This Valentine's Day, Discover Puerto Rico Launches Initiative to Inspire Conscious Travel

SAN JUAN, Puerto Rico, Feb. 12, 2025 /PRNewswire/ -- Discover Puerto Rico, the Island's official Destination Marketing Organization (DMO), announces its Valentine's Day initiative, "Love Letter from Puerto Rico," with Puerto Rican actor and producer Amaury Nolasco. As an extension of the DMO's Live Boricua campaign, this emotive video is an open invitation for travelers to experience Puerto Rico's rich diversity and a reminder to explore the Island with respect. By celebrating Puerto Rico's vibrant spirit, culture, and communities, it aims to foster deeper connections while promoting mindful and responsible travel.

"This project is deeply personal to me, and I am grateful for the opportunity to showcase our Island as a living, breathing community and environment that deserves to be experienced with genuine respect and love," said Nolasco. "I hope travelers will see Puerto Rico through the eyes of someone who calls it home, understanding every visit is an opportunity to connect, preserve, and celebrate our rich heritage."

The video centers on Nolasco's heartfelt love letter from Puerto Rico, which aims to inspire travelers to explore the Island through a lens of cultural respect and meaningful engagement. The program launches today with a compelling video following Nolasco as he writes his love letter, interwoven with stunning visuals showcasing Puerto Rico's dynamic culture, breathtaking landscapes, and local communities.

"'Love Letter from Puerto Rico' invites travelers to see the Island as more than a destination: it is a captivating community with a rich cultural heritage unlike any other," said Leah Chandler, Chief Marketing Officer of Discover Puerto Rico. "We want visitors to understand that their journey can be transformative, not just for themselves, but for the Island and its people. Loving Puerto Rico means experiencing it consciously and meaningfully by respecting its culture, preserving its natural beauty, and connecting with its welcoming spirit."

The digital initiative was inspired by the effort "Return the Love", a campaign developed in 2022 to educate travelers about the measures in place to enjoy Puerto Rico during the pandemic. Through this new concept, Discover Puerto Rico encourages travelers to respect the destination and its people by supporting local businesses and artisans, as well as embracing the culture by tasting locally grown foods, enjoying the rhythms of salsa, bomba, and plena music, and discovering new and exciting experiences by venturing off the beaten path. Above all else, the project urges visitors to travel with care, treating the Island, its communities, and its nature with respect, especially during common high-travel seasons such as spring break, which is quickly approaching. The project will include a second phase with educational pieces integrating local organizations to leverage the message through the local tourism industry.

Visit discoverpuertorico.com/returnthelove to watch the video, learn more about the initiative, Amaury's favorite spots on the Island and find ways to engage with Puerto Rico's culture and environment responsibly and respectfully.

About Discover Puerto Rico
Discover Puerto Rico is a private, not-for-profit Destination Marketing Organization (DMO) whose mission is to make Puerto Rico visible to the world as a premier travel destination. The DMO brings prosperity to the people of Puerto Rico by collaboratively promoting the Island's diversity and uniqueness for leisure and business travel, and events. It is responsible for all global marketing, sales, and promotion of the destination and works collaboratively with key local governmental and nongovernmental players throughout Puerto Rico's visitor economy and the community at large, to empower economic growth. To discover all the beauty the Island has to offer, visit DiscoverPuertoRico.com.

SOURCE Discover Puerto Rico