San Juan launches new ‘Capital del Encanto’ campaign
The Municipality of San Juan has launched a new tourism campaign, “San Juan, Capital del Encanto” (“San Juan, the Capital of Charm”), which officials said is designed to position the city as a leading Caribbean destination.
The initiative, according to municipal officials, is intended to strengthen the capital’s appeal for visitors, support economic development and raise its international profile.
“San Juan has it all. It’s the city where history and modernity, tradition and innovation intersect,” Mayor Miguel A. Romero-Lugo said in announcing the campaign. “With this campaign, we want to show tourists that San Juan isn’t just for visiting. San Juan is for living, enjoying and remembering.”
The municipality said the campaign presents the capital as offering varied experiences — the charm of Old San Juan, the energy of Santurce, the beaches of Condado and Ocean Park, and the culture of Río Piedras. Officials said it will also include a culinary tour featuring restaurants, cafés and chinchorros, or roadside bars and eateries.
“Just by coming to San Juan, visitors can experience a taste of the island’s charm,” Romero-Lugo said. “San Juan is the gateway to the Caribbean and a reflection of our culture.”
