Caribbean destination to showcase its culture, heritage, gastronomy and immersive visitor experiences at the 47th edition of the world’s leading travel trade fair in Madrid.
Puerto Rico is set to elevate its international tourism profile after being named the official Partner Destination of FITUR 2027, the International Tourism Trade Fair scheduled to take place from 20 to 24 January 2027 at IFEMA MADRID. The partnership represents a major milestone in the island’s global tourism strategy, providing an influential platform to strengthen its presence in European and international markets while promoting its diverse leisure, cultural and business travel offerings.
The announcement was made during a special presentation held at Madrid’s Royal Botanical Garden, attended by senior tourism and industry leaders, including Willianette Robles, Executive Director of the Puerto Rico Tourism Company; José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; María Valcarce, Director of FITUR; and Jorge L. Pérez, CEO of Discover Puerto Rico.
Positioning itself as the “Heart of the Caribbean,” Puerto Rico aims to use its role as FITUR 2027 Partner to showcase a destination defined by rich heritage, vibrant traditions, exceptional gastronomy, natural landscapes and the genuine warmth of its people.
“Becoming FITUR 2027 Partner represents a unique opportunity for the Island of Enchantment to showcase to the world the diversity of experiences that make us distinctive while strengthening our relationship with the European market. Our participation will create new opportunities for tourism business, investment and sustainable growth, further reinforcing Puerto Rico’s position as a leading Caribbean destination,” said Willianette Robles, Executive Director of the Puerto Rico Tourism Company.
A Strategic Moment for Puerto Rico’s Tourism Growth
Puerto Rico enters its FITUR 2027 partnership at a time of remarkable growth and international recognition. According to the Puerto Rico Tourism Company, the destination recorded record tourism performance over the past two years, welcoming 14.5 million passengers through its three principal international airports during the previous year and receiving more than 1.82 million cruise visitors through its ports before the completion of the current fiscal period.
These achievements have strengthened the island’s position as one of the Caribbean’s most dynamic tourism destinations, creating opportunities to attract additional visitors, expand international partnerships and encourage further investment across its tourism ecosystem.
Puerto Rico offers a compelling mix of pristine beaches, tropical biodiversity, music, culinary experiences and historical attractions. Among its iconic landmarks is Old San Juan, the UNESCO World Heritage Site renowned for its colourful colonial architecture, centuries-old fortifications and vibrant cultural atmosphere.
FITUR 2027 to Deliver an Immersive Puerto Rican Experience
At the 47th edition of FITUR, which will expand with two additional exhibition halls, Puerto Rico will present an immersive destination experience designed to go beyond the traditional trade fair stand.
Visitors will be invited to discover the island through interactive experiences reflecting its contemporary identity, creativity and cultural energy. The concept aims to establish an emotional connection with travellers by highlighting not only Puerto Rico’s attractions but also the people, traditions and stories that define the destination.
“We want every visitor who experiences Puerto Rico at FITUR 2027 to discover something beyond a place to visit. We want them to feel the spirit of our island—its culture, world-class gastronomy, fascinating history and, above all, the warmth of our people. That human connection is what transforms Puerto Rico into an unforgettable Caribbean experience,” Robles added.
The partnership also reinforces FITUR’s role as a leading international marketplace for tourism professionals, bringing together destinations, travel companies, investors and industry stakeholders to shape the future of global travel.
José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID, welcomed Puerto Rico’s participation and highlighted the destination’s growing importance within the international tourism landscape.
“It is a privilege to welcome Puerto Rico as FITUR 2027 Partner and to support the remarkable growth its tourism industry has achieved in recent years. The island’s extraordinary cultural, natural and experiential assets will enrich the global dialogue of the fair and showcase its immense potential to the international travel community,” he said.
With its participation as the official partner destination, Puerto Rico is expected to leverage the global reach of FITUR 2027 to enhance its international visibility, strengthen tourism partnerships and further establish itself as a destination offering authentic, emotionally engaging and world-class Caribbean experiences.
