Puerto Rico, next partner country for FITUR 2027
The announcement of the collaboration agreement between IFEMA MADRID and the Government of Puerto Rico was made at the country’s stand during the International Tourism Fair.
Puerto Rico will take centre stage at the International Tourism Fair in 2027 as Partner Country, as announced today at the country’s stand by Daniel Martínez, Executive Vice President of IFEMA MADRID, and Jennifer González Colón, Governor of Puerto Rico. The announcement was also attended by 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, IFEMA MADRID’s Managing Director of Trade Fair and Congress Business, and María Valcarce, Director of FITUR.
The collaboration agreement under which Puerto Rico will serve as FITUR 2027 Partner Country during the 47th edition of the International Tourism Fair offers the island a strategic opportunity to strengthen its international visibility, boost promotion of its tourism offering and consolidate its global positioning. The announcement comes after a record‑breaking 2025, with more than 6.8 million arrivals at Luis Muñoz Marín International Airport — a 3% increase compared with 2024, according to Discover Puerto Rico.
Puerto Rico’s designation as FITUR 2027 Partner Country represents a powerful driver of growth, granting the island exceptional international visibility and a strengthened position among key players in the global tourism industry. This status develops the reach of its tourism offering on a world‑class stage, facilitates direct engagement with professionals and strategic markets, and accelerates opportunities for promotion, investment and business development. Within this framework, FITUR becomes a unique showcase for highlighting the diversity, richness and competitiveness of a destination, backed by the world’s leading international tourism fair.
In the words of Daniel Martínez, “over the years, Puerto Rico has turned its presence at FITUR into a clear and consistent calling card: showcasing the diversity of its offering, the richness of its culture, and its ability to blend innovation, sustainability and local talent. FITUR 2025, with Puerto Rico at its side, will once again be the great global meeting point for tourism — with Caribbean flair and a character all of its own.”
“We proudly accept this designation, which represents an unprecedented strategic opportunity for Puerto Rico. We continue to move forward in a key phase of international positioning aimed at strengthening our presence in European markets, reinforcing high‑level institutional partnerships, and projecting ourselves as an innovative, competitive destination with a clear vision for growth. This alliance allows us to amplify the Island’s visibility and reinforce a strong narrative before global audiences,” stated Jenniffer González Colón, Governor of Puerto Rico.
Willianette Robles Cancel, Executive Director of the Puerto Rico Tourism Company, 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, natural beauty and unique attributes, while reaffirming the Island’s potential as a cutting‑edge destination.”