Puerto Rico Launches Global Branding Campaign to Boost Visitor Spending

Discover Puerto Rico, the island’s official destination marketing organization, launched a new global branding campaign focused on lifestyle, culture and gastronomic tourism.

The campaign introduces a refreshed slogan centered on authenticity, encouraging visitors to explore local communities rather than stay exclusively in resort areas.

Destination planners want to increase visitor spending per capita, particularly in culinary tourism, urban experiences and adventure travel. Puerto Rico’s gastronomy is highlighted as a key economic engine.

Small restaurants and family-run tourism businesses will be featured in international advertising and media outreach for the first time, a strategy aimed at expanding economic impact beyond large hotels.

Cruise arrivals are also expected to grow this winter as the San Juan Cruise Port completes phase one of its redevelopment plan, allowing the island to handle more mega-ships.

Tourism authorities are aiming for repeat visitation by focusing on personalized experiences instead of mass-market volume. The island wants to position itself as the cultural gateway of the Caribbean.

Officials say the campaign marks a shift to a value-driven visitor economy, prioritizing economic impact over sheer visitor numbers.