Mountains, rainforests, waterfalls, beaches … you’ll find all this and more during a visit to Puerto Rico. These ideal landscapes draw visitors in from all over and set the stage for both a relaxing and adventurous vacation. It doesn’t take long to figure out the most alluring attraction, though – Puerto Rico’s culture is the true heartbeat of the Island. Visitors are met with a warm embrace upon arrival and are treated as family instead of tourists.
During a visit to Puerto Rico, travelers should not only enjoy the scenery but also look beyond the beach and learn about the people and experiences that make this Caribbean Island so unique. The people on the Island call themselves Boricua, a word that derives from Borinquen and honors the Island’s heritage. Discover Puerto Rico invites guests to “Live Boricua” on their next trip to the Island.
What Does It Mean to Live Boricua?
Created by Discover Puerto