puerto Rico’s increasingly diverse travel options and easy access for U.S. travelers put the country in a unique position to continue attracting new visitors. “We’re sold out every weekend for the foreseeable future, even just a few weeks after opening,” Emanuelli says.
