In December 2008, just two months into a six-month tour guide training program and fresh from my Tourism Bachelor’s degree, Mr. Victor “Papo” Rivera gave me news that would change my life: “I booked you a tour.” Panic set in. Despite my studies, I felt utterly unprepared. Over the next few days, Papo reassured me, expressing a confidence I didn’t yet possess. Trusting his judgment, I decided to embrace the opportunity.
Arriving at the Old San Juan Piers to meet my very first clients, the reality hit me: “How am I going to talk for two hours straight?” My 21-year-old heart raced. Nerves make me smile and joke, so I plastered on my biggest grin and launched into historical anecdotes. Instead of the scheduled two hours, I talked for three! The delightful couple seemed to enjoy themselves immensely. They even invited me to dinner at a lovely city restaurant and jokingly suggested I join their cruise permanently. It was in that moment, amidst the laughter and shared stories, that my love for tourism was reignited with a powerful force.
The following years saw me embrace the life of a full-time freelance guide. It was an incredibly fulfilling period. As a natural extrovert, interacting with people energizes me. Even on days when my usual enthusiasm waned, the moment I began engaging with my clients, my energy levels soared. It was the human connection that fueled my passion for showing people the beauty and history of Puerto Rico.
Being a freelance tour guide in Puerto Rico meant building a reputation from scratch. We are typically contracted by Destination Management Companies, international and local Tour Operators, and occasionally by clients directly. Your reputation and service quality are everything. A single negative experience could cost you contracts, and failure wasn’t an option. My freelance journey began with significant challenges. I had no savings (a mistake I strongly advise against!), an 18-month-old child, mounting bills, and a burning desire to succeed. Initially, I worked just two days a week, accepting any contract offered. However, by the end of 2015, my hard work paid off. I had the luxury of choosing my clients, my days, and the type of tours I wanted to lead. I truly loved my job and the independence it offered as a Puerto Rico Tour Guide.
My path took an unexpected turn when I decided to leave it all behind and move to Boston to pursue a Master’s Degree. This decision was driven by the constant injustices faced by my colleagues in the tourism industry. I grew weary of witnessing a system that devalued the very people who represented Puerto Rico, pouring their heart and soul into their work. I realized I needed to learn “the language of policymakers” to advocate effectively for change. My goal became to influence, reshape, and consult on policies that would be pro-worker, favoring those who make a living showcasing Puerto Rico and ensuring they become valued stakeholders in the management of our tourism assets.
Tour guides are a powerful force that is consistently underestimated. Freelance guides bring significant income from outside the island, directly injecting money into the local economy. Empowering more guides with access to disposable income and benefits would provide a substantial economic boost that Puerto Rico desperately needs. This potential remains a “sleeping giant” in the eyes of policymakers. Illustrating this lack of recognition, the tour guide license law in Puerto Rico languished in bureaucratic limbo for over a decade, awaiting crucial revisions.
Finally, in 2014, the Puerto Rico Tourism Company (PRTC) implemented regulations and licensing for tour guides. While the concept of regulation was positive in principle, the guides themselves were excluded from the process. They had no voice in determining who, what, and why they should be regulated, rendering the efforts superficial and disconnected from the realities on the ground. Puerto Rico is fortunate to have numerous tourism professionals with advanced degrees, Master’s and Doctorates, who are invaluable assets to our country.
I have witnessed immense talent leave the Puerto Rican tourism sector, disillusioned by feeling unwelcome, unheard, and undervalued. We urgently need a tourism system that goes beyond simply focusing on hotel revenue and marketing campaigns. We need a system that recognizes and values tourism workers, especially Puerto Rico tour guides, as the national treasures they truly are. Their passion, knowledge, and dedication are essential to the authentic and enriching experiences that draw visitors to our island.
