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/ Wednesday, July 27, 2022
In fact, Discover Puerto Rico has played a fundamental role in the tourism sector by promoting and attracting tourists to these [LGBTQ+] businesses through promotional tour packages.
LGBTQ+ businesses have a positive impact on PR’s economy
$780 million are estimated to be spent in tourism related activities
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Efraín Montalbán Ríos, The Weekly Journal
rom the shadows to the multiple of colors that identify what some call “pride” and others “community,” is how Joey Colón, executive director and creator of the Puerto Rico LGBTQ+ Chamber of Commerce (LGBTQ+CC), would characterized the transformation thousands of LGBTQ+ businesses have undergone throughout history. According to data provided by the LGBTQ+CC, there are 14,210 businesses in the LGBTQ+ community on the island, with an estimated 30% allied businesses –open to cater to people from this sector– which translates into an estimated economic impact of $780 million, and 6,000 direct jobs for Puerto Rico. Colón argued the LGBTQ+ community has always generated significant revenues for the island, as evidenced by the average profile of the businesses owners. “This economic impact has always existed, but was not openly admitted because usually the community is made up of professionals who prepare themselves, who study, who enterprise and create businesses… that has always happened. But it used to happen in the closet. Now we see what’s happening in front of the world,” said Colón. “The community contributes $780 million every year to the local economy and that’s pretty big.” For Colón, corporations, small businesses, non-profit organizations, restaurants, and bars,
among other businesses, are all part of the island’s inclusive commercial offering. Nevertheless, Colón pointed out this “opening” is due to a generational shift among members of the community. “LGBTQ+ businesses are positioning themselves more openly every day. When compared 10 years ago, these LGBTQ+ businesses experienced a certain discomfort about openly being part of the community. Now we are seeing a change,” he said. Colón explained these businesses do not refuse entrance to heterosexuals, but rather encourage it, as is the case of the businesses operating in Boquerón, Cabo Rojo, on the southwestern coast of the island.
This economic impact has always existed, but was not openly admitted… it used to happen in the closet. Joey Colón, executive director LGBTQ+CC
“LGBTQ+ businesses are already part of the regular economic ecosystem... with a ‘straight’ person being able to go to these businesses. We are seeing it in different tourist destinations. Boquerón’s case is incredible and I would like to see the same happening in all coastal towns, because I think that 90% of the businesses are LGBTQ +,” the activist argued. Colón mentioned that Discover Puerto Rico has played a fundamental role in the tourism sector by promoting and attracting tourists to these businesses through promotional tour packages,
which benefit both the island’s economy and LGBTQ+ businesses. Ricardo Cortés, director of public affairs at Discover Puerto Rico, assured promotion of inclusive destinations on the island has happened organically and he is convinced that tourism from the LGBTQ+ community is on the rise. “This happened in an organic way. This is a very important niche in the industry. I think the visits from the LGBTQ+ community have increased in recent years, precisely because Puerto Rico has been promoted as a destination that welcomes the community,” Cortés said. According to a study by Puerto Rico’s Destination Marketing Organization (DMO), 19% of LGBTQ+ travelers identified Puerto Rico as a welcoming destination for this community. This figure allegedly increased to 41%, as a result of campaigns and initiatives directed at people who belong to the community. Currently, the Puerto Rico LGBTQ+CC is part of the international network of chambers of commerce in the tourism sector, and they will attend the upcoming LGBTQ+ Forum in Las Vegas to attract more business to the island. “Puerto Rico is at the forefront of LGBTQ+ economy in the Caribbean. It is much further ahead than all the Caribbean islands and Central America itself, not including Mexico,” Colón said.
Opportunity for tourism
The International LGBTQ+ Travel Association selected Puerto Rico as the venue for its 2023 Global Convention. The event, which will take place in San Juan, will be the first to be held in the Caribbean since 1985, and will mark the 40th anniversary on the organization. According to data from the Puerto Rico LGBTQ Community Center, this community accounts for 10% of the world’s tourists, and 15% of the spending.
