Live Boricua Campaign Sparks Puerto Rico Visitor Growth

by Brian Major
Last updated: 11:00 AM ET, Thu March 28, 2024

Destination marketing organization Discover Puerto Rico (DPR) earlier this month enhanced its “Live Boricua” promotional campaign with new creative elements designed to utilize “emotional storytelling” to highlight Puerto Rican cultural experiences that travelers can share.

The campaign encourages visitors to embrace adventure-themed activities in areas across the island, from El Yunque National Forest to the Cabo Rojo region. The campaign also spotlighted the destination’s vibrant dining, dancing and nightlife scenes in Old San Juan and the Condado district.

Launched in 2022, Live Boricua has generated more than 625,000 trips to Puerto Rico and over $2 billion in influenced visitor spending, said Leah Chandler, DPR’s chief marketing officer.

The promotion’s success was reflected in the island’s record-breaking 2023 tourism numbers, which included more than 6.1 million in passenger arrivals at Luis Muñoz Marín International Airport, an 18.6 percent increase over 2022.

Chandler said DPR’s “successful approach to authentic tourism marketing,” was behind the growth. TravelPulse spoke recently with DPR’s marketing chief to discuss how she measures Live Boricua’s success.

TP: Why do you think the “Live Boricua campaign has resonated with consumers?

LC: This campaign is unique in that it’s not a typical montage tourism commercial filled with products. It’s a personal invitation from Boricuas themselves, warmly welcoming visitors to explore, enjoy and honor the place they call home. It’s the start of a new conversation about what travel should mean for local communities and cultures, not just visitors.

TP: How did Puerto Rico’s hotels and resorts fare in terms of activity in 2023?

LC: Regarding lodging demand trends, we observed significant growth across the board. In 2023, both hotels and rentals experienced a notable year-over-year increase, with hotel demand up by [6.4] percent compared to 2022, totaling 4,044,790 in 2023 (versus 3,787,666 in 2022).

TP: Were hotel and resort rates higher in 2023 versus 2022?

LC: [In terms of] pricing, the average daily rates (ADR) for hotels in 2023 ($286) were up by 4.7% compared to 2022 ($273).

TP: How did cruise passenger arrivals fare for the same period?

LC: In 2023, we witnessed remarkable growth in cruise passenger arrivals, soaring from 710,426 in 2022 to 1,293,426 in 2023. This substantial increase reflects an impressive 82 percent year-over-year growth rate.

TP: What are your projections for tourism activity to date in 2024 and for the entire year?

LC: Looking at the current trends in lodging revenue and arrivals, we're off to a strong start this calendar year, particularly driven by the performance of rentals. Lodging revenue has seen a significant uptick, up by 16 percent compared to the same period last year.

Arrivals are also showing promising growth, with a nine percent increase in the first two months of 2024 compared to the previous year. In terms of specific segments, hotel demand is up by six percent, while rentals continue to outperform expectations, with a remarkable 28 percent increase in the first two months of the year.

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