The Puerto Rico Tourism Company (PRTC) launched the celebration of the International Tourism Month with the presentation of its ‘Quality Service Programme’, which is a key aspect of Executive Director, Ingrid I Rivera Rocafort’s strategic plan for the agency. The programme comprises several elements which make a difference in the reputation of a destination, such as cleanliness, how guests are treated, ability to satisfy guests’ needs and solving unexpected situations.“From day one as Executive Director of the Puerto Rico Tourism Company, I told myself that one of the main pillars of my work here would be enhancing the quality of our service through a programme that would include all of our citizens in order to make a real difference in the experience lived by our guests, and today I can say with great pleasure that this programme is ready for implementation,” said Rivera Rocafort.The Executive Director added, “Puerto Rico has great attributes: spectacular natural landscapes, impressive historical monuments and a rich cultural heritage, but there is no doubt that our best attribute is our people, who are widely known for their warmth and hospitality. Nonetheless, it is necessary to translate this attribute in a more effective manner and with our Quality Service Programme we aim to provide our people better tools in order to take hospitality to the next level and encourage the arrival of more visitors.”To develop the programme, the PRTC team launched a comprehensive research process in order to determine the areas in which to be implemented, in addition to the strategies to be followed to achieve success in this important project. Based on the data collected through interviews, focus groups and research, PRTC’s Quality Service Programme focuses on three main aspects: awareness, training, and recognition.The awareness phase is intended to strengthen the service capabilities at both the internal and external levels. The first step would be to bolster the capabilities of the agency’s team to enhance the quality of the services they provide to clients, partners and guests and at the same time, to serve as spokespeople of the programme amongst citizens. In addition, PRTC is working in partnership with the Department of Education to provide a series of workshops during the 2015-2016 school year, along with a summer camp which educates students interested in working in the tourism industry about the importance of quality service.In order to move the community and the industry towards the goal of enhancing local tourism’s quality service, PRTC has developed a media campaign, which includes press advertisements on radio, TV and social media that will highlight examples of how to be ambassadors of quality service to visitors.The training phase includes initiatives to promote excellence in service and would begin with a series of workshops for employees and management teams of government agencies and would continue with training opportunities for restaurant staff, hotel owners and operators to provide them the tools needed to reach a quality excellence level that will boost new visits in the near future.The third phase augments the importance of recognition and will include the relaunching of PRTC’s Quality Awards with a new logo, new categories and regional awards. PRTC’s personnel will also be recognised in this phase. All these strategies will run under the “It’s Our Time to Shine!” slogan.