by Brian Major
Last updated: 8:10 AM ET, Wed March 11, 2026
Discover Puerto Rico, the Island’s official destination
marketing organization, launched “Awaken Your Senses,” a new global marketing
campaign that seeks to position Puerto Rico as a destination where travelers connect
with joy, belonging and culture through sensory experiences.
The campaign was inspired by using consumer psychology
insights and traveler research that highlight the growing demand for
sensory-driven travel experiences. Rather than simply showcasing the destination,
“Awaken Your Senses” focuses on how travelers experience Puerto Rico through
rhythm, flavor, landscapes and human connection.
The campaign seeks to stimulate sensory immersion, fostering
cultural belonging. The idea is to engage travelers with the destination
through multiple senses, from music and food to landscapes and community
interactions, deepening their sense of connection as the feeling of being an
outsider begins to fade.
“Awaken Your Senses” is the next iteration of Discover Puerto
Rico’s award-winning “Live Boricua” platform. While the previous campaign
introduced the world to the Island’s vibrant spirit, “Awaken Your Senses”
invites travelers to engage with Puerto Rico more deeply through its music,
cuisine, natural landscapes and communities across all 78 municipalities.
“Awaken Your Senses” is based on consumer psychology
research showing that sensory experiences create stronger emotional memory and
deeper connections with a place, said Storm Tussey, Discover Puerto Rico’s chief
marketing officer.
“When we invite travelers to feel the rhythm or taste the
culture, we’re not just promoting a destination. We’re
offering restoration. We want Puerto Rico to be the place travelers think
of when they need to feel alive again. Our job is to ensure that when travelers
arrive, they show up as guests who respect our home and contribute to our
future.”
“This campaign isn’t responding to trends. It’s answering a
global heartbeat,” said Tussey. “Travelers are no longer asking where to
go, but why they should go at all. They’re
searching for belonging, connection and meaning, which Puerto Rico naturally
offers through its landscapes, music, food, culture and community.”
The campaign debuts as research across the industry shows
that travelers increasingly prioritize immersive experiences, local culture and
emotional connection when choosing where to visit.
Discover Puerto Rico’s strategy responds to this shift by
positioning the Island as a destination travelers actively participate in.
Through storytelling focused on artisans, musicians,
culinary traditions and local communities, the campaign highlights the
reciprocal relationship between visitors and the Island. Travelers are
encouraged to connect with the people who represent Puerto Rico’s culture, from
meeting local craftspeople and supporting small businesses to exploring
landscapes that span seven ecosystems across the Island.
Puerto Rico’s diversity of experiences, from the only
tropical rainforest in the U.S. Forest System to three bioluminescent bays,
vibrant coastal communities and a dynamic culinary scene, provides the
foundation for the campaign’s sensory storytelling.
“Awaken Your Senses” represents the first phase of a
three-year marketing evolution designed to strengthen Puerto Rico’s global
tourism presence while increasing the economic impact of travel across local
communities.
The campaign focuses on several key goals:
- Increasing
visitor engagement and emotional connection with Puerto Rico
- Encouraging
longer stays and deeper exploration across the Island
- Supporting
small businesses and cultural creators
- Driving
sustainable visitor spending that benefits local communities
The initial campaign rollout begins March 10 with the debut
of a global halo creative campaign. Beginning April 1, additional targeted
storytelling will roll out across key audience segments in priority domestic
and international markets.
“Awaken Your Senses” represents the first phase of a
three-year marketing evolution designed to strengthen Puerto Rico’s global
tourism presence while increasing the economic impact of travel across local
communities.
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