For many years, UK visitors have caught only the briefest glimpse of Puerto Rico, almost in passing. After a quick snapshot view from an excursion, they would jump on to a cruise ship to head for other Caribbean destinations.
But while the Puerto Rico Tourism Company fully recognises the importance of the British cruise market, it is now hoping to tempt visitors from the UK to choose the destination for longer stays. Consumer advertising is planned for the new year, with a fleet of branded London taxis just the first part of the campaign.
Puerto Rico is part of the US, and American visitors have long enjoyed the destination. Puerto Rico Tourism company director for Europe Marimar Lidin believes that this mix of American standards and Spanish Caribbean spirit will prove attractive to the UK market too.
He says: “We are Latino at heart, but with US standards of infrastructure and healthcare. We speak English too, so UK visitors can feel confident they will be understood.”
Lidin feels that Puerto Rico has something new to offer the UK market in the Caribbean. “Puerto Rico isn’t an all-inclusive destination. It’s perfect for travellers looking to combine sand and sea with a flydrive – there is so much to do, and it’s so easy and safe to do it. The roads are good, and attractions are as well-planned and family-friendly as those in the US, but with an additional Caribbean flavour.
“And because Puerto Ricans have a very high standard of living there isn’t the economic gap between tourists and locals. When visitors go out shopping, dining or dancing they’ll meet Puerto Ricans doing the same thing. Their interaction won’t be limited to the locals who are serving them.”
The lack of a direct flight from the UK has been a substantial stumbling block in this process.
This has now been remedied – during the winter at least – by the introduction of a weekly flight by Virgin Atlantic. From November 7 to April 24, a Boeing 747-400 will take off from Gatwick at 9.25am, arriving into San Juan at 4.05pm the same day. Return flights leave Puerto Rico on Saturdays at 4.05pm, arriving back in Blighty at 8.35am on Sundays.
Operators are getting in on the action too. In February, Caribbean specialist Hola Caribe will start offering tailor-made trips using Iberia’s regular services through Madrid, backed up by Delta’s daily flights where necessary.
Iberia flights leave Heathrow at 7.25am and, after changing at Madrid, arrive in San Juan at 5.20pm. On Delta flights, clients leave Gatwick at 9.15am and, after changing in Atlanta, arrive at 9.54pm.
The operator, part of the Gazelle Travel Group, has 80% of the salsa holiday market in the UK, and will run salsa holidays in Puerto Rico in association with Cubacheche.
Hola Caribe is also the first operator in the UK to offer Puerto Rico as a stand-alone destination, instead of as a cruise add-on.
“The island offers beautiful beaches and rainforests, culture, and diving,” says Hola Caribe southern manager for the UK Ray Dhir.
“The comfort of the US influence is also valuable. You find people sometimes complain about the food in the Spanish Caribbean, but in Puerto Rico everything is done to US standards.”
