Puerto Rico Tourism Company

What Puerto Rico Tourism Company does

The Puerto Rico Tourism Company (CTPR, also known as PRTC, or Compañía de Turismo de Puerto Rico) is a public corporation of the Government of Puerto Rico, founded in 1970 and headquartered at 2 Paseo La Princesa in San Juan. It is the statutorily designated authority responsible for stimulating, promoting, and regulating the development of Puerto Rico's tourism industry, executing this mandate across seven regional tourism zones (Porta Capital, Porta Cordillera, Porta Atlántico, Porta Caribe, Porta del Sol Norte, Porta del Sol Sur, Porta del Este) and 78 municipalities.

CTPR operates a portfolio of digital platforms rather than a unified technology product: Voy Turisteando (a mobile platform/app with digital passports for residents exploring internal tourism), Discover Puerto Rico (the international-facing travel guide), the tourism.pr.gov regulatory hub, and a Tourism Statistics Dashboard. Alongside these platforms, CTPR runs multiple certification/endorsement programs — Paradores de Puerto Rico, Bed & Breakfast, Eco-Stays, Agrotourism, Ecotourism, Nautical Tourism, and Tour Guides — plus thematic routes such as Law 142-2024's "Mar y Tierra" gastronomic route and four religious tourism routes. It also operates the SwimSafePR beach-safety program and curates major event sponsorships including the Puerto Rico Open, NBA exhibition games, World Baseball Classic qualifiers, FIBA tournaments, and Inter Miami CF visits.

CTPR's revenue mechanics are predominantly regulatory rather than commercial: it collects room occupancy tax from lodging establishments ($35.2M in FY 2023-2024 and $147.37M from July 2024–June 2025 with an estimated $29M/year uncollected due to short-term rental data gaps). The agency does not charge visitors; it instead allocates promotional budgets, tax credit approvals (e.g., ~$498M and a 10-year exemption for the Esencia luxury development), and incentive programs to drive tourism supply and demand. Customer segments are diversified across international tourists, Puerto Rico residents, tourism SMEs (hotels, restaurants, tour operators, cruise lines, short-term rental operators), and institutional partners (airlines, cruise lines, sports federations).

Name

Puerto Rico Tourism Company

Legal name

Puerto Rico Tourism Company

Website

https://prtourism.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Puerto Rico Tourism Company (CTPR), founded in 1970, is a public corporation that promotes and regulates Puerto Rico's tourism industry. It operates digital platforms, certification programs, room-tax collection, and event sponsorships to drive visitor arrivals across the island's seven regional zones.

Ownership category

akta.pro rank

Product category

Tourism Promotion and Regulatory Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Social Media & Community Management (PR-led) (BPAFADAM)

akta.pro secondary industries

Consumer & Lifestyle PR (MPAAADAB), Resort & Branded Residence Vacation Rental Management (BPAJAIAE)

Keywords

• Destination marketing
• Tourism promotion
• Tourism regulation
• Tourism endorsement
• Travel certification

Headquarters

HQ city

San Juan

HQ country

Puerto Rico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Room Occupancy Tax Collection: CTPR collects room occupancy tax from hotels and lodging establishments. In fiscal year 2023-2024, $35.2 million was collected in room occupancy tax. The agency lacks complete data on short-term rentals, leading to an estimated $29 million in uncollected taxes annually.

Distribution channels6 records

Marketing channels8 records

Core offering

The Puerto Rico Tourism Company (CTPR/PRTC) is a government public corporation that stimulates, promotes, and regulates Puerto Rico's tourism industry. It collects room occupancy tax from lodging establishments, issues tourism endorsements and certifications to accommodations and tour operators, administers tourism tax incentives for developers, and operates digital platforms (VoyTuristeando, Discover Puerto Rico) for destination marketing across international and domestic visitor segments.

Product overview

The Puerto Rico Tourism Company (CTPR) operates as a government tourism promotion and regulation authority, offering a portfolio of certification programs, digital platforms, and tourism routes rather than a unified technology product. Key offerings include the Voy Turisteando mobile platform for internal tourism, the Discover Puerto Rico travel guide, certification programs for accommodations (Paradores, Bed & Breakfast, Eco-Stays, Agrotourism), and thematic tourism routes (Religious Routes, Mar y Tierra Gastronomic Route). The organization also manages the SwimSafePR beach safety program and provides tourism statistics tracking.

