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Yahoo
24-03-2025
- Entertainment
- Yahoo
Who gets to brand Puerto Rico: Its tourism agency or its biggest star?
The Puerto Rican rapper Bad Bunny is one of the biggest stars of the music world. After becoming Spotify's most-streamed artist for three years in a row – the first and only artist ever to do so – he sold out all 49 dates of his 2024 U.S. tour, netting US$211 million. Earlier this year, after Bad Bunny co-hosted 'The Tonight Show with Jimmy Fallon' and announced a 21-show residency in Puerto Rico, the recently reelected mayor of San Juan, Miguel Romero, quipped that the artist had done a better job of promoting Puerto Rico than the island's official destination marketing organization. That agency, Discover Puerto Rico, was founded in 2017 to market the island to both tourists and investors. Established during the administration of Gov. Ricardo Rosselló, it was part of a broader effort to professionalize Puerto Rico's place branding and underscored the importance of tourism to the island's economy. As a scholar of Puerto Rican politics and place branding – and a native Puerto Rican – I think this case study raises interesting public policy questions: Who gets to brand Puerto Rico? Why does it matter if a place has a brand anyway? And if political leaders are dissatisfied with an agency whose sole purpose is to market the island, what comes next? Historically, place-branding campaigns have been led by governments seeking to attract tourism and investment. One of the most iconic examples was the 'I Love New York' campaign, launched in 1977 as a collaboration between New York City and private partners. Similar public-private models became more common in the decades that followed. Puerto Rico has seen various branding efforts over the years. Early boosterism efforts emerged during the first half of the 20th century, and in 1970, the Puerto Rico Tourism Company was created to promote the island as a tourist destination. By the 1990s, many Puerto Rican municipalities had begun adopting different place branding strategies. During Puerto Rico's deepening fiscal crisis in the 2010s, branding efforts remained a bipartisan priority. But the two dominant political parties – the pro-territory Partido Popular Democrático, and the pro-statehood Partido Nuevo Progresista – each rebranded the island every time a new administration took office, raising concerns about consistency. The last major government-led initiative before Discover Puerto Rico was the 'Isla Estrella' campaign, which included a sponsorship deal with Spain's Sevilla FC soccer team. In 2017, Discover Puerto Rico took control over the island's place-branding efforts. However, its performance has been polarizing, with critics pointing to significant blunders. For example, an early ad in its 'Live Boricua' campaign sparked backlash for featuring a family that didn't look like most Puerto Ricans. Beyond its marketing blunders, Discover Puerto Rico has struggled to navigate Puerto Rico's politically charged place-branding landscape. In fact, it has been contested from the start, and remains so, as recently elected Gov. Jennifer González evaluates its future. It remains unclear to what extent efficiency and economic development will serve as the main criteria for evaluating its success, and to what extent party politics will influence the decision-making process. Just a day before Mayor Romero made his remark about Bad Bunny, Discover Puerto Rico's CEO, Brad Dean, resigned, taking a similar role in St. Louis. Dean has argued that during his tenure, Discover Puerto Rico has driven significant increases in tourism and tourism spending. While these self-reported figures suggest success, they don't address a critical issue – the long-standing political controversy surrounding Puerto Rico's branding. At the same time the future of Discover Puerto Rico remains uncertain, the island has gained unparalleled international attention thanks to popular music. Reggaetón, an urban genre that originated in Puerto Rico in the 1990s, has amassed a massive global fan base, extending beyond Puerto Rico and Latin America to the rest of the world. In 2017, Daddy Yankee and Luis Fonsi's video for the worldwide hit 'Despacito' turned La Perla, a working-class barrio in Old San Juan, into a magnet for tourists from all over the world. More recently, in January 2025, Bad Bunny released his latest album, 'Debí Tirar Más Fotos,' which taps into traditional Puerto Rican music genres such as bomba, plena and música jíbara that aren't usually associated with reggaetón. It charted at No. 1. Bad Bunny also announced a Puerto Rico-exclusive concert series, with some dates reserved for locals and others open to fans worldwide. The success of Puerto Rican reggaetón artists raises an important question: Why have these organic cultural movements been so effective – perhaps even more so than the official expert-driven place-marketing agency – in promoting Puerto Rico as a brand? I think the answer probably lies in authenticity. Unlike government-led initiatives, reggaetón's global appeal stems from its cultural resonance and emotional connection with audiences worldwide, regardless of politics. At this critical juncture for the island's tourism agency, perhaps Discover Puerto Rico should rebrand itself as 'Discover the Birthplace of Reggaetón.' Carlos A. Suárez Carrasquillo does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
USA Today
12-02-2025
- Entertainment
- USA Today
'Prison Break' actor Amaury Nolasco wants you to do this when you visit Puerto Rico
Hear this story AI-assisted summary 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.' Not all tourists are created equal:How you can be one of the good ones 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. Enjoy your worry-free vacation: Best travel insurance policies '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.
