Live Boricua: Behind the Campaign
Live Boricua is a movement that was created by Discover Puerto Rico and led by local voices to celebrate the state of mind, way of life, spirit, flavor, and rhythm that can only be experienced in Puerto Rico.
Filmed throughout the Island by a Puerto Rican crew and featuring local talent, #LiveBoricua is an invitation to discover the people, places, and experiences that make Puerto Rico special. No matter where you live, we welcome you to embrace our vibrant culture with open arms, to taste the passion in our foods and drinks, let everything go, and experience the joy of everyday life in Puerto Rico.
Explore the Campaign
What is Boricua?
Boricua
\ bȯ-ree-kwa \
A person from Puerto Rico by birth or descent.
Locations Featured in the Campaign
Ready to #LiveBoricua in Puerto Rico? Put these destinations on your must-visit list.

El Periquito Waterfall, where you can cool off from a day of adventure in pristine mountain waters.

Callejón, Old San Juan, where cobblestone streets often lead to impromptu dance parties.

Yuquiyú Treehouses, an eco glamping retreat in the foothills of El Yunque National Forest.

Playa Negra, a rare black-sand beach located on the quaint tropical island of Vieques.

Cañón Blanco, a majestic canyon in the Central Mountains filled with ancient Taíno petroglyphs.

Playa Media Luna, one of Vieques' most picturesque white-sand beaches.

Lares, one of the dozens of small towns in Puerto Rico with charming stories waiting to be discovered.

Piñones, an area just east of San Juan that is famed for its seaside food kiosks and colorful local culture.

Paseo de la Princesa, a seaside promenade in Old San Juan where you can step back 500 years in time.
Playa Negra (Black Sand Beach)
Location: Vieques
Region: Culebra & Vieques
Bask in the Caribbean sun on Playa Negra, a rare black sand beach located on the small island of Vieques where ink-black volcanic sand meets turquoise waters and dramatic cliffs.
Cañon Blanco
Location: Utuado
Region: Central Mountains
Explore ancient Taíno petroglyphs and take in sweeping views from the cool, fresh waters of Cañón Blanco, a majestic canyon nestled in the Central Mountains.
El Periquito Waterfall
Location: San Lorenzo
Region: East
For a refreshing and ethereal experience, take a hike to one of Puerto Rico's many hidden waterfalls, like El Periquito.
Playa Media Luna
Location: Vieques
Region: Culebra & Vieques
On the beautiful island of Vieques, Playa Media Luna is just one of the many Puerto Rico beaches famed for their white sand, crystalline water, and swaying palms.






Bringing the Boricua Spirit to the World
Boricua is a colloquial term for a person from Puerto Rico by birth or descent. But it is also…
- A way of life that embraces every moment with passion, exuberance, and joy.
- A state of mind that can’t help but be optimistic and find something or someone to celebrate.
- A rhythm that infuses itself into every moment.
- A melody that seems to play from every corner.
- A style of its own that is vibrant, colorful, proud, and bold.
- A flavor that fuses tradition, passion, and a story into every bite and sip.
- A history that is complex and rich, creating a thriving and diverse cultural tapestry across the Island.
- A spirit that must be experienced and felt to be understood, but connects universally.
Above all, it is unique to Puerto Rico.
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