#CoverTheProgress
With no
paid advertising,
#CoverTheProgress
delivered over
14.5 billion media
impressions.”
MICE business. In the first 11 months
of 2019, we received more leads and
booked more business events than any
of the previous five years.”
It has been a dramatic turnaround
for an island which counts tourism as
one of its major industries: prior to
Hurricane Maria, 83,000 jobs on the
island were in the tourism sector. That
figure is back on the rise again after a
sharp decline, with leisure and
hospitality employment increasing by
5.6% between July 2018 and September
2019.
Juan is preparing to celebrate its 500th
anniversary. El Yunque, the only
rainforest in the US Forest System,
and all three bioluminescent bays, are
open to visitors. We are excited about
the future, as we believe the best days
of Puerto Rico lie before us.”
#CoverTheProgress is a fascinating
example of how a destination can
change its fortunes with the use of
some creative storytelling. Too often,
reports in the media devolve into
environmental fatalism which suggests
we are powerless to change anything,
or get stuck in a morbid fascination
with death tolls and hurricane
categories.
While it is important to recognise
the damage done, it is arguably more
important to give exposure to the
people who are forging a path forwards
and rebuilding. When talking about a
topic as urgent as climate change, the
best way to inspire action is with a
carrot, not a stick.
As the MICE industry moves into
the New Year, we would also do well to
remember that #CoverTheProgress
struck a chord because its story was
specific. Greenwashing – the process of
spreading vague platitudes about
sustainability for the sake of good PR,
will get us nowhere.
The way you choose to tell the
sustainable story of your business or
destination can make a difference in
2020. We look forward to hearing it.
Above:
Photography by
Marianne Van
Wagner
Below: The island
municipality of
Culebra
The power of storytelling
The forecast looks clear for Puerto
Rico’s future. New hotels are planned,
and several refurbished hotels will
reopen in 2020, including the Ritz
Carlton San Juan and the El
Conquistador. El Distrito, a
multi-purpose entertainment district
featuring shopping, hotels, and event
spaces, is also set to open in San Juan
next year.
The island’s latest campaign is a
forward-facing one, too. ‘Have we met
yet?’ is focused on promoting Puerto
Rico’s image as a ‘friendly neighbour’,
particularly for incentive and leisure
travellers in North America. Dean
says: “In 2020, the historic city of San
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