Differentiator

Problem solved

Functional benefit

Brands

• Voy Turisteando: Internal tourism platform and app for promoting domestic tourism in Puerto Rico
• Discover Puerto Rico
• SwimSafePR
• Paradores de Puerto Rico
• Puerto Rico Bed & Breakfast

Products and services

• Voy Turisteando Internal tourism promotion platform and mobile application that enables Puerto Rico residents to discover and explore tourism experiences across all seven regions, featuring digital passports for tracking visits to points of interest.
• Discover Puerto Rico Official travel guide platform showcasing Puerto Rico's attractions, accommodations, dining, and events for international and domestic visitors, serving as the destination marketing organization's external promotion channel.
• Paradores de Puerto Rico Certified small inns and guesthouses endorsement program offering authentic local hospitality experiences throughout Puerto Rico's seven tourism regions.
• Puerto Rico Bed & Breakfast Program Certified bed and breakfast establishments program featuring intimate accommodations with breakfast service, typically 3-6 rooms operated by resident hosts, with 10 participating properties.
• Agrotourism Program Certified agrotourism companies program promoting farm visits, agricultural experiences, and direct engagement with Puerto Rico's agricultural producers and farmers.
• Eco-Stays Endorsed eco-friendly accommodations and sustainable tourism experiences that minimize environmental impact while offering nature-based experiences.
• SwimSafePR Beach safety program providing recommendations and guidelines for safely enjoying Puerto Rico's beaches, including safety tips and conditions information.
• Sustainable Tourism Initiative Comprehensive sustainable tourism development program leveraging Puerto Rico's natural and cultural attractions to develop the sustainable tourism sector.
• Nautical Tourism Program Program promoting maritime and nautical tourism activities including sailing, boating, and marine-based experiences across Puerto Rico's coastal waters.
• Religious Tourism Routes Four endorsed religious tourism routes including San Juan Bautista, Beato Carlos Manuel, Porta del Sol Sagrado, and Porta Atlántico Sagrado, featuring spiritual and cultural heritage sites.
• Ruta Gastronómica, Turística y Cultural Mar y Tierra Gastronomic, tourism and cultural route established by Law 142-2024, connecting 15 municipalities from the central mountain region to the southern coast featuring local restaurants and commerce under the concept 'Todo bajo un mismo sol'.
• Hotel Development Corporation Corporation supporting hotel development and investment in Puerto Rico, providing incentives and facilitating tourism infrastructure growth.
• Tourism Statistics Dashboard Statistics platform providing data on cruise passengers (1,348,245 in FY 2025), airport passengers (14,577,018 in FY 2025), and room tax revenue ($147.37 million from July 2024-June 2025).
• Travel Agencies and Wholesalers Endorsement Endorsement program for certified travel agencies and wholesalers, promoted through the 'Look for the Seal' educational campaign to ensure consumer protection and compliance with tourism regulations.

Quantifiable outcome

• 88%+ hotel occupancy during holiday weekends projected for July 2026
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, major and minor.