Yahoo
29-01-2025
- Business
- Yahoo
Discover Puerto Rico Celebrates a Record-Breaking 2024 and Looks Ahead to 2025 Growth
With Growing Tourism Indicators, The Destination Prepares for Another Monumental Year with New Openings, Major Events and More SAN JUAN, Puerto Rico, Jan. 29, 2025 /PRNewswire/ -- Discover Puerto Rico, the Island's official Destination Marketing Organization (DMO), announces a record-breaking year for Puerto Rico's tourism industry in 2024. Fueled by innovative collaborations and strategic efforts, Puerto Rico experienced remarkable growth in air travel, lodging, and employment within the leisure and hospitality sectors. An Exceptional Year in Tourism Metrics Puerto Rico reached new heights across key tourism indicators in 2024, cementing a fourth consecutive record-breaking year, underscoring the Island's appeal as a must-visit destination and highlighting the vital role of tourism in driving economic development: Air Passenger Growth: Luis Muñoz Marin International Airport experienced record growth in 2024 with over 6.6 million passenger arrivals. This is over 518,000 more passengers and an 8% increase vs. 2023. Lodging Demand: The Island saw nearly 7.3 million room nights booked, according to STR and AirDNA data, a 7% increase compared to 2023. Job Creation: Puerto Rico achieved a record 101,700 leisure and hospitality jobs by November 2024, a 5% increase over the previous year, as reported by the Bureau of Labor Statistics. Cruise Tourism Revival: Over 1.4 million cruise passengers visited San Juan Cruise Port in 2024, marking a 10% increase from 2023. "Puerto Rico's tourism industry has reached new heights in 2024, solidifying our position as a leading global destination," said Leah Chandler, CMO of Discover Puerto Rico. "This milestone year reflects not just the appeal of the Island's vibrant culture and natural beauty, but the tireless dedication of our team and partners who have embraced innovative strategies to elevate Puerto Rico's profile. As we set our sights on 2025, we're focused on sustaining this momentum and continuing to inspire travelers around the globe to visit our Island." Strategic Partnerships and Expanded Presence Discover Puerto Rico's 2024 success was elevated by strategic collaborations with leading brands and media outlets, positioning the organization as a pioneer in destination marketing: Live Boricua Campaign Evolution: In March 2024, Discover Puerto Rico unveiled an evolved 'Live Boricua' campaign, deepening its focus on the unique Puerto Rican way of life. Collaborating with Puerto Rican director Luis Gerard and photographer Stephanie Segarra and featuring an all-Puerto Rican cast and crew, the campaign showcases authentic local experiences. Highlighting activities such as exploring El Yunque, dining with chef Mario Pagán in Condado, enjoying Luquillo Beach, and dancing at La Factoría in Old San Juan. According to annual surveys conducted by Strategic Marketing Research & Insights, the destination achieved remarkable progress between 2018 and 2024. Positive perception of Puerto Rico increased from 38% to 48%, familiarity with the destination grew from 34% to 45%, and the likelihood of visiting soared from 15% to 25%. Such substantial growth is a rarity in the travel industry, underscoring Puerto Rico's rising appeal among travelers. Technological Advancements: Through collaborations with leading tech brands, Discover Puerto Rico launched innovative AI-driven solutions to ensure marketing materials are effectively finding relevant consumers and that their trip planning process is seamless. With Anoki, the destination connected with modern streaming audiences, using artificial intelligence to understand what content is being shown on screen and targeting ads accordingly. With Clicktripz, the DMO launched CHIME (Chat to Inspire Meaningful Engagement), allowing consumers to converse with a bot to learn about travel to the destination. Additionally, marketing took a step forward by utilizing Times Square's new 3-dimensional billboard capability, making it one of the first destinations to advertise in this way and transporting audiences to the tranquility of the Island. Impactful Media Partnerships: Discover Puerto Rico fostered meaningful collaborations with leading media outlets and platforms, amplifying the Island's vibrant culture. The DMO partnered with TIME Magazine at the prestigious TIME100 NEXT Gala, an event honoring emerging leaders shaping the future. Similarly, at Forbes' New Icons event, the energy of Puerto Rico resonated through a surprise live performance by talented Puerto Rican musicians. In collaboration with Atlas Obscura, Discover Puerto Rico created a four-part audio series exploring the Island's cultural roots and global influence. Captivating Cruisers: The DMO launched its first-ever cruise-specific promotion with a data-driven strategy designed to resonate with the loyal and engaged cruising audience. The campaign effectively elevated Puerto Rico's profile as a premier cruise destination by leveraging dynamic video content and targeted site-traffic tactics, and contributed to the impressive growth in 2024. Beyond