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Puerto Rico’s New Pitch to Travelers Has Almost Nothing to Do With Beaches
The campaign is built around emotion-led travel as Puerto Rico seeks to spread visitors across all 78 municipalities, officials said.
- Last month, Discover Puerto Rico launched 'Awaken Your Senses,' a three-year marketing campaign shifting from introducing the island's culture to full immersion, building on the earlier 'Live Boricua' platform.
- Global luxury travel spending is expected to grow by more than 6% this year, with travelers increasingly favoring personal, emotional experiences over expensive amenities, says Modern Currency Public Relations CEO Meghan Patke.
- The campaign deliberately spreads visitor attention across Puerto Rico's 78 municipalities, pushing travelers beyond San Juan into smaller towns while highlighting the island's tropical rainforest, three bioluminescent bays, and music culture.
- "Travelers are no longer asking where to go, but why they should go at all," said Storm Tussey, chief marketing officer at Discover Puerto Rico, emphasizing connection and belonging.
- A 2025 survey of 4,300 travelers in nine countries by Accor and Globetrender found one in four want travel to begin with feelings; whether Puerto Rico can absorb this growth without losing authenticity remains unanswered.
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Leaning Left0Leaning Right4Center4Last UpdatedBias Distribution50% Center, 50% Right
Bias Distribution
- 50% of the sources are Center, 50% of the sources lean Right
50% Right
C 50%
R 50%
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