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Pesquera To Distribute Equal Advertising To Leisure, Corporate, And Group Markets


January 11, 2001
Copyright © 2001 CARIBBEAN BUSINESS. All Rights Reserved.

To make sure Puerto Rico’s tourism product expands, Jorge Pesquera, newly appointed executive director of the Tourism Co., plans to distribute equal advertising efforts to the island’s three strong markets–leisure, corporate, and groups and conventions.

And not just sell the island as a sun, sand, and sea destination.

This effort to sell the island as an ideal group and convention business destination was started late last year by both the Tourism Co. and Puerto Rico Convention Bureau, which were working hand-in-hand, for the first time, to promote and sell the new convention center in Isla Grande that is scheduled to open in 2003.

Prior to his appointment at the Tourism Co., Pesquera held the position of executive director of the Convention Bureau for eight years.

"There is an opportunity to apply better marketing practices and develop a new and improved product over what already exists in other destinations," said Pesquera at a recent press conference held at the Bankers Club in Hato Rey, where Gov. Sila Maria Calderon announced his appointment.

Another of Pesquera’s goals is to continue working closely with members of the private sector who have an important role in the hospitality industry.

Ana Maria Viscasillas, vice president of business development at the Bureau, said Pesquera hasn’t been able to publicly express his ideas and visions about the island’s tourism industry yet because he has been busy assessing all the different departments of the Tourism Co. in order to get a better picture of what he needs to improve things.

It is still undetermined who will replace Pesquera at the Convention Bureau office in Old San Juan. At the moment, Viscasillas is the acting executive director at the Bureau.

"Right now, the two vice presidents of the Bureau are spearheading the efforts," Viscasillas said. "We are supporting Jorge in this exciting new chapter of his career, but the Bureau continues with its business as usual."

This Caribbean Business article appears courtesy of Casiano Communications.
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