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Puerto Rico to Begin ‘No Passport, No Drawback’ Tourism Marketing campaign



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Skift Take

The State Division’s passport processing sluggishness amid the American worldwide tourism increase is a chance for Puerto Rico’s vacation spot advertising group.

Puerto Rico is launching a brand new advertising marketing campaign geared toward vacationers who have been pressured to delay or cancel journeys as a result of they couldn’t get their passport in time.


“No Passport, No Drawback” will launch subsequent month and remind People that Puerto Rico is a U.S. territory – no passport required.

“A few third of People didn’t know that Puerto Rico doesn’t require a passport,” stated Leah Chandler, chief advertising officer for Uncover Puerto Rico. 

The marketing campaign comes because the variety of People touring aboard surges. Over 46 million People traveled overseas within the first six months of 2023, up 32% from the identical interval in 2022, in line with the Nationwide Journey and Tourism Workplace.


However the wait time to get a U.S. passport is between 10 and 13 weeks, an instance of the federal authorities “failing” American vacationers, stated U.S. Journey CEO and President Geoff Freeman at Skift International Discussion board.

No Passport, No Drawback will embody a touchdown web page displaying “must-knows” of journey to Puerto Rico and curated itineraries for several types of vacationers, advertising on social media and partnerships with content material creators and airways, considered one of which is Frontier Airways. The marketing campaign can be all earned media. 

Uncover Puerto can even give away just a few free journeys. Vacationers can win by sharing their tales on-line with the hashtag #passportdelay. “Later this fall we’re really going to hunt out individuals who have missed a trip because of not getting their passport in time and we’re going to reward them with a visit to Puerto Rico,” stated Chandler.


Final 12 months, Puerto Rico’s journey and tourism sector generated $8.9 billion in income, up 39% from 2019.

There have been a number of high-profile incidents exhibiting what number of People are unaware Puerto Rico is a part of the mainland, stated Chandler. One viral incident had a Puerto Rican man being denied a pay as you go reservation by Hertz on the U.S. mainland after staff stated his driver’s license wasn’t legitimate.

Puerto Rico’s authorities plans so as to add “Puerto Rico USA” to its driver licenses to stop future incidents.

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