TOURISTS ARE EVERYONE’S RESPONSIBILITY

Every year that goes by adds increasing challenges to our competitiveness as a tourist destination. Over its past conventions, PRHTA has emphasized the need to continue improving the knowledge and skills of those professionals whose first duty is to serve Puerto Rico’s visitors. In 2006, the motto of the convention was “Evolution: Moving to the Future;” in 2007 it was “Teamwork Makes it Happen” and in last September 2008, we celebrated the last convention by “Striving for Excellence.”

PRHTA’s campaign, “El Turista: Compromiso de Todos” (“Tourists Are Everyone’s Responsibility”), is the culmination of initiatives past, present and future. Given the fierce competition of other destinations and the unprecedented global economic crisis, our challenges only keep growing; this campaign is directed toward all local audiences and the public at large.

The logo of this campaign highlights a palm tree whose leaves are actually hands; its purpose is to stress the integration of all those who work in the tourism industry as well as the general public. The campaign has several objectives:

• To highlight the importance of the tourism industry in the development of Puerto Rico
• To emphasize the magnitude of service as a fundamental and indispensable aspect in light of global competition
• To recognize and encourage the need to continue working in the education and professionalization of people involved in the tourism industry
• To play up the importance of tending to tourists with all available tools and to promote among hotel workers a sense of constant positivism
• To develop a sense of relevance and importance among all peoples— now more than ever— as to the urgent need of each person contributing to the satisfaction of Puerto Rico’s visitors
• To strengthen the image of PRHTA as a leading industry organization
• Individual personality: to dissipate confusion regarding those events sponsored by PRHTA
• Recognition among PRHTA members that they are part of an active organization that looks out for their interests despite the hard times they are facing

The launch of the “El Turista: Compromiso de Todos” campaign took place during the November 13, 2008 PRHTA Luncheon, with the presence of tourism students and hotel employees. Subsequently, PRHTA’s leadership has visited hotels and educational institutions, as well as radio and television stations, in order to continue promoting this campaign and have it reach the public at large.