Puerto Rico Partner Country of FITUR 2027

Puerto Rico, Partner Country of FITUR 2027

26-01-2026

The announcement of the collaboration agreement between IFEMA MADRID and the Government of Puerto Rico was made at the destination’s stand within the framework of the International Tourism Trade Fair.

Puerto Rico will take centre stage at the International Tourism Trade Fair in 2027 as the Partner Country, as announced today at the destination’s stand by Daniel Martínez, Executive Vice President of IFEMA MADRID, and Jenniffer González Colón, Governor of Puerto Rico. Also participating were Willianette Robles Cancel, Executive Director of the Puerto Rico Tourism Company (CTPR), and Jorge L. Pérez, Chief Executive Officer of Discover Puerto Rico, together with Arancha Priede, Managing Director of Trade Fair and Congress Business at IFEMA MADRID, and María Valcarce, Director of FITUR.

The collaboration agreement under which Puerto Rico will hold the status of FITUR 2027 Partner Country during the 47th edition of the International Tourism Trade Fair in Madrid will provide the destination with a strategic opportunity to strengthen its international visibility, invigorate the promotion of its tourism offering, and consolidate its global profile, following a record-setting 2025 with more than 6.8 million arrivals at Luis Muñoz Marín International Airport—an increase of 3% compared to 2024—according to data from Discover Puerto Rico.

Puerto Rico’s appointment as FITUR 2027 Partner Country represents a key growth lever, offering privileged international exposure and reinforced positioning among the leading players in the tourism industry. This status makes it possible to amplify the reach of the destination’s tourism offering in a top-tier global setting, facilitate direct engagement with professionals and strategic source markets, and accelerate opportunities for promotion, investment, and business development. In this context, FITUR becomes a unique showcase to highlight the diversity, richness, and competitiveness of a destination, supported by one of the world’s leading international tourism trade fairs.

In the words of Daniel Martínez, “Over the years, Puerto Rico has known how to turn its presence at FITUR into a clear and coherent calling card: showcasing the diversity of its offering, the richness of its culture, and its ability to integrate innovation, sustainability, and local talent. FITUR 2025, with Puerto Rico, will once again be the great global gathering of tourism, with a Caribbean flavour and its own distinctive voice.”

“We proudly accept this designation, which represents an unprecedented strategic opportunity for Puerto Rico. We continue to move forward in a key stage of international positioning aimed at consolidating our presence in European markets, strengthening high-level institutional alliances, and projecting ourselves as an innovative, competitive tourism destination with a growth-oriented vision. This alliance allows us to amplify the Island’s visibility and reinforce a strong narrative before global audiences,” said Jenniffer González Colón, Governor of Puerto Rico.

For her part, Willianette Robles Cancel, Executive Director of the CTPR, added, “This invitation fills us with great enthusiasm. FITUR 2027 will be a comprehensive showcase to present the very best of Puerto Rico: our culture, hospitality, capacity for innovation, charms and natural attributes, while reaffirming the Island’s potential as a cutting-edge destination.”

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