A New Chapter for Puerto Rico Tourism
Dear friends in the Puerto Rico tourism industry:
Today, Discover Puerto Rico proudly launches “Awaken Your Senses,” our new marketing campaign designed to position Puerto Rico as a destination where travelers are swept up with joy, reconnect with nature, immerse themselves in our culture, and develop a unique sense of belonging through a wide range of sensory experiences.
This campaign is based on analysis and data about traveler behavior. Specifically, it captures a growing global interest in experiences that go beyond simply visiting a destination. Today’s travelers seek deeper emotional connections with the places they explore. “Awaken Your Senses” responds to this shift by inviting visitors to experience Puerto Rico through its rhythm, flavors, landscapes, and, above all, its people.
Beyond showcasing beautiful places, the campaign focuses on how travelers feel here. When visitors connect with Puerto Rico through its music, cuisine, nature, and authentic interactions with our communities, they develop a stronger emotional bond with our island and a deeper appreciation of our culture.
The launch of this campaign comes at a very favorable time for Puerto Rico’s tourism industry. In 2025, the island welcomed 8.1 million visitors, representing an 8% increase compared to the previous year, according to Tourism Economics estimates. These results reflect the robust growth and continued momentum of our visitor economy, which in the last five years has surpassed its own historical records.
The campaign is also designed to promote greater dispersal of visitors across the island, encourage longer stays, incentivize deeper exploration, and strengthen support for small businesses, artisans, and local cultural creators. In this way, we seek to ensure that tourism continues to generate economic opportunities and benefits for communities throughout Puerto Rico.
As an organization, our goal is clear: to drive economic growth so that entrepreneurs have greater opportunities and the tourism industry continues to generate more and better jobs for all Puerto Ricans. “Awaken Your Senses” is the tool that will help us achieve our objective.
We invite you to learn about our campaign, integrate your businesses into our promotional initiatives, and continue strengthening the sensory experiences that make a visit to Puerto Rico unique. The collaborative work of the entire industry will be key to continuing our journey toward becoming a premier world-class tourist destination.
Thank you for your continued support and collaboration in writing the success story of our industry.
Sincerely,
Jorge L. Pérez
Chief Executive Officer
Discover Puerto Rico
