Discover Puerto Rico Launches “Awaken Your Senses,” A Global Campaign Built on Consumer Psychology and Sensory Travel

Discover Puerto Rico, the official destination marketing organization for Puerto Rico recently announced the launch of "Awaken Your Senses", a new global campaign grounded in consumer psychology insights that positions Puerto Rico as a destination where travelers reconnect with joy, experience a sense of belonging, and engage with the culture through all their senses.

The campaign was inspired by traveler research highlighting the growing demand for sensory travel experiences. Rather than simply showcasing destinations, “Awaken Your Senses” focuses on how travelers experience Puerto Rico through rhythm, flavor, landscapes, and human connection.

“‘Awaken Your Senses’ goes a step further by inviting visitors to experience Puerto Rico with all their senses. In a world saturated with notifications, alerts, conflicts, and distractions, our Island offers something different: a place where people can reconnect, live in the moment, and rediscover the pleasure of truly feeling. Puerto Rico is that destination that invites you to awaken your senses.

Since I arrived at Discover Puerto Rico, we have been working on this new campaign. We are confident it will deliver results and help drive growth for the tourism industry by attracting more visitors, generating higher room tax revenues, increasing traveler spending, and creating more jobs for our people,” said Jorge L. Pérez, Chief Executive Officer of Discover Puerto Rico.

The campaign aims to demonstrate how sensory immersion can foster a sense of cultural belonging. When travelers engage with a destination through multiple senses—from music and food to landscapes and community interactions—their connection deepens and the feeling of being merely visitors begins to fade.

The announcement comes at a time when Puerto Rico continues to experience strong tourism momentum. The Island welcomed 8.1 million visitors in 2025, an 8% increase compared to the previous year, according to estimates by Tourism Economics.

“Awaken Your Senses” builds upon Discover Puerto Rico’s award-winning “Live Boricua” platform. With this new initiative, the strategy evolves from showcasing the Island’s vibrant spirit to inviting travelers to engage more deeply with Puerto Rico through its music, gastronomy, natural landscapes, and the communities across its 78 municipalities.

“Tourism in the Caribbean, and particularly in Puerto Rico, offers visitors a unique experience filled with history, culture, and flavor. From walking through the iconic streets of Old San Juan, rich in history and charm, to enjoying our renowned rums in Cataño, savoring Puerto Rican cuisine, visiting our beaches, and discovering the beauty of our countryside. Puerto Rico offers the unique opportunity to experience countryside, city, and coastline, all with the warmth and hospitality that define our people,” said Governor Jenniffer González.

“Puerto Rico is one of the most attractive destinations in the Caribbean, and campaigns like Awaken Your Senses allow us to project to the world the richness and vibrant character of our Island’s culture, landscapes, and hospitality. At the Puerto Rico Tourism Company, we support initiatives that highlight the unique experiences we offer and that, in turn, promote sustainable tourism growth, generating economic activity and opportunities for our communities and small businesses,” said Willianette Robles, Executive Director of the Puerto Rico Tourism Company.

“At its core, this campaign is about how travel should make you feel,” said Storm Tussey, Chief Marketing Officer of Discover Puerto Rico. “This campaign is not responding to trends. We are responding to a global pulse. Travelers are no longer asking where to go, but why they should go at all. They are seeking belonging, connection, and meaning—something Puerto Rico naturally offers through its landscapes, music, food, culture, and community.”

“Awaken Your Senses is grounded in consumer psychology research showing that sensory experiences create stronger emotional memories and deeper connections with a place,” she continued. “When we invite travelers to feel the rhythm or savor the culture, we are not just promoting a destination. We are offering restoration. We want Puerto Rico to be the place travelers think of when they need to feel alive again. Our job is to ensure that when travelers arrive, they show up as guests who respect our home and contribute to our future.”

Responding to the Rise of Purpose-Driven Travel
The campaign arrives at a time when travel behavior is shifting globally. Industry research shows that travelers are increasingly prioritizing immersive experiences, local culture, and emotional connection when choosing where to travel.

Discover Puerto Rico’s strategy responds to this shift by positioning the Island not only as a destination, but also as a place where travelers actively participate.

Through storytelling centered on artisans, musicians, culinary traditions, and local communities, the campaign highlights the reciprocal relationship between visitors and the Island. Travelers are encouraged to connect with the people behind Puerto Rican culture—from meeting local artisans and supporting small businesses to exploring landscapes that span seven ecosystems across the Island.

Building on the Foundation of “Live Boricua”
“Awaken Your Senses” builds on the global recognition achieved by Discover Puerto Rico’s “Live Boricua” campaign, which helped millions of travelers discover Puerto Rico’s culture and identity.

The new campaign deepens that narrative by moving from introduction to immersion. Rather than simply showcasing Puerto Rican culture, it invites travelers to experience it firsthand through sound, taste, movement, and human connection.

Puerto Rico’s diversity of experiences—from the only tropical rainforest in the U.S. Forest System, to three bioluminescent bays, vibrant coastal communities, and a dynamic culinary scene—provides the foundation for the campaign’s sensory storytelling.

A Long-Term Strategy for Sustainable Tourism Growth
“Awaken Your Senses” represents the first phase of a three-year marketing evolution designed to strengthen Puerto Rico’s global tourism presence while increasing the economic impact of travel across local communities.

The campaign focuses on several key goals:

• Increasing visitor engagement and emotional connection with Puerto Rico
• Encouraging longer stays and deeper exploration across the Island
• Supporting small businesses and cultural creators
• Driving sustainable visitor spending that benefits local communities

The campaign launch began on March 10 with its official release. Starting April 1, additional stories will roll out targeting specific audience segments in priority domestic and international markets.

Over the next three years, Discover Puerto Rico will continue expanding the campaign with new creative assets, partnerships, and digital experiences designed to connect travelers with the Island’s culture in more personalized ways.

Celebrating Puerto Rican Creativity
Authenticity is at the heart of “Awaken Your Senses,” developed in collaboration with Puerto Rican creatives, brands, and cultural partners. Local production company World Junkies led the creative production, bringing together Boricua directors, artists, and collaborators deeply rooted in Puerto Rico’s cultural and creative community.

The campaign also features a curated group of Puerto Rican fashion brands, culinary creators, and local businesses, including Al Este, Arrecife, Bike Stop, Bohemia Cocina en Movimiento, Calipso, Carabalí Rainforest Park, Chiringas.com, Conjunto Achiote, Don Q, Elede, El Papelón, Hacienda Siempre Viva, Isleñas, Laid Back, Medalla, Palmeira, Pine Grove Surf Club, Piraguas Viejo San Juan, Rogative, and Valija Gitana, ensuring that the voices shaping modern Puerto Rican culture are at the center of the campaign.