Formalized at a press conference on Oct. 23 at El Museo del Barrio in Manhattan, the new one-year city-to-island alliance includes a collaboration agreement between Puerto Rico and New York City; the exchange of marketing assets to boost reciprocal travel; the sharing of best practices in tourism marketing and management, and the continued support of Puerto Rico’s ongoing recovery following Hurricane Maria. 

NYC & Company Board of Directors Vice Chairman Charles Flateman and Discover Puerto Rico CEO Brad Dean signed the new agreement at the event, which was hosted by Lin-Manuel Miranda of “Hamilton” fame.   

“As Puerto Rico continues its recovery, NYC & Company is pleased to do its part to further encourage visitation from New York City to Puerto Rico,” Flateman said.

He continued, “Now more than ever, we need to support and celebrate the island while also creating economic impact for the destination. We are honored to work alongside Discover Puerto Rico to communicate that it’s open for business and welcoming travelers.” 

According to NYC & Company President and CEO Fred Dixon, there couldn’t be a better time for the new alliance.

“We are proud to partner with Discover Puerto Rico to encourage and welcome visitation to the island,” Dixon said. “New York City and Puerto Rico share a diverse culture and vibrancy that cultivates a unique affinity between the two destinations.” 

He added, “This first-ever city-to-island partnership is a remarkable representation of the unity between New York City and Puerto Rico, and we look forward to a productive year ahead.” 

Dean said he believes the unprecedented partnership with NYC & Company will help take Discover Puerto Rico’s strategic tourism efforts to the next level.

“We are working aggressively to elevate Puerto Rico’s brand and make it visible to the world as a premier travel destination,” Dean explained. “Puerto Rico is open for business and eager to share its rich and diverse culture with visitors.”

He continued, “Our entire Island is brimming with festivals, events, attractions and natural beauty that are waiting to be discovered this holiday season. Puerto Rico is ready to celebrate.”

The city-to-island partnership includes a swap of marketing and advertising assets, which are valued at $300,800. 

Beginning Nov. 19, New York City campaign advertisements will be featured on select billboards throughout San Juan, Puerto Rico for three months, while Puerto Rico advertisements will appear on bus stop shelters and LinkNYC screens across New York City’s five boroughs through Jan. 13. 

“This partnership is deeply personal for me as it formally bridges two of the most fundamental parts of my identity,” said Lin-Manuel Miranda. 

He continued, “As a first-generation New Yorker with parents from Puerto Rico and family on the island, I’ve always felt a special connection not only to my life in upper Manhattan but with my roots and summers spent in Vega Alta, Puerto Rico. I do not exist without both or either. (This) public commitment and bond between these two places that I hold so dear could not be more meaningful.”