ORGANIZATION ASSESSMENTS

Background

Over the years, there have been a multitude of organizations involved in the marketing and promotion of the island of Puerto Rico. Facing new challenges and opportunities, the government decided to assess governance and management competencies to ensure mandates and skill sets aligned with their strategic priorities.

Approach

We conducted a global assessment of destination marketing and management organizations to identify best practices and strategies in the industry. When then assessed the visitor economy in Puerto Rico and identified an organizational model that would best meet the needs of government, the private sector and the local community.

Results

On July 1, 2018, Discover Puerto Rico was launched. This new, dynamic organization is charged with the marketing and promotion of the island, with a new vision to “become a transformational, results-oriented and innovative Destination Marketing Organization, powering sustainable economic growth.” MMGY NextFactor was subsequently engaged to develop the organization’s first strategic plan, business plan and marketing plan.