Discover Puerto Rico's Valentine's Day Initiative to Promote Responsible Travel to the Island

Discover Puerto Rico's Valentine's Day Initiative

On February 12, 2025, Discover Puerto Rico, the official Destination Marketing Organization for the island, unveiled its Valentine's Day initiative titled "Love Letter from Puerto Rico." The campaign stars renowned Puerto Rican actor and producer Amaury Nolasco and serves as a heartfelt invitation for travelers to explore the rich diversity of Puerto Rico while promoting responsible travel practices.

The initiative is a continuation of Discover Puerto Rico's "Live Boricua" campaign, which celebrates the island's vibrant spirit and culture. Nolasco's emotive video embodies a personal connection to the island, urging visitors to appreciate Puerto Rico as a living community deserving of respect and love. Nolasco said in an interview, "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."

The "Love Letter from Puerto Rico" video invites travelers to view the island through a culturally respectful lens, promoting deeper connections with Puerto Rico's people and its breathtaking landscapes. As Nolasco pens his love letter, viewers are treated to stunning visuals that showcase the island's dynamic culture, mesmerizing scenery, and the warmth of its local communities.

Leah Chandler, the Chief Marketing Officer for Discover Puerto Rico, emphasized the importance of this project, stating, "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."

This initiative is inspired by the earlier campaign called "Return the Love," which aimed to educate travelers about the responsible measures in place to enjoy Puerto Rico amidst the pandemic. The key message of this new project is to foster respect for the island's culture and its people, encouraging visitors to support local businesses and artisans, savor locally grown cuisine, and embrace the authentic rhythms of salsa, bomba, and plena music.

The initiative also invites travelers to venture off the beaten path, exploring unique experiences that reflect the island's cultural heritage. Notably, it underscores the importance of mindful travel, particularly during busy seasons such as spring break. "Love Letter from Puerto Rico" not only seeks to connect travelers with the island but also to teach the importance of treating Puerto Rico with care and respect.

Looking forward, the project plans to launch a second phase that incorporates educational components in partnership with local organizations, aiming to leverage the message through the local tourism industry.

To watch the heartwarming video, discover Amaury Nolasco's favorite spots on the island, and learn how to engage with Puerto Rican culture responsibly, visit discoverpuertorico.com/returnthelove.

About Discover Puerto Rico

Discover Puerto Rico is a private, non-profit Destination Marketing Organization focused on promoting the island as a premier travel destination. The organization works collaboratively with local government and stakeholders to enhance the visitor economy and support economic growth on the island. The mission is to highlight Puerto Rico's unique diversity and cultural richness for leisure and business travel. For more information about Puerto Rico’s beauty and offerings, visit DiscoverPuertoRico.com.