by Brian Major
Last updated: 7:45 AM ET, Wed January 14, 2026
Puerto Rico posted its fifth consecutive year of visitor arrivals
growth in 2025, according to Discover Puerto Rico, the destination’s marketing
and promotion agency.
Growth played out across Puerto Rico’s tourism sectors in
2025. Luis Muñoz Marín International Airport welcomed more
than 6.8 million of passenger arrivals in 2025, a three
percent increase compared to 2024. Meanwhile, over 1.6 million cruise
passengers arrived at Puerto Rico’s port in 2025,
reflecting nearly an eight percent increase versus 2024.
Lodging Demand was also higher. The Island
recorded nearly 7.9 million room nights booked in 2025,
according to STR and AirDNA, marking an eight percent
year-over-year increase.
The positive results were reflected in Puerto Rico’
employment picture as by November 2025, the island reached a record
of 102.3K leisure and hospitality jobs, a four percent increase
over the prior year, according to the Bureau of Labor Statistics.
Throughout 2025, Discover Puerto Rico led strategic
alliances and culturally rooted initiatives that reinforced the
organization’s leadership in conscious destination marketing while expanding
the Island’s cultural reach across industries, platforms, and audiences.
In May 2025, Discover Puerto Rico launched a
first-of-its-kind partnership with Calm, the leading mental
health app, introducing an
immersive collection of English and Spanish audio
experiences designed to transport listeners to the
Island’s natural beauty and vibrant culture. Timed to Mental Health
Awareness Month, the collaboration positioned Puerto Rico as a premier
wellness-focused destination.
As part of its commitment to responsible tourism,
Discover Puerto Rico expanded its “Return the Love” platform throughout 2025,
building on the Live Boricua campaign through emotionally resonant and
educational storytelling that encourages respectful visitation.
The initiative began in February with Love Letter from
Puerto Rico, featuring Puerto Rican actor and producer Amaury Nolasco, followed
by an April educational continuation spotlighting local tourism experts with
practical guidance for responsible travel.
The platform evolved further in June with a campaign
starring Puerto Rican Major League Baseball player Kiké Hernández,
blending music, sports, and culture to invite visitors to experience Puerto
Rico as thoughtful guests deeply connected to the Island’s traditions and
spirit.
In October, Discover Puerto Rico sponsored Puerto
Rico’s Day at the Ballpark, a multi-city cultural
celebration honoring the Island’s 127-year baseball legacy and
legendary players while immersing fans in Puerto Rican culture through
in-stadium experiences, gastronomy, and community engagement. Since its
debut in 2023, the series has evolved into a marquee cultural sports
activation, reaching millions of fans across major league ballparks and
extending the spirit of “Live Boricua” nationwide.
“In 2025, Puerto Rico reached new heights, reaffirming the
Island’s place as a premier global destination,” said Storm Tussey, chief marketing
officer of Discover Puerto Rico.
“As we look ahead to 2026, we are shaping a new era of
tourism through sensory-driven experiences, cultural storytelling, and
data-informed insight,” said Tussey, “inviting travelers around the world to
experience Puerto Rico as a place of belonging.”
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