Tourism: To celebrate the 70th anniversary of the iconic Piña Colada, Discover Puerto Rico partnered with Van Leeuwen Ice Cream to create a custom ice cream flavor that brought the Island to consumers in a fun and unexpected way. Free scoops were handed out from a truck at three New York City locations on Piña Colada Day, while pints sold out in two weeks—surpassing expectations. This collaboration highlighted Puerto Rico's culinary influence and kept the destination top of mind, showcasing its culture and flavors to a wider audience. "Puerto Rico's tourism growth is a testament to the transformative power of bold marketing and strategic partnerships," Chandler added. "By authentically amplifying the Island's vibrant culture and embracing the latest technologies, we've ignited a new wave of travelers while setting a groundbreaking standard for how destinations connect with audiences on a deeper, more meaningful level." As the DMO continues to prioritize forward-thinking strategies and conscious travel, 2025 promises to build on the remarkable achievements of 2024. This year, the destination anticipates the introduction of more direct flights from cities across the U.S., including a direct route from San Antonio starting in March 2025; a variety of new hotel openings, including those catering to the luxury market; and the inaugural Puerto Rico Wine and Food Festival, which will showcase the Island's world-class culinary talent. With no passport, currency exchange, or international phone plan required for U.S. citizens, Puerto Rico is the perfect destination for those seeking a seamless blend of vibrant culture, stunning beaches, world-class cuisine, and thrilling adventures—all infused with the Island's 'Live Boricua' spirit. For more details on the performance of Puerto Rico's travel and tourism industry, visit About Discover Puerto RicoDiscover Puerto Rico is a private, not-for-profit Destination Marketing Organization (DMO) whose mission is to make Puerto Rico visible to the world as a premier travel destination. The DMO brings prosperity to the people of Puerto Rico by collaboratively promoting the Island's diversity and uniqueness for leisure and business travel, and events. It is responsible for all global marketing, sales, and promotion of the destination and works collaboratively with key local governmental and nongovernmental players throughout Puerto Rico's visitor economy and the community at large, to empower economic growth. To discover all the beauty the Island has to offer, visit View original content to download multimedia: SOURCE Discover Puerto Rico Sign in to access your portfolio
Associated Press
29-01-2025
- Business
- Associated Press
Discover Puerto Rico Celebrates a Record-Breaking 2024 and Looks Ahead to 2025 Growth
With Growing Tourism Indicators, The Destination Prepares for Another Monumental Year with New Openings, Major Events and More SAN JUAN, Puerto Rico, Jan. 29, 2025 /PRNewswire/ -- Discover Puerto Rico, the Island's official Destination Marketing Organization (DMO), announces a record-breaking year for Puerto Rico's tourism industry in 2024. Fueled by innovative collaborations and strategic efforts, Puerto Rico experienced remarkable growth in air travel, lodging, and employment within the leisure and hospitality sectors. An Exceptional Year in Tourism Metrics Puerto Rico reached new heights across key tourism indicators in 2024, cementing a fourth consecutive record-breaking year, underscoring the Island's appeal as a must-visit destination and highlighting the vital role of tourism in driving economic development: Air Passenger Growth: Luis Muñoz Marin International Airport experienced record growth in 2024 with over 6.6 million passenger arrivals. This is over 518,000 more passengers and an 8% increase vs. 2023. Lodging Demand: The Island saw nearly 7.3 million room nights booked, according to STR and AirDNA data, a 7% increase compared to 2023. Job Creation: Puerto Rico achieved a record 101,700 leisure and hospitality jobs by November 2024, a 5% increase over the previous year, as reported by the Bureau of Labor Statistics. Cruise Tourism Revival: Over 1.4 million cruise passengers visited San Juan Cruise Port in 2024, marking a 10% increase from 2023. 'Puerto Rico's tourism industry has reached new heights in 2024, solidifying our position as a leading global destination,' said Leah Chandler, CMO of Discover Puerto Rico. 