• IFEMA MADRIDcoreStrategic or Co-development Partner · 18 June 2026Puerto Rico and IFEMA MADRID formalized an agreement for Puerto Rico's participation as Principal Partner of FITUR 2027, the leading tourism trade fair in the Iberoamerican market. This historic participation strengthens Puerto Rico's international positioning and provides access to tourism leaders from Latin America and Europe.
• JetBluecoreChannel Partner/ Reseller/ Distributor · 3 December 2025JetBlue announced five new nonstop routes from San Juan to various U.S. cities starting March/April 2026, reinforcing its position as Puerto Rico's largest airline with expanded service offerings.
• World Baseball ClassicmajorGTM or Marketing Partner · 24 September 2025Puerto Rico hosted World Baseball Classic Qualifier rounds in March 2026 at Hiram Bithorn Stadium, projecting $29 million economic impact and $67 million media exposure.
• NBA (Orlando Magic, Miami Heat)majorGTM or Marketing Partner · 22 September 2025NBA exhibition game between Orlando Magic and Miami Heat held at Coliseo de Puerto Rico on October 4, 2025, projected to generate $8.3 million economic impact and $18 million media exposure.
• FIBAmajorGTM or Marketing Partner · 22 September 2025Puerto Rico hosted FIBA Women's Qualifier Tournament in March 2026, projected to generate $3.5 million economic impact and over 2,000 hotel room nights.
• Asociación Hecho en Puerto Rico (AHPR)minorStrategic or Co-development Partner · 7 December 2021Alliance with AHPR to promote local entrepreneurs and tourism SMEs offering products and services made in Puerto Rico.
• Discover Puerto RicocoreGTM or Marketing PartnerDiscover Puerto Rico is the Destination Marketing Organization (DMO) that works alongside CTPR for external promotion of Puerto Rico internationally, supporting campaigns, trade shows, and marketing initiatives.
• Aerostar (Airport Operator)coreStrategic or Co-development PartnerAerostar operates the Luis Muñoz Marín International Airport and collaborates with CTPR on airport access improvements, infrastructure investments, and airline route development for Puerto Rico.
• IberiamajorChannel Partner/ Reseller/ DistributorIberia dedicated an aircraft to Puerto Rico featuring iconic landscapes, and signed agreements to continue supporting Iberia connections between Puerto Rico and Europe, with increased marketing budget from CTPR.
• VRDG EntertainmentmajorGTM or Marketing PartnerVRDG Entertainment organizes major sports events in Puerto Rico including NBA exhibition games, Inter Miami CF visits, and other international sporting events that drive tourism.
• WAPA-TVmajorGTM or Marketing PartnerWAPA-TV broadcasts major CTPR events including The Sounds of Puerto Rico New Year's Eve Edition and provides television coverage for tourism promotion.
• Discover Puerto RicocoreGTM or Marketing PartnerDiscover Puerto Rico conducted a campaign leveraging football's biggest weekend to promote Puerto Rican culture through music, storytelling, and consumer activations in New York City.
• Corporación de Artes MusicalesminorStrategic or Co-development PartnerCTPR established alliance with Corporación de Artes Musicales and Orquesta Sinfónica de Puerto Rico to strengthen cultural tourism through the 'Destinos Musicales' series.
• Federación de Béisbol de Puerto RicominorStrategic or Co-development PartnerCTPR and Federación de Béisbol signed agreement to promote internal tourism and sports tourism supporting the 2022 Double A Baseball League season.
• 78 Municipal GovernmentscoreStrategic or Co-development PartnerCTPR works with all 78 municipalities of Puerto Rico through regional tourism offices and initiatives like the Gran Feria de Turismo Interno, promoting regional tourism development.

Scale indicators6 records

Recent moves7 records

Expansion highlights8 records

Direct peers

• Discover Puerto Rico: The official Destination Marketing Organization (DMO) for Puerto Rico that operates alongside CTPR on external tourism promotion, international marketing campaigns, and trade show presence. Functionally the closest peer as a fellow Puerto Rico destination marketing body.
• Jamaica Tourist Board: Government tourism authority for Jamaica, a direct Caribbean peer running destination promotion, certification programs, and incentive frameworks for hotel investors. Highly comparable as a competing Caribbean island tourism authority.
• Dominican Republic Ministry of Tourism: Government tourism authority for the Dominican Republic, comparable as a Caribbean destination marketing/regulatory body that competes with Puerto Rico for the same U.S., European, and Latin American source markets.
• Barbados Tourism Marketing Inc. Government-affiliated destination marketing organization for Barbados, comparable as a Caribbean island tourism authority running international promotion, partnerships, and incentive programs.

Broad incumbents

• Brand USA: The national Destination Marketing Organization of the United States, promoting the U.S. as a travel destination globally. Comparable in mission (destination promotion) and funding structure (public-private partnership) but operating at a country vs. territory level.
• VISIT FLORIDA: Florida's state-level destination marketing organization, comparable in function (state tourism promotion, partnership marketing) and in competing with Caribbean destinations for U.S. leisure travelers.

Regional players

• Tourism Australia: Australian government tourism marketing agency, comparable in function (destination promotion, partnerships with airlines/cruise lines, event-driven demand generation) but operating in a different geography (Asia-Pacific vs. Caribbean).
• VisitBritain: UK national tourism agency funded by UK government, comparable as a government-affiliated destination marketing body running international campaigns and trade partnerships, but focused on a different geography.
• Destination Canada: Canada's national destination marketing organization, comparable in mandate (international tourism promotion, market diversification, partnerships with carriers) but operating in a different geography.
• Turespaña: Spain's national tourism promotion body within the Ministry of Industry, Trade and Tourism. Comparable as a government-owned tourism marketing and promotion authority but focused on a different geography (Europe).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CTPuertoRico
• Facebookfacebook.com/prtourismco
• LinkedInlinkedin.com/company/puerto-rico-tourism-company
• Instagraminstagram.com/ctpuertorico

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Puerto Rico Tourism Company