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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.
Yahoo
03-03-2025
- Sport
- Yahoo
Island Welcomes Golf Professionals for 17th Playing of PGA TOUR's Puerto Rico Open
SAN JUAN, Puerto Rico, March 3, 2025 /PRNewswire/ -- The PGA TOUR has arrived for the 17th playing of the Puerto Rico Open this week, when 132 players – including four Puerto Ricans – will compete for shares of the $4 million prize purse and FedEx Cup points on the Championship Course at Grand Reserve Golf Club in Rio Grande. Title sponsor Puerto Rico Tourism Company has partnered with the PGA TOUR for years, highlighting the destination, its golf and other Island attractions, and generating substantial charitable donations. Since 2008, the Puerto Rico Open has been giving back to the community, reflecting the Island's commitment to making a difference. More than $4.2 million has been donated to organizations that impact thousands of lives across the Island. "As title sponsor, Puerto Rico Tourism Company is proud to reinforce its long-standing commitment to the Puerto Rico Open, an event that continues to capture global attention while positioning our Island as a premier golf destination. This tournament is not only a showcase of world-class talent, but also a powerful engine for tourism growth and economic development – both of which are top priorities for Governor Jenniffer González," said Willianette Robles, Executive Director, Puerto Rico Tourism Company. Some of the PGA TOUR's biggest names and rising stars have won or placed high on the Puerto Rico Open leaderboard, including Viktor Hovland and Jordan Spieth. Puerto Rico will be represented in the field by four Puerto Ricans – Chris Nido, Reinaldo Simoni, Gustavo Rangel, and Kelvin Hernández. The Puerto Rico Open is airing on multiple channels Thursday-Sunday of tournament week including Golf Channel (USA) with streaming on the NBC Sports App and In the region of Latin America, Golf Channel Latin America will provide coverage in Spanish. The Championship Course is an amenity of the oceanfront Hyatt Regency Grand Reserve and exemplifies Puerto Rico golf. "People love playing and staying amid the Island's swaying palm trees, teal-colored surf, and rainforest ridgeline," said Glorianna Yamin, VP of Marketing, Discover Puerto Rico. Puerto Rico's 18 golf courses are located throughout the Island, where history, music, culture, gastronomy, nightlife, and natural wonders abound. The Island requires no passport for American citizens, is bilingual, uses the U.S. dollar, and is the Caribbean's air hub. There are 4,000-plus restaurants and lodging options of every kind. For more information, visit: and Media Contact: Daniel Shepherd, dan@ View original content to download multimedia: SOURCE Discover Puerto Rico Sign in to access your portfolio
Associated Press
29-01-2025
- Entertainment
- Associated Press
From FITUR to the Padel Court: Puerto Rico Shines at the Hexagon Cup in Madrid
'This is more than just a tournament; this is an opportunity for Puerto Rico to stand out on an international stage and show that we belong in professional padel.' — Carlos López Lay MADRID, SPAIN, January 29, 2025 / / -- The deep historical and cultural ties between Puerto Rico and Spain are expanding beyond history and culture—now, they extend onto the padel courts. After a spectacular showcase at FITUR, Puerto Rico is once again making its mark in Spain, this time at the Hexagon Cup in Madrid, where Team Bella Puerto Rico, the Island's first and only professional padel team, is competing for the second consecutive year. Team Bella Puerto Rico, owned by Carlos López-Lay and María Esteve, is proudly representing the Island in this prestigious international tournament. The team is making history by competing at this elite level, further positioning Puerto Rico as a rising force in the global padel scene. 'This is more than just a tournament; this is an opportunity for Puerto Rico to stand out on an international stage and show that we belong in professional padel. Our commitment to this sport is proof that Puerto Rico is ready to make its mark in the padel world,' expressed Carlos López-Lay, owner of Team Bella Puerto Rico. Beyond the competition, Puerto Rican pride is shining bright in Madrid, thanks to an impressive delegation of Boricua ambassadors supporting the team. Among them is former Miss Universe and global star Dayanara Torres, along with TV host and model Jaime Mayol and influencer Gabriela Short. They are also joined by actor and producer Julián Gil, further amplifying Puerto Rico's visibility and ensuring that the Island's energy and passion are felt throughout Spain. 'Seeing Puerto Rico represented at an event of this magnitude is inspiring. Padel is growing rapidly on the Island, and Team Bella Puerto Rico is leading the way. Being here, cheering them on, and seeing our flag waving in Madrid fills me with pride,' shared Dayanara Torres. Adding to the momentum, Whatever Puerto Rico, one of the Island's leading social platforms focused on promoting Puerto Rico as a premier tourism destination, is also in Madrid supporting Team Bella Puerto Rico. During the Hexagon Cup, Whatever Puerto Rico will be sharing daily content, behind-the-scenes moments, and exclusive event recaps, further expanding Puerto Rico's presence in Spain. 'This opportunity allows us to leverage the promotional efforts made by the Puerto Rico Tourism Company and Discover Puerto Rico during FITUR and give them continuity, amplifying Puerto Rico's visibility in the Spanish market,' said Jean Paul Polo, Chief Creative Officer of Whatever Puerto Rico. 'There is strength in unity, and by combining sports and tourism, we are showing that Puerto Rico is much more than beaches—we are positioning the Island as a dynamic, world-class destination with a presence in high-level global events.' The Hexagon Cup, one of the world's most prestigious padel tournaments, brings together elite teams and top-tier talent, providing a high-performance competition platform with global recognition. With Puerto Rico's continued presence at this event, the Island is not only making strides in the sports world but also reinforcing its strong ties with Spain in a dynamic and modern way. From the global tourism spotlight at FITUR to the excitement of the Hexagon Cup courts, Puerto Rico is making waves across Spain. The Hexagon Cup is taking place at Madrid Arena from January 29 to February 2, 2025, and matches will be streamed live on Telemundo Puerto Rico's digital platform and Punto 2. To check match schedules and live broadcasts, visit or follow updates on social media at @ and @WhateverPuertoRico. About Team Bella Puerto Rico Bella Puerto Rico is the island's first and only professional padel team, owned by Carlos López-Lay and representing Puerto Rico on an international scale. Competing in the Hexagon Cup in Madrid, Bella Puerto Rico is dedicated to elevating the sport of padel on the island and showcasing Puerto Rican talent on the world stage. About Whatever Puerto Rico Whatever Puerto Rico is a digital platform dedicated to showcasing the best of Puerto Rican music, culture, gastronomy, sports, natural wonders, and adventure. Through engaging content and a strong social media presence, Whatever Puerto Rico aims to be the go-to source for anyone interested in the rich and diverse stories of Puerto Rico. Xiomara Rodriguez