'This milestone year reflects not just the appeal of the Island's vibrant culture and natural beauty, but the tireless dedication of our team and partners who have embraced innovative strategies to elevate Puerto Rico's profile. As we set our sights on 2025, we're focused on sustaining this momentum and continuing to inspire travelers around the globe to visit our Island.' Strategic Partnerships and Expanded Presence Discover Puerto Rico's 2024 success was elevated by strategic collaborations with leading brands and media outlets, positioning the organization as a pioneer in destination marketing: Live Boricua Campaign Evolution: In March 2024, Discover Puerto Rico unveiled an evolved 'Live Boricua' campaign, deepening its focus on the unique Puerto Rican way of life. Collaborating with Puerto Rican director Luis Gerard and photographer Stephanie Segarra and featuring an all-Puerto Rican cast and crew, the campaign showcases authentic local experiences. Highlighting activities such as exploring El Yunque, dining with chef Mario Pagán in Condado, enjoying Luquillo Beach, and dancing at La Factoría in Old San Juan. According to annual surveys conducted by Strategic Marketing Research & Insights, the destination achieved remarkable progress between 2018 and 2024. Positive perception of Puerto Rico increased from 38% to 48%, familiarity with the destination grew from 34% to 45%, and the likelihood of visiting soared from 15% to 25%. Such substantial growth is a rarity in the travel industry, underscoring Puerto Rico's rising appeal among travelers. Technological Advancements: Through collaborations with leading tech brands, Discover Puerto Rico launched innovative AI-driven solutions to ensure marketing materials are effectively finding relevant consumers and that their trip planning process is seamless. With Anoki, the destination connected with modern streaming audiences, using artificial intelligence to understand what content is being shown on screen and targeting ads accordingly. With Clicktripz, the DMO launched CHIME (Chat to Inspire Meaningful Engagement), allowing consumers to converse with a bot to learn about travel to the destination. Additionally, marketing took a step forward by utilizing Times Square's new 3-dimensional billboard capability, making it one of the first destinations to advertise in this way and transporting audiences to the tranquility of the Island. Impactful Media Partnerships: Discover Puerto Rico fostered meaningful collaborations with leading media outlets and platforms, amplifying the Island's vibrant culture. The DMO partnered with TIME Magazine at the prestigious TIME100 NEXT Gala, an event honoring emerging leaders shaping the future. Similarly, at Forbes' New Icons event, the energy of Puerto Rico resonated through a surprise live performance by talented Puerto Rican musicians. In collaboration with Atlas Obscura, Discover Puerto Rico created a four-part audio series exploring the Island's cultural roots and global influence. Captivating Cruisers: The DMO launched its first-ever cruise-specific promotion with a data-driven strategy designed to resonate with the loyal and engaged cruising audience. The campaign effectively elevated Puerto Rico's profile as a premier cruise destination by leveraging dynamic video content and targeted site-traffic tactics, and contributed to the impressive growth in 2024. Beyond Tourism: To celebrate the 70th anniversary of the iconic Piña Colada, Discover Puerto Rico partnered with Van Leeuwen Ice Cream to create a custom ice cream flavor that brought the Island to consumers in a fun and unexpected way. Free scoops were handed out from a truck at three New York City locations on Piña Colada Day, while pints sold out in two weeks—surpassing expectations. This collaboration highlighted Puerto Rico's culinary influence and kept the destination top of mind, showcasing its culture and flavors to a wider audience. 'Puerto Rico's tourism growth is a testament to the transformative power of bold marketing and strategic partnerships,' Chandler added. 'By authentically amplifying the Island's vibrant culture and embracing the latest technologies, we've ignited a new wave of travelers while setting a groundbreaking standard for how destinations connect with audiences on a deeper, more meaningful level.' As the DMO continues to prioritize forward-thinking strategies and conscious travel, 2025 promises to build on the remarkable achievements of 2024. This year, the destination anticipates the introduction of more direct flights from cities across the U.S., including a direct route from San Antonio starting in March 2025; a variety of new hotel openings, including those catering to the luxury market; and the inaugural Puerto Rico Wine and Food Festival, which will showcase the Island's world-class culinary talent. With no passport, currency exchange, or international phone plan required for U.S. citizens, Puerto Rico is the perfect destination for those seeking a seamless blend of vibrant culture, stunning beaches, world-class cuisine, and thrilling adventures—all infused with the Island's 'Live Boricua' spirit. For more details on the performance of Puerto Rico's travel and tourism industry, visit Discover Puerto Rico is a private, not-for-profit Destination Marketing Organization (DMO) whose mission is to make Puerto Rico visible to the world as a premier travel destination. The DMO brings prosperity to the people of Puerto Rico by collaboratively promoting the Island's diversity and uniqueness for leisure and business travel, and events. It is responsible for all global marketing, sales, and promotion of the destination and works collaboratively with key local governmental and nongovernmental players throughout Puerto Rico's visitor economy and the community at large, to empower economic growth. To discover all the beauty the Island has to offer, visit .
