I think Puerto Rico’s tourism industry could learn a lot from Peru

Due to its commonwealth relationship with the United States, Puerto Rico, for better or worse, often resembles the U.S. more than its Latin American peers. 

The issue is that with an entirely different culture, geography, and location, this resemblance frequently results in the impractical execution of policies that affect everything from government decisions to resource management.

The alternative? Latin America. I recently backpacked through Peru’s north coast for a month. It was my first time in the country and my third time in Latin America. While the trip wasn’t one without challenges (food poisoning, losing my passport, or being stranded in the desert, to name a few), I loved every second of my stay.

Beyond the food and tourist attractions, I saw everything Puerto Rico could be if it looked at other Latin American countries as a model. One thing became clear during my trip: Puerto Rico’s tourism could benefit from adopting Peru’s transportation system, strategic and themed tour offers, and person-to-person tourism promotion.

A transportation network is necessary to extend tourism beyond San Juan.

The first thing Puerto Rico should adopt from Peru is its transportation system. I spent a month in Peru, and I marveled at how easy and affordable it was to get around. I only used a private taxi twice.

The transportation network was extensive and included buses, shared cars, vans, and motorcycles that took me everywhere I wanted to go. Despite the variety of methods, transportation wasn’t monopolized.

Instead, it featured multiple bus companies, private drivers, and local transport associations working together to cover all the North Coast’s cities, towns, and regions. As a result, I could reach smaller towns easily—and most importantly, for a cheap fare.

In contrast, Puerto Rico’s transportation system is limited and virtually non-existent. Public transportation buses (AMA) only cover a few cities on the north coast, focusing mainly on the metropolitan region, including cities like Bayamón, Cataño, Carolina, and San Juan. 

Vans (guaguas públicas) run through more towns and cities but have unreliable operating hours.

The train operates in just three cities, with most stops in San Juan. Rideshare services like Uber can take you outside the metropolitan area, but finding a ride back is difficult. Taxis, though technically available everywhere, can be quite expensive.

In short, Puerto Rico’s main way to get around, much like the United States, is driving a car—whether you’re a local or a tourist. This creates a barrier to tourism, as those who don’t want to drive—or can’t afford the expensive taxi fares—tend to stay only in San Juan.

Puerto Rico could benefit from a transportation system similar to Peru’s. It doesn’t have to be fully public or government-led. 

Alternatively, it can combine various transportation methods, companies, and both governmental and private entities. This would decentralize tourism, allowing visitors and locals to explore lesser-known destinations outside San Juan and potentially creating more jobs in smaller towns.

Themed tours are key in a territory with so many attractions.

Another thing I loved about Peru was the variety of themed tours catering to all interests. Depending on where you are, you can find multiple themed day trips and routes.

For example, in the Lambayeque department, you can take coastal day trips that visit multiple beaches or Mochica-themed tours, to learn all about the Indigenous culture through stops at the Royal Tombs of Sipán Museum and the Royal Tombs of Huaca Rajada.

Tour companies combine not only nearby attractions but also culturally or historically related sites, allowing you to pick specific routes depending on your interests—whether that’s history, nature, wildlife, or shopping. Tours depart at different hours too.

In comparison, Puerto Rico’s tour options are often limited to Old San Juan and El Yunque. A quick look at Puerto Rico’s official tourism website reveals that most marketing efforts focus on these areas. 

If Puerto Rico adopts a tour model similar to Peru, it would not only save tourists time but also introduce them to less-crowded, lesser-known destinations.

Rather than exclusively visiting Old San Juan, a tour could offer history enthusiasts stops at multiple of Puerto Rico’s first settlements, like Caparra, Arecibo, and Coamo.

Beach routes could take beach lovers to different coastal regions, offering diverse experiences. For instance, the east coast could include Puerto Rican beaches like Luquillo Beach, Las Picuas, Seven Seas, and Playa La Fanduca, while a northwest tour could feature Jobos Beach, Crashboat, and Playa Peñón Brusi.

The good news is that Puerto Rico is already divided into regions and has several routes, like the Pork Highway and the Longaniza gastronomic routes. It’s simply a matter of tour operators capitalizing on these routes and incorporating new destinations into their offers.

Old-school person-to-person promotion works too.

On that note, another thing Puerto Rico could adopt from Peru is the personal way tours are promoted. In several cities, I found company employees in the plazas handing out pamphlets and attracting tourists who were simply exploring the city center.

This was especially common in larger cities like Trujillo. I even joined one of these tours in Chiclayo, where an employee in the plaza directed me to the main office to pay and join a tour that same day.

I realized how limited Puerto Rico is in promoting tours via online platforms, often relying too much on “previous reservations.” 

Promoting tours in person—early in the mornings at plazas, cruise ports, beaches, and airports—could help attract tourists who don’t have set plans or who aren’t familiar with booking tours online. To make this work, though, tours would need to start later in the day (around 10 or 11 am).

A final word.

Overall, I loved my experience on the north coast of Peru. Not only did I visit unique historical sites and enjoy mesmerizing coastal landscapes, but I also gained perspective on how Puerto Rico could improve its tourism strategies. 

Puerto Rico often follows the U.S. model in its approach, but as a local, I believe Puerto Rico should look to its Latin American peers—and even Europe—for inspiration, implementing new systems and strategies to enhance tourism.

📚 Related Reading: Am I dooming Puerto Rico to overtourism?

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Thank you for reading! If you want to read more about Puerto Rico’s travel industry, read my article about what I learned about Puerto Rico from studying to be a tour guide.