Revenge trips are like that last year. In its place, 40% of travelers will hit the road in 2024 to experience different cultures and immerse themselves in unique destinations. For 2024, cultural travel is very fashionable.
According to Hilton 2024 Trends ReportThis 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 transforms tourism into Puerto Ricoa passport-free destination for American travelers looking for a cultural experience alongside their beach getaway. San Juan's historic charm, burgeoning culinary and craft cocktail scene, and increasingly diverse hotel lineup make the city's unique character its ultimate selling point, attracting record numbers of visitors.
A new island
It's hot in Puerto Rico 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% from 2023. Tourism in Puerto Rico generated a record $9.8 billion, 13% more than last year.
Part of its growth comes from branding, which expands the island's global image beyond its white sand shores. Discover Puerto Rico’s “Live Boricua” campaign focuses on cultural riches, showing that the island is much more than just a beach destination. His “No Passport, No Problem” initiative raised awareness among Americans about excursions to Puerto Rico.
The recent rise in popularity of reggaeton and other Latin music genres is putting a spotlight on Puerto Rican artists, including the groundbreaking tunes of Bad Bunny. Global attention to the arts draws visitors to the island, even those who don't speak Spanish.
The diversified offers of “The island of charm”, or the “Island of Enchantment,” places them at the heart of some of the biggest travel trends, propelling massive travel growth that shows no signs of slowing down.
Meet the Rumbao Hotel
The transformational qualities of tourism are palpable beyond recent statistics, as accommodations, tour operators and airlines race to meet growing demand.
A rebirth Hotel Rumbao, 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 reinvented hotel in San Juan – formerly the Sheraton Old San Juan – emerges following top-to-bottom renovations that highlight what new guests in Puerto Rico are looking for: authenticity, history and culture. “We have seen an increased demand for a more locally connected experience, which we believe Hotel Rumbao is now better able to meet,” says Armando Emanuelli, Director of Sales and Marketing at Hotel Rumbao.
The Rumbao hotel is located at the entrance to a Old San Juan Quarterwhere visitors won't have to worry about parties keeping them up all night. This quiet resort town overlooks cruise ships, ports, new shopping centers and quiet promenades.
A few steps away, the Spanish colonial fortresses, cobbled streets and colorful facades of centuries-old residences reveal to visitors the history of the island.
New modern finishes and culturally inspired design replace the hotel's old cookie-cutter decor. The calming colors of the 245-room property combine with tasteful touches of Caribbean-inspired colors in custom furnishings and local artwork. Thoughtful, culturally inspired design elevates the hotel experience; even special handmade signs hang on every door, asking housekeeping staff to come back later: “Not now, I was rumbeando“, they read.
These choices are just one of many expertly curated touches of local flair that contribute 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 pool deck reminds visitors that they are on a Caribbean island. Stunning sunset views provide an ethereal backdrop for lazy afternoons poolside. The stunning shades of pink and orange of the Puerto Rican sky hang like paintings above the island's historic center and the famous Bacardírum factory just beyond.
Culinary curiosity
But what does cultural exploration look like as Puerto Rico reimagines what it can be for visitors? For many travelers, it's the pleasure of discovering new flavors that you can't find at home. “There is no doubt that an exceptional dining experience can enrich the stay,” said Adam Crocini, senior vice president and global head of food and beverage brands at Hilton.
Recent findings from hospitality giant Hilton show that 86% of travelers want to eat local and regional cuisine when traveling, while 82% say having a good restaurant near their hotel is a priority.
The Rumbao Hotel does this and more. The property's new Rumbao Market Cafe & Lounge offers barista-prepared drinks and takeout meals in a stylish space designed for coffee breaks and coworking.
But the real show is upstairs, at the hotel's signature location. Kueros Island Bar and Kitchen by Chef Israel Rodriguez. Here, an eclectic mix of divine, locally inspired dishes transport guests on a culinary journey through Puerto Rico.
It's an exciting part of a broader boom in culinary and craft cocktails in Puerto Rico, centered on the island's capital, San Juan. Offerings range from fine dining to Michelin-starred chef Juan José Cuevas' 1919 Restaurant, within the Hotel Condado Vanderbilt to street food favorites like bacalaitos And alcapurrias.
Betting beyond the ranges
Growing interest in cultural exploration is just one aspect propelling Puerto Rico's transformational travel boom. The island's beach destinations and luxury resorts have long been its livelihood. However, Puerto Rico's growing and diverse travel opportunities and easier access for U.S. travelers place the country in a unique position to continue attracting new visitors. “We are sold out every weekend for the foreseeable future, even just a few weeks after opening,” says Emanuelli.
