The challenge was to persuade Puerto Ricans to choose their own island for summer vacations over international travel. The creative idea transformed Puerto Rico into an enticing local travel destination by introducing a "local airline," complete with a tour guide flight attendant and an innovative tourism passport. To explore all 78 municipalities, participants collected unique stamps, encouraging local tourism and fostering a sense of adventure within their own country.
Una Isla 78 Destinos
The first-ever local tourism passport!
Client
- Voy Turisteando & Compañía de Turismo de Puerto Rico
Office
- Puerto Rico
We want our people to enjoy and vacation on our island, that is why one island, 78 destinations, was created. We want people to know each tourist attraction in our towns, highlighting those that are not so well known.
Yashi Ruiz
Porta Caribe General Director, Compañía de Turismo de Puerto Rico
Convince Puerto Ricans to spend their summer vacations in their island instead of flying out of the country.
We turned Puerto Rico into a travel destination for locals.
We created a travel experience that included a “local airline”, a flight attendant as tour guide and a first-ever local tourism passport. People had to travel around the Island to collect unique stamps at all 78 municipalities.
- 1 MILLION+ passports distributed
- 18MM+ stamps collected
- +72% hotel occupation vs 2020
- 298K local tourists
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