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The “Brand Health & Marketing Awareness” Study Reveals a Significant Increase in Key Performance Indicators, Positioning Puerto Rico as One of the Most Recognized and Attractive Destinations in the Caribbean

The results of the “Brand Health & Marketing Awareness” study by Discover Puerto Rico demonstrated a substantial improvement in positive perception, familiarity levels, and the likelihood of visiting Puerto Rico—the three main indicators used to measure the strength of destination brands.

The February 2025 study, conducted by Strategic Marketing & Research Insights (SMARInsights), found that all three indicators improved significantly among travelers who are familiar with the Live Boricua campaign. Specifically, familiarity with the destination increased from 38% to 56%, positive perception from 40% to 58%, and the likelihood of visiting from 16% to 33%. The last indicator suggests that the promotional initiative doubles travelers’ intent to visit Puerto Rico.

“The study results confirm that Live Boricua continues to resonate with our audience and strengthen Puerto Rico’s identity as a vibrant and authentic destination. The emotional connection we’ve built with travelers is key to the sustained growth of the brand and the development of an industry with more visitors, longer stays, and increased traveler spending,” said Glorianna Yamín, Vice President of Marketing at Discover Puerto Rico.

“These results reaffirm that when data-driven decisions are made and long-term initiatives are developed, we can achieve tangible results for Puerto Rico’s economy and create new and better job and business opportunities for those of us who live in this beautiful destination,” said Fernando Rodríguez, Chief Financial Officer and Interim CEO of Discover Puerto Rico.

Launched in 2022, the Live Boricua campaign introduced a new approach to promoting the destination, emphasizing Puerto Rico’s unique cultural aspects that set it apart from other Caribbean destinations. The campaign has led efforts to attract visitors to the Island amid a tourism boom that has broken industry records over the past four years.

This increase in familiarity and positive perception is especially significant because, in the tourism industry, shifts of this magnitude typically take years to achieve. However, Discover Puerto Rico has accomplished these advances in just six years, reflecting a highly effective and well-adapted marketing strategy tailored to the needs of potential travelers, Rodríguez noted.

The study also found that brand recognition reached 54% of respondents across Puerto Rico’s 15 primary markets.

Additionally, the campaign has successfully reached diverse demographic audiences. Among respondents:

  • 66% of Hispanics reported high familiarity with the campaign
  • 62% of Asians and African Americans also demonstrated strong awareness

The findings further revealed that, as a result of the campaign, Puerto Rico’s positive perception has improved notably compared to other competing Caribbean destinations. After viewing Live Boricua 2.0 and 3.0 ads, consumer perception of Puerto Rico improved, surpassing destinations such as Aruba, the Dominican Republic, Mexico, and Colombia.

Paid marketing efforts have also strengthened Puerto Rico’s brand image, enhancing the perception of key attributes identified by Discover Puerto Rico as cornerstones of the destination’s appeal. According to the study, among the five attributes—“vivid, beautiful, vibrant, authentic, and colorful”—the “beautiful” attribute saw the most significant increase in recognition. This enhanced image has not only improved Puerto Rico’s overall perception but also increased its appeal among potential travelers.

“More importantly, the campaign inspires travelers to take action. That is not something easily achieved in marketing efforts. The study shows that the Live Boricua campaign is among the top-performing destination marketing organizations in driving interest in researching the destination and creating a strong desire to visit the Island,” Yamín added.

With continued investment in paid media campaigns and effective marketing strategies, Discover Puerto Rico continues to showcase its ability to position the Island as a world-class travel destination. The success of the Live Boricua campaign, as reflected in the “Brand Health & Marketing Awareness / February 2025” study, confirms that Puerto Rico remains a highly desirable and recognized destination with a promising future in the global tourism market.