Discover Puerto Rico Seeks to 'Awaken Your Senses'

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.

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