San Juan promotes tourism with immersive ‘Wepa’ campaign in Madrid
The Municipality of San Juan has launched a tourism campaign in Madrid as part of its broader international branding strategy.
The effort, led by Mayor Miguel A. Romero, marks the return of the city’s “Wepa” installation to Gran Vía, one of Europe’s busiest pedestrian corridors.
The “Explore San Juan: Let Yourself Go” campaign features a 20-by-8-foot “Wepa” structure outside Madrid’s Capitol Theater, an area with an estimated 140,000 daily passersby — rising to 200,000 on weekends.
“San Juan has an energy that can’t be described in words; you have to feel it,” Romero said. “That’s why we’re bringing that excitement to one of Europe’s busiest avenues.”
Videos highlighting San Juan’s attractions — from its historic sites to the global spotlight drawn by Bad Bunny’s ongoing concert residency — are running on the theater’s exterior screens up to 80 times a day.
“This presence in Madrid is not an isolated initiative, but rather part of a clear strategy to position San Juan at key moments,” said Daphne Barbeito, the city’s director of economic development and tourism.
She cited Spain’s growing interest in San Juan and the city’s long-term global efforts tied to events like the San Sebastián Street Festival.
According to data shared by the campaign, San Juan could receive up to 200,000 international visitors in the coming months.
