Puerto Rico builds on growth with “Awaken Your Senses” campaign
Puerto Rico is strengthening its position as one of the Caribbean’s fastest-growing destinations for international visitors as global travel trends continue to shift – with demand from long-haul travellers rising across key European and Latin American markets.
In 2025, the Puerto Rico recorded a 16% increase in available international air seats, with standout growth from Spain (+20%), Colombia (+54%), and Mexico (+54%).
Those results translated directly into visitor growth – with European arrivals to San Juan increasing by 23%, South American arrivals rising by 47%, and Spanish visitation more than doubling, increasing 116% year-over-year.
During U.S. Travel Association’s IPW in Greater Fort Lauderdale, Storm Tussey, Chief Marketing Officer of Discover Puerto Rico, observed that: “Puerto Rico is entering a new chapter of international tourism growth. We are seeing travellers increasingly choose the Island not only because of accessibility and connectivity, but because they are looking for authentic cultural experiences that create emotional connection and lasting memories.”
Looking ahead to 2026, Puerto Rico Tourism Company is leading and actively working with Discover Puerto Rico to secure around 10 new direct international routes from Europe, Latin America, and other markets.
Despite a 12% decrease in overall international seat capacity for 2026 due primarily to the discontinuation of shorter Caribbean routes, Puerto Rico continues seeing strong momentum in long-haul markets.
Seats from Spain are projected to increase 46%, while European arrivals through Q1 2026 are already up 29%. South American arrivals continue growing at +11%.
The data reflects a shift toward a more geographically diverse international visitor profile, one that tends to stay longer, spend more, and seek deeper cultural immersion.
Said Tussey: “This is not simply about increasing visitor volume. It’s about attracting travelers who truly want to engage with Puerto Rico’s culture, gastronomy, music, nature, and local communities. That creates stronger long-term value for the destination and for the people of Puerto Rico.”
This international growth strategy is supported by Awaken Your Senses, Discover Puerto Rico’s latest global campaign focused on showcasing the Island through culture, emotion, and authentic local experiences.
As part of its long-term tourism vision, Puerto Rico is also strengthening its positioning as a Caribbean hub for live entertainment, concerts, culinary tourism, and cultural experiences while continuing to expand global visibility through strategic partnerships and international air connectivity.
