In recent weeks, we developed special initiatives in collaboration with the tourism industry. Learn more about—and join—the efforts we are implementing to keep the destination top of mind for travelers.
Discover Puerto Rico Brings Holiday Cheer Through Parrandas
Discover Puerto Rico filled the holiday season with music through a series of parrandas held at media outlets and lodging properties as part of the Mi Casa, Mi Navidad initiative— a promotional effort that shares with travelers how the festive season is experienced the Puerto Rican way.
The initiative sought to take the Puerto Rican holiday spirit beyond visual campaigns, focusing instead on a sensory experience that connected visitors, employees, and collaborators with the music, joy, and traditions that define Christmas on the Island.
During the visits, Puerto Rican musicians from the group Rawico brought panderos and other traditional instruments to life while performing classic Puerto Rican holiday songs. The melodies invited attendees to sing, dance, and embrace the festive energy that characterizes parrandas, one of the Island’s most emblematic traditions.
In addition to the music and celebration, Discover Puerto Rico gifted attendees copies of the Mi Casa, Mi Navidad book, as well as a handcrafted ceramic holiday ornament created by Puerto Rican artisan Xavier Ramírez from the Xabo, Artes de Luz line. These artisanal details highlighted the value of local creativity and the importance of supporting Puerto Rican artisans.
The parranda tour included stops at the Capitol, WKAQ, Distrito T-Mobile, the Department of Economic Development and Commerce (DDEC), WAPA Television, Magic 97.3, and the Royal Sonesta hotel, among other strategic locations. At each of these stops, the initiative captured the attention of both employees and visitors.
In particular, guests and visitors at Distrito T-Mobile and the Royal Sonesta had the opportunity to experience the vibrant energy of a Puerto Rican parranda firsthand, fulfilling the initiative’s primary purpose: to promote Puerto Rican holiday culture and traditions in an authentic and immersive way.
The public response was very positive, demonstrating that while promotional campaigns convey images and messages about local culture, experiencing it in person creates a deeper and more memorable connection.
The Mi Casa, Mi Navidad story is available through Discover Puerto Rico’s website in both Spanish and English and also includes an audiobook version in both languages. The special section features information to help visitors prepare to experience “the longest Christmas season in the world,” traditional food and beverage recipes, and a special giveaway featuring a basket of Puerto Rican products.
