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New executive director & CEO appointed at PRHTA

Clarisa Jiménez talks about her agenda and the task ahead


April 28, 2005
Copyright © 2005 CARIBBEAN BUSINESS. All Rights Reserved.

Clarisa Jiménez is the new executive director & CEO of the Puerto Rico Hotel & Tourism Association (PRHTA). In a presentation featuring Jiménez and Alain Tiphaine, president of the PRHTA, she talked about the task ahead and the many challenges facing the association.

Jiménez isn’t a new face in Puerto Rico’s tourism industry. In fact, she has been working in the industry for over 22 years. A seasoned tourism professional, Jiménez has developed a profound knowledge of trade and consumer dynamics in hotel, airline, ground transportation, and promotional components of the industry.

Her professional career spans over two decades and includes a wide-range of experience at the Puerto Rico Tourism Co., where she was responsible for the revamping of the organization’s marketing initiatives. Most recently, Jiménez was president of Hospitality Marketing & Solutions Inc., a consulting firm specializing in tourism marketing. Until her appointment, Jiménez served as the chairperson of PRHTA’s marketing committee.

"With her experience and solid background in tourism marketing, government policy, and administration, we are confident Clarisa will help us take PRHTA to the next level," said Tiphaine, president of the board of directors of PRHTA.

On April 1, the PRHTA’s board of directors announced the appointment of Jiménez as executive director & CEO of the association. She replaces Erin Benítez, who left her post March 17.

"I am a firm believer in the potential of the tourism industry to become a much stronger contributor to our island’s economy and the ability of PRHTA and its members to become greater catalyst in reaching that goal" Jiménez said after accepting her appointment.

"The PRHTA is dedicated to promoting, protecting, and informing the island’s hospitality industry," said Jiménez. The PRHTA represents the shared interest of its over 500 corporate members, including hotels, restaurants, tour companies, suppliers of hospitality goods and services, airlines, cruise lines, and educational institutions. In her new position, Jiménez will oversee all activities and promote a culture of service.

"Tourism is not only for tourists. It extends to different areas of the economy, from local laundry services, to nanny services, to taxi drivers. We are unaware of the impact tourism can have on the local economy," Jiménez added. Whereas the production and manufacturing of goods has always been emphasized, the culture of service needs to regain value.

"Machinery and computers will never replace job opportunities for people in the tourism industry. We need people, this is an industry of humans, not machinery. There is an opportunity for everyone in the hotel and tourism industry, not only for those with higher education, but for anyone willing to work. Human warmth and their work will never be replaced in the tourism industry," she stressed.

This Caribbean Business article appears courtesy of Casiano Communications.
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