Puerto Rico's "Live Boricua" campaign has helped revitalize tourism.
Many tourists who visit Puerto Rico today are unfamiliar with the devastation inflicted upon the country in September, 2017 by Hurricane Maria, the 10th most intense storm in Atlantic history and one that made a direct hit upon the island. In addition to damaging buildings, the storm devastated electrical grids and cellphone towers as heavy winds also uprooted trees and caused flooding that wiped out roads and farm crops. Full recovery has been a lengthy process and in some respects is ongoing but has been aided by the resilience of the Puerto Rican people.
Against the backdrop of hurricane damage, Discover Puerto Rico, the island’s official tourism body initially faced challenges related to negative media surrounding the hurricane. The agency found that 90% of the media had been negative and that half of travelers exposed to media coverage were left with a less favorable view of the island. In response, in 2018, Discover Puerto Rico launched the #CoverTheProgress campaign which encouraged media to focus on fair and future-oriented coverage while showing images from tourism destinations. The result of the campaign, which featured travel influencers including The Points Guy (Brian Kelly) and Kyle Huber, was improvement in perception of the island and a substantial increase in vacation bookings.
Local cuisine is featured as part of the new phase of the campaign.
The #CoverTheProgress campaign generated 14.5 million media impressions and laid the groundwork for three back-to-back years of record growth in tourism. Subsequently, Discover Puerto Rico’s “Live Boricua” campaign which focuses on unique aspects of the Puerto Rican culture and way of life has helped keep up the momentum. The latest phase of the campaign was launched this month and is produced by a local director using local talent for storytelling while spotlighting locations across the island. The campaign delves deeper into what it means to “Live Boricua.”
Leah Chandler, CMO of Discover Puerto Rico
Leah Chandler, Chief Marketing Officer of Discover Puerto Rico notes the genesis of the campaign emanated from wanting to expose travelers to authentic experiences. “The ‘Live Boricua’ campaign was born in 2022 from a collaboration between Discover Puerto Rico, Puerto Rican tastemakers and the local tourism industry to invite travelers to immerse themselves in authentic Puerto Rican experiences alongside locals,” she says, “It aimed to engage visitors through storytelling, showcasing the Island's unique culture, heritage, and spirit, making it an authentic expression for promoting tourism and fostering meaningful connections between visitors and locals, highlighting Puerto Rico as a vibrant destination rich in diverse experiences and warm hospitality.”
“Boricua’s” direct translation refers to being a person from Puerto Rico by birth or descent and is positioned as a state of mind, spirit, flavor and way of life on the island. The campaign encourages visitors to immerse themselves in the culture and beauty of the island – through dance, music, gastronomy, mixology, fashion, art and nature. In this vein, the new campaign focuses on authentic experiences including adventuring in El Yunque, dining with Puerto Rican chef Mario Pagan in Condado, enjoying Luquillo Beach and dancing at La Factoria in Old San Juan.
A natural scene from Puerto Rico.
Chandler sees the new phase of the campaign as further boosting an effort that is already a success story, saying, “The ‘Live Boricua’ campaign has played a pivotal role in driving tourism to the island. Over the past year, the island witnessed unprecedented numbers of incoming travelers, employment, and revenue within the local tourism industry, including welcoming over 6.1 million passengers at the Luis Muñoz Marín International Airport…and achieving an all-time high of $9.8 billion in tourism revenue, a 13% increase from the previous year. Overall, the significant increase in tourism numbers and visitor spending reflects the success of both Discover Puerto Rico's strategic initiatives and the appeal of Puerto Rico as a top travel destination.”
“Live Boricua” represents a good application of marketing principles as its unique selling proposition relates to what is truly distinguishing about Puerto Rico. The focus is on the people of the island, their lifestyle, and special places serves as a legitimate point of difference and is an effective way to communicate the ability to have a deeper vacation experience.
According to Chandler, the campaign has generated more than 625,000 trips to the Island and more than $2 billion in influenced visitor spending, showing a successful approach to value-based marketing. She states, “This campaign is unique in that it’s not a typical montage tourism commercial filled with product. 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.”
Chandler further notes that research commissioned by Discover Puerto Rico shows that once travelers get a taste of the Live Boricua experience, “…they understand what truly makes Puerto Rico special and they crave more. Every detail of the brand campaign was intentionally and thoughtfully created by Puerto Ricans, who expressed a sense of pride in seeing the creative articulation of the destination's offerings celebrated as a way of life.”
In a highly competitive tourism environment in which Puerto Rico’s primary competition includes Caribbean and Central American destinations such as including Jamaica, Mexico, and the Dominican Republic emphasizing points of difference is important. Chandler also observes that one of the biggest misconceptions that U.S. citizens from the mainland have about Puerto Rico is that they need a passport to visit the Island. As Puerto Rico is a U.S. territory, and U.S. citizens and permanent residents can travel to Puerto Rico without a passport. In an effort to remedy this misconception, Discover Puerto Rico has also been promoting the "No Passport, No Problem" message to emphasize the ease of traveling to the Island.
For the first-time visitor to Puerto Rico, perhaps not surprisingly, Chandler recommends staying a substantial stay. “For a first-time visitor to Puerto Rico, I recommend a diverse itinerary that captures the essence of the Island's culture, history, natural beauty, and culinary delights. One option is to start in San Juan, exploring the historic streets of Old San Juan, visiting iconic landmarks like Castillo San Felipe del Morro and Casa Blanca Museums, and indulging in the vibrant food scene. Then, head east to experience the lush rainforests of El Yunque National Forest, where you can hike through verdant trails and swim in refreshing waterfalls. Explore the bioluminescent bays of Vieques or Fajardo, where you can kayak through shimmering waters illuminated by millions of tiny organisms. Next, head to the west coast to discover the charming town of Rincon, known for its laid-back atmosphere and world-class surfing beaches. Don't miss the chance to sample fresh seafood and catch a breathtaking sunset over the Caribbean Sea.”
This suggested itinerary reinforces that Puerto Rico can offer a balance of adventure, relaxation, and cultural immersion of the type advocated by the campaign. Given the selling proposition, it is not surprising that the campaign has been achieving significant success.
