Strategic Market & Product Analysis

By: Emily Xin Ramlochun
United States Forest Service Logo

Project: Despite an entry fee which contributes to the total operating revenue, El Portal operates at a deficit annually. The SGE immersion team evaluated how the El Yunque El Portal Visitor Center can meet its revenue goals with strategies that also generate social and environmental value. This includes developing a market analysis informed by other visitor centers and larger visitation trends in Puerto Rico, reviewing constraints related to further tourism growth at El Yunque, analyzing a range of options for generating more value per tourist at El Portal, and identifying tourism products that will best help the Forest Service meet its goals, looking at new concepts in interpretative products for the Center which will appeal to a range of niche markets in Puerto Rico.