Puerto Rico Empowers Locals for First Post-Pandemic Tourism Campaign
Photo Credit: People dancing in the street in Puerto Rico as part of the Live Boricua campaign Discovery Puerto Rico / Discovery Puerto Rico
Skift Take
Humanizing local communities in popular global tourism destinations is still frighteningly not happening as it should, but Puerto Rico's new campaign shares local stories told about, and by, real individuals to portray a genuine picture of who they are.
Discover Puerto Rico leaned in heavily to the island's local communities for its latest tourism campaign, announcing on Tuesday "Live Boricua," aimed to encourage travelers to immerse themselves in the authentic Boricuan way of life.
Boricua is a word used to describe a person from Puerto Rico by birth or descent. The destination marketing organization says the campaign cost just $750,000 to produce.
“‘Live Boricua’ is a movement born out of Puerto Rico alongside Puerto Ricans to emphasize the state of mind, way of life, spirit, flavor, style, rhythm, and melody that can only be experienced on the Island,” said Leah Chandler, chief marketing officer of Discover Puerto Rico. “The use of the word ‘Boricua’ provides a point of differentiation that is uniquely Puerto Rican and creates appeal and a sense of intrigue
