Discover Puerto Rico Becomes Marketer-For-Hire to Others

When Covid hit and destination marketing organizations saw their budgets tumble overnight, they were faced with a major funding and existential crisis. Skift has since covered the multiple ways in which tourism marketing offices have reimagined their roles and how they've sought to create new income streams. Ideas were floated then that in the distant future, to diversify revenue, the DMO could morph into a full service agency of sorts, providing creative services and branding to outside businesses and organizations, whether in tourism or in other industries. Now just over a year later, that future creative agency role for DMOs appears to have arrived sooner than anyone predicted. Discover Puerto Rico, the island’s private and non profit destination marketing organization, announced this month that is opening up its creative studio services for sale to third-party brands, businesses and organizations. “Our goal is to diversify revenue, while at the same time, elevating