Puerto Rico destination marketing organization Discover Puerto Rico (DPR) is extending its ¡°Live Boricua¡± promotional campaign with new creative elements designed to utilize ¡°emotional storytelling¡± to highlight unique, traveler-accessible Puerto Rican cultural experiences.

Distributed this week via TV and digital and social media, the campaign encourages visitors to explore areas across Puerto Rico, while embracing ¡°the spirit of adventure,¡± said DPR officials.

The programming spotlights locations across the island, including adventure excursions in El Yunque National Forest, dining with Puerto Rican chef Mario Pagan in San Juan¡¯s Condado district and dancing at La Factoria in Old San Juan.

Launched in 2022, Live Boricua has generated 625,000 trips to Puerto Rico, said Leah Chandler, DPR¡¯s chief marketing officer. The campaign is responsible for ¡°more than $2 billion in influenced visitor spending," she said.

The term ¡°Boricua¡± is translated as a person from Puerto Rico by birth or descent. But the term can also represent ¡°an experience you can only find one place on earth ¨C in Puerto Rico,¡± according to organization officials.

The campaign highlights the Boricua lifestyle and visitors¡¯ opportunities to immerse themselves in Puerto Rico¡¯s dance, music, gastronomy, mixology, fashion, art and natural attractions.

"What makes this campaign evolution unique is the focus on locals extending the invitation to visit the island,¡± said Chandler.

¡°Puerto Ricans are at the heart of this campaign, sharing the landscapes, food, music and more that make the Island so special.¡±

Chandler added, ¡°It's the start of a new conversation about what travel should mean for local communities and cultures, not just visitors."

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