'Prison Break' actor Amaury Nolasco wants you to do this when you visit Puerto Rico

USA Today

12-02-2025

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Puerto Rico is encouraging respectful and conscious tourism that supports the island's culture and environment.
The campaign emphasizes the importance of supporting local businesses, respecting cultural sites, and minimizing environmental impact.
Nolasco stresses that experiencing the true essence of Puerto Rico involves venturing beyond San Juan and embracing the island's unique cultural nuances.
Puerto Rico is more than just a vacation destination – it's a living, breathing community, rich with culture, history and more pride than the island can contain. That's the message actor and producer Amaury Nolasco hopes to send in 'A Love Letter from Puerto Rico,' a new campaign by Discover Puerto Rico encouraging travelers to visit the island with respect and consciousness.
'This project is deeply personal to me,' Nolasco told USA TODAY, reflecting on his Puerto Rican roots. 'I hope travelers will see Puerto Rico through the eyes of someone who calls it home – understanding that every visit is an opportunity to connect, preserve and celebrate our rich heritage.'
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The campaign is part of the Live Boricua initiative, a movement designed to highlight the island's vibrant culture while urging visitors to travel mindfully.
The video, aims to send the message that a visit to Puerto Rico can be about much more than partying in San Juan.
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'Puerto Ricans will give you the shirt off their backs,' Nolasco said. 'If you're invited to a home, you will always be offered food. Where two can eat, ten can eat.'
A different kind of tourism
Nolasco's campaign encourages visitors to support local businesses, respect historical and cultural sites, and explore beyond the typical tourist hotspots.
'I always tell people: Don't just stay in San Juan,' Nolasco said. 'Try chinchorreo (hopping from one little roadside bar to another), meet locals ... that's how you really experience Puerto Rico.'
The initiative also reminds travelers to tread lightly on the island's fragile ecosystems. Overcrowding and environmental degradation have become pressing concerns, particularly in places like Flamenco Beach in Culebra and El Yunque National Forest.
'Puerto Rico is not like visiting Miami. There are clubs, yes, but we prefer to party outdoors, talk, eat and chill,' Nolasco said. 'When you come here, it's like you're stepping into someone's home. Treat it that way.'
An open invitation
For Nolasco, who left Puerto Rico about 30 years ago to pursue acting, this is an opportunity to rekindle connections. 'Puerto Rico is a place you carry with you,' he said. "When someone else wins an award, they don't say, 'This is for Massachusetts,' but when a Puerto Rican wins an award, we say, 'This is for Puerto Rico.' It's in our blood.'
Although the island is a U.S. territory, the cultural nuances that make it unique should not be overlooked by tourists, especially as the industry grows.
'I was going to Tulum before it became this popular, back when you'd be shirtless all day and enjoying the magic of the place, but then it started getting very developed' Nolasco explained. 'With Puerto Rico, I don't want us to lose what makes us ... unique for the money.'
Josh Rivera is USA TODAY's Travel editor.