The DMO continues its educational efforts, with Boricua experts inspiring responsible travel throughout the Island.
Puerto Rico has long held a special place in travelers' hearts, but the warm spirit of the Island’s people keeps visitors coming back. Building on this emotional connection, Discover Puerto Rico has launched the second iteration of its initiative Return the Love —an educational continuation of the Love Letter to Puerto Rico initiative that debuted with beloved Boricua actor Amaury Nolasco.
While the “Love Letter” launch in February focused on an emotional appeal—inviting travelers to reflect on how much Puerto Rico has given them and, in turn, showing them “how to love” the Island—this extension takes a more practical approach, featuring Puerto Rico’s tourism industry experts sharing guidance on how to be a responsible visitor.
Through actionable items and pro tips, the industry experts showcase how to enjoy the Island respectfully by practicing habits that keep everyone safe, protect natural resources, and preserve Puerto Rico’s unique charm for generations.
The new Return the Love videos deliver educational content to empower travelers to make thoughtful choices as they discover Puerto Rico. This series of short videos features 13 local partners from across the Island—including voices from El Yunque, the bioluminescent bays, conservation groups, small business owners, hospitality professionals, and cultural ambassadors. The goal is not only to inform but also to inspire a sense of stewardship among visitors.
The new educational materials are being integrated across Discover Puerto Rico’s owned channels, including our website, social media, and email newsletters. More importantly, the content is available to local businesses and partners.
A Shared Commitment
The success of Return the Love depends on all of us. As the stewards of Puerto Rico’s tourism experience, our industry has a unique opportunity and responsibility to guide visitors to better travel.
Whether you’re running a guesthouse, leading a nature tour, managing a dining spot, or engaging with tourists by providing transportation, your voice is important. By reinforcing these messages, answering questions, and sharing your own stories, you help create a travel experience that is not only enjoyable but meaningful and sustainable.
As the series declares, “To visit Puerto Rico is to Live Boricua, and when you show love to our Island, our Island will love you back.”
