Puerto Rican revival: the island has embarked on a series of tourism initiatives. (Caribbean & Bahamas).

Travel Agent, May, 2003 by Dinnigan, Lizz

Jose Suarez was appointed executive director of the Puerto Rico Tourism Co. (PRTC) last December, but nobody can accuse him of lacking an ambitious agenda. In the short time he has been onboard, he has established short-term and long-term programs designed to "allow Puerto Rico to increase its tourism market dominance in the Caribbean."

Says Suarez: "We have incorporated into our strategic five-year plan a new vision for Puerto Rico's tourism industry. Our goal is to achieve a 20 percent marketshare of international visitors by 2020." He adds that a crucial element of the plan was the execution of the Tourism & Transportation Forum in April 2002, when 200 worldwide tourism industry leaders came together to assist Puerto Rico with its tourism objectives. "We...