The hotels owned by the American billionaire will offer events and special rates to welcome Puerto Ricans from the diaspora visiting the island this summer.
Paulson Puerto Rico has joined the Junte Boricua initiative through an agreement aimed at enhancing the experience of thousands of Puerto Ricans from the diaspora who will be visiting the island between May and August of this year.
Their plans include activating employees in their three hotels: Vanderbilt, La Concha, and Condado Ocean Club, where they will hold a series of cultural activities such as parrandas (festive music gatherings) and campechadas (cultural festivals), to make Puerto Ricans visiting feel like they’ve come home.
According to Paulson Puerto Rico President, Rolando Padua, “The Junte Boricua initiative aligns perfectly with the company’s philosophy since its inception 11 years ago.”
“Our primary investment in Puerto Rico, which has been the largest contribution in our portfolio, is in the tourism sector, with the acquisition of the St. Regis Bahía Beach Resort first, and then the Vanderbilt, La Concha, and finally, the Condado Ocean Club, in addition to all the restaurant concepts we have brought to the island,” he recalled.
“Attracting more tourism to the island is essential, but connecting the Puerto Rican diaspora to our offerings was key. That’s why we decided to be part of the initiative,” he emphasized.
Connecting Generations of Puerto Ricans Through Tourism
Considering the importance of connecting with generations of Puerto Ricans born in the U.S. and other parts of the world, Padua highlighted the need to present the island as a unique tourist destination that competes with the best offerings worldwide.
“The significance of Junte Boricua lies in connecting Puerto Rico’s offerings and roots with the diaspora, particularly the second and third generations of Puerto Ricans who, although not born in Puerto Rico, feel as Puerto Rican as those born on the island,” he explained.
However, he pointed out that, “despite their love and sentiment for Puerto Rico, they don’t necessarily see it as a tourist destination because we compete with a wide variety of global options.”
“There’s great potential for this Puerto Rican tourist or someone who wasn’t born in Puerto Rico but feels Puerto Rican, to increase their visits during this time. The focus of Junte Boricua is particularly important during these months, which coincides with Puerto Rico’s low tourist season,” Padua stressed.
That’s why he urged people who feel Puerto Rican to “come, support, and rediscover Puerto Rico during this season when the island needs it the most.”
Paulson Puerto Rico’s strategies for Junte Boricua include developing an online portal to promote experiences at their hotels, along with discounted stay rates.
“We launched a portal that integrates our three Condado properties, offering preferential rates for visitors to the island. We are joining other sectors in creating these experiences, and our hotels are part of that invitation to promote the island as a destination,” he explained.
“Our goal is to make stays more attractive, even though we already offer extremely aggressive discounts during this season. We are adding an extra discount for program participants to make it even more appealing,” he added.
“This includes the Vanderbilt Hotel, La Concha, and Condado Ocean Club, the latter being an adults-only concept that we want to highlight as part of Puerto Rico’s diverse offerings for families, adults, and the restaurants within these hotels,” he elaborated.
Staying at a Place with History
Padua also highlighted the historical roots of their hotel properties.
“Our properties have historical roots, and as part of our operation, we embrace and respect Puerto Rican culture. The Vanderbilt Hotel has so much history, and we incorporate those important aspects into the concept, making it part of our Puerto Rican identity,” he said.
“The same goes for La Concha, which is a historic building and one of the island’s most iconic hotels. We embrace those roots and elements of Puerto Rican heritage, which makes it extremely attractive to the audience we’re trying to reach,” he added.
Finally, he invited Puerto Ricans from the diaspora to participate in Junte Boricua, especially through the experiences they will implement at their hotels, including parrandas and campechadas.
“Our intention is to invest in things that benefit Puerto Rico, help our industry grow, and create a more diverse destination. We welcome the Puerto Rican diaspora to visit this year and make it a tradition for Puerto Ricans living around the world to see Puerto Rico as a year-round destination, not just a place to visit family or come for the holidays,” he concluded.
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