Puerto Rico Alternative Tourism Analysis

• Client: Cornell University Center for Global Enterprise
• Partners: U.S. Forest Service
• Project Duration: March 1 - August 31, 2025

Project Overview

The El Yunque National Forest in Puerto Rico is one of the island’s most significant natural assets, offering rich biodiversity, adventure tourism, and cultural experiences. However, while El Yunque is a major attraction, alternative tourism businesses—including ecotourism, adventure travel, agritourism, and cultural heritage experiences—have yet to reach their full potential in contributing to the region’s economic growth.

To support sustainable economic development, Cornell University’s Center for Sustainable Global Enterprise and the U.S. Forest Service have partnered with Solimar International to conduct a market analysis of alternative tourism businesses in the El Yunque region. This study aims to assess the current tourism landscape, identify business opportunities, and develop a roadmap for sustainable and inclusive tourism growth.

Key objectives include:

• Strengthening alternative tourism markets: Identifying business opportunities in adventure tourism, cultural experiences, agritourism, and ecotourism to diversify the visitor economy.
• Enhancing business competitiveness: Assessing supply chain gaps, market demand, and digital marketing strategies to support small and medium-sized enterprises (SMEs).
• Supporting local communities: Ensuring tourism growth benefits local entrepreneurs, community-based organizations, and conservation initiatives.
• Aligning with conservation goals: Promoting sustainable tourism practices that contribute to the long-term protection of El Yunque’s natural and cultural resources.
• Providing actionable recommendations: Delivering practical, data-driven insights that will guide tourism stakeholders in business development, marketing, and public-private partnerships.

Major Activities

Solimar International will implement a three-phase research and analysis process to assess alternative tourism opportunities in El Yunque.

Phase 1: Project Mobilization & Stakeholder Engagement

• Conduct an inception meeting with Cornell University and the U.S. Forest Service to refine project objectives and methodology.
• Establish a Project Steering Committee with representatives from local government, tourism associations, business groups, conservation organizations, and community-based NGOs.
• Develop public communication materials to introduce the project and encourage participation from tourism businesses.
• Design a stakeholder engagement plan to ensure inclusive participation from small businesses, tour operators, and community organizations.

Phase 2: Alternative Tourism Destination Assessment

• Conduct comprehensive research on existing alternative tourism businesses, analyzing market trends, visitor behavior, and economic potential.
• Develop online surveys for business owners, tourism operators, and visitors to capture key insights on tourism supply and demand.
• Create a georeferenced database of all alternative tourism businesses, attractions, and tourism assets in the El Yunque region.
• Benchmark El Yunque’s offerings against comparable destinations in the Caribbean and Latin America, identifying best practices and competitive advantages.
• Conduct a field visit to meet stakeholders, assess tourism infrastructure, and validate findings through workshops and on-site assessments.

Phase 3: Sustainable Tourism Profile & Market Development Roadmap

• Develop a comprehensive regional tourism profile outlining the strengths, challenges, and opportunities for alternative tourism in El Yunque.
• Define target market segments for adventure tourism, cultural experiences, agritourism, and ecotourism, aligning them with local business capacity and visitor preferences.
• Identify supply chain gaps and business development needs, providing recommendations for new product offerings and business clusters.
• Forecast potential visitation trends (2025–2029) and their economic impact on the region.
• Develop a high-level roadmap with actionable recommendations for tourism stakeholders, government agencies, and community organizations to support sustainable business growth.

Anticipated Results

The Alternative Tourism Business Market Analysis will provide a clear, data-driven strategy for growing El Yunque’s alternative tourism sector in a sustainable and inclusive way. Expected outcomes include:

• A detailed analysis of the region’s tourism economy, identifying growth opportunities and challenges.
• A comprehensive business database to support long-term tourism planning and market development.
• Clear product development strategies to help small businesses enhance their offerings and reach new markets.
• A framework for collaboration between businesses, government agencies, and conservation groups to align tourism with environmental and community priorities.
• A roadmap for implementing sustainable tourism initiatives, ensuring economic benefits are shared across communities while preserving El Yunque’s natural and cultural heritage.