Key Takeaways
- After years of adjustment in the global convention industry, Puerto Rico is send
- Global Convention Destinations Enter "Phase Two" Competition
- Puerto Rico's Path is Clear
- Significance for Exhibiting Enterprises
Global Convention Destinations Enter "Phase Two" Competition
After years of adjustment in the global convention industry, Puerto Rico is sending a clear signal: destination cities are redefining the competitiveness of "convention destinations" with higher infrastructure standards, cultural appeal, and sustainable concepts.
A TSNN interview reported on the vision of Jorge L. Pérez, the new CEO of Discover Puerto Rico. Pérez, who previously managed Puerto Rico's convention center complex and multiple large entertainment venues (including Puerto Rico Convention Center, Coca-Cola Music Hall, Coliseo de Puerto Rico, etc.), reflects the deep transformation that global destination management organizations (DMOs) are experiencing.
The view from the Fairmont El San Juan Hotel in Puerto Rico, which is hosting several industry events in 2026. Photo: Courtesy of Discover Puerto Rico
Puerto Rico's Path is Clear
Global convention destination competition has entered "Phase Two" - transitioning from recovery to reshaping. Infrastructure upgrades, brand storytelling, and cultural experiences have become new pillars of urban competitiveness.
Puerto Rico's path is clear: rebuilding confidence through hardware investment, with new hotels and convention area expansions (Four Seasons, Hilton Duo, Ritz-Carlton San Juan, etc.) restructuring regional hospitality capacity; creating differentiation through cultural drivers, advocating the "Live Boricua" lifestyle experience, enabling authentic connections between business activities and local culture; building long-term appeal through sustainable concepts, with "The Green Path" project encouraging visitors to become responsible travelers, integrating ESG principles into the meetings and tourism industry chain.
This series of actions indicates that over the next decade, destination competition will no longer focus on "venue capacity" but extend to contests of **"experience value" and "social impact"**.
Significance for Exhibiting Enterprises
For exhibiting enterprises, the significance of this trend is very clear. When choosing international exhibitions, destination conditions are becoming important factors determining exhibition effectiveness. Puerto Rico's case provides three insights:
First is experience efficiency. As a U.S. territory, Puerto Rico requires no visas, has no exchange rate risk, and English is widely spoken, making such convenient destinations ideal choices for mid-sized conferences and multinational corporate annual meetings.
Second is policy incentives. Discover Puerto Rico's conference reward program ($20 cashback per room night) marks destination marketing entering the "collaborative growth" era. More cities may attract international exhibitions through incentive mechanisms in the future.
Finally is composite scenarios. Through the "Convention Center + Resort + Entertainment District" model, enterprises can complete exhibitions, meetings, client relationships, and experience activities in one-stop spaces, significantly improving ROI.
The Puerto Rico Convention Center offers 600,000 square feet of venue space. Photo: Courtesy of Discover Puerto Rico
Rewriting the Relationship Between Exhibitions and Destinations
In the new global context, the logic of enterprise exhibition selection is transforming from "where to exhibit" to "in what urban scenarios to showcase brands."
From StarRise Expo's perspective, the relationship between exhibitions and destinations is being completely rewritten. Cities are no longer just backgrounds for exhibitions but become part of brand experiences. For enterprises hoping to expand into international markets, choosing a convention city with international connectivity, cultural depth, and sustainable strategy will directly determine brand performance on the global stage.
In the "post-pandemic + digital + ESG" era, exhibition competition has shifted from venue facilities to city stories. Brands that understand how to leverage destinations will win more lasting market attention.
A New Narrative for the Convention Industry is Forming
From Puerto Rico to the world, we are seeing a new narrative for the convention industry forming. It is not just an aggregation of business activities but a recreation of cultural transmission and social value. As destinations redefine themselves through innovation, responsibility, and experience, the global convention industry is moving toward a more open, integrated, and diverse era.
StarRise Expo will continue to monitor the evolution of the global convention industry and help clients use design, content, and internationalization strategies to make brands visible to the world in different urban contexts.
About Starrise Expo
StarRise Expo specializes in international exhibition design, construction, and brand overseas consulting services, long serving power energy, industrial equipment, new materials, and manufacturing technology fields. With international vision and implementation experience, we provide enterprises with full-process services from exhibition selection and space design to global execution, making Chinese brands more influential on the world stage.
Reference Sources
Original: Matt Swenson, "6 Questions with Discover Puerto Rico's New CEO, Jorge L. Pérez", published in TSNN, October 28, 2025.
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