Revenge travel is so last year. In its place, 40% of travelers will hit the road in 2024 to learn about different cultures and immerse themselves in unique destinations. For 2024, cultural travel is very much in fashion.
According to Hilton’s 2024 Trends Report, this is especially true among younger vacationers, with 42% of Gen Z travelers and 44% of millennial travelers making cultural exploration a top travel priority.
It’s transforming tourism in Puerto Rico, a no-passport-required destination for American travelers looking for a cultural experience along with their beach escape. San Juan’s historic charm, burgeoning culinary and craft cocktail scene, and increasingly diverse range of hotels find the city’s unique character to be its ultimate selling point, drawing record numbers of visitors.
A New Island
Puerto Rico is hot right now, and it shows. In its year-end tourism review, marketing organization Discover Puerto Rico reports a record number of arrivals to the Caribbean island, an 18.6% increase from 2023. Puerto Rico tourism generated a record-breaking $9.8 billion, 13% more than last year.
Part of its growth comes from branding, which expands the island’s global image beyond its white-sand shores. Discover Puerto Rico’s “Live Boricua” campaign focuses on cultural riches, showing the island to be far more than just a beach destination. Its “No Passport, No Problem” initiative increased Americans’ awareness of Puerto Rican excursions.
Reggaeton and other Latin music genre’s recent meteoric rise to popularity spotlights Puerto Rican artists, including Bad Bunny’s genre-bending tunes. Global attention on the arts draws visitors to the island — even non-Spanish speakers.
The diverse offerings of “La Isla del Encanto,” or “the Island of Enchantment,” puts them at the crux of some of the biggest travel trends, propelling massive travel growth that shows no signs of slowing down.
Meet Hotel Rumbao
Tourism’s transformational qualities are palpable beyond recent statistics as accommodations, tour providers, and airlines rush to meet rising demand.
A reborn Hotel Rumbao, a Tribute Portfolio Hotel debuted this spring as the “Key to Old San Juan” and the richness of one of the island’s most historically and culturally intriguing destinations.
The reimagined hotel in San Juan — formerly the Sheraton Old San Juan — emerges following top-to-toe renovations that spotlight what Puerto Rico’s newest guests come for: authenticity, history, and culture. “We’ve seen an increased demand for more of the locally-connected experience, which we believe Hotel Rumbao is now better able to respond to,” says Armando Emanuelli, Director of Sales & Marketing at Hotel Rumbao.
Hotel Rumbao sits at the entrance of an Old San Juan neighborhood, where visitors won’t have to worry about parties keeping them up all night. The tranquil waterfront resort overlooks cruise ships, ports, new shopping centers, and tranquil promenades.
Mere steps away, Spanish colonial fortresses, cobblestone streets, and colorful facades of age-old mansions unfold the island’s history for visitors.
New, modern finishes and culture-inspired design replace the hotel’s former cookie-cutter décor. Calming colors throughout the 245-room property combine with tasteful pops of Caribbean-inspired color in bespoke furnishings and local art. Thoughtful culturally-inspired design elevates the hotel experience; even special handmade signs hang on every door, asking housekeeping to return later: “Not now, I was rumbeando,” they read.
These choices are just one of many masterfully curated splashes of local spirit that contribute to a one-of-a-kind experience. Emanuelli says it’s part of the hotel’s “total transformation that visitors have really responded to.”
The hotel’s rooftop pool deck reminds visitors that they’re on a Caribbean island. Expansive sunset views are ethereal backdrops to lazy poolside afternoons. The Puerto Rican sky’s stunning shades of pink and orange hang like paintings above the island’s historic center and the famed Bacardí rum factory just beyond.
Culinary Curiosity
But what else does cultural exploration look like as Puerto Rico reimagines what it can be for visitors? For many travelers, it’s delighting in new flavors that can’t be found at home. “There is no doubt that a great culinary experience can make the stay,” says Adam Crocini, Senior Vice President and Global Head of Food and Beverage Brands at Hilton.
Recent findings from hospitality giant Hilton show that 86% of travelers want to eat local and regional cuisine when traveling, while 82% report that having a good restaurant near their hotel is a priority.
Hotel Rumbao does that, and then some. The property’s new Rumbao Market Cafe & Lounge boasts barista-prepared drinks and grab-and-go options in a slick space made for coffee breaks and coworking.
However, the real show is upstairs at the hotel’s signature Kueros Island Bar & Kitchen by Chef Israel Rodriguez. Here, an eclectic mix of divine, locally-inspired dishes transports guests on a culinary journey through Puerto Rico.
It’s an exciting part of a broader culinary and craft cocktail boom in Puerto Rico, centered on the island’s capital, San Juan. Offerings range from fine dining at Michelin-starred chef Juan José Cuevas’ 1919 Restaurant within the Condado Vanderbilt Hotel to street food favorites like bacalaitos and alcapurrias.
Cocktails, too; beloved Old San Juan haunt La Factoría has held the title of the region’s best bar for several years, even scoring the #18 spot among the 50 Best Bars in North America.
Betting Beyond the Beaches
Increasing interest in cultural exploration is just one facet propelling Puerto Rico’s transformational travel boom. The island’s beach destinations and luxurious resorts have long been its bread and butter. However, Puerto Rico’s growing diverse travel opportunities and simplified access for American travelers put the country in a unique position to continue to attract new visitors. “We’re booked solid every single weekend for the foreseeable future, even just a handful of weeks after opening,” says Emanuelli.
