Tourism Co. unveils cultural campaign ‘The Sounds of Puerto Rico’
The Puerto Rico Tourism Co. has announced the launch of a new cultural campaign, “The Sounds of Puerto Rico,” aimed at connecting international visitors with the island’s heritage through music and immersive audio experiences.
Set to debut July 28, the campaign will roll out in phases across major tourism zones, beginning with the island’s main airport, officials said.
“We have been developing the new initiative for the past few months, which will serve as a letter of introduction for visitors from abroad and allow them to connect with our culture upon arrival at the main airport,” said Willianette Robles-Cancel, executive director of the Tourism Co.
The campaign will feature a blend of traditional music and ambient sounds from Puerto Rico’s natural landscapes. Sound installations and signage will be placed in airports, transit hubs and other key public areas to provide travelers with an immediate sense of place.
Pre-launch activities have already taken place at the Puerto Rico Coliseum and the Hato Rey Urban Train station. The coliseum’s outdoor plaza was activated with cultural exhibits and live music, including a performance by the group Plenéalo, offering a preview of the campaign’s broader rollout in August and September.
Tourism officials said the campaign coincides with an expected increase in visitor arrivals during the late summer months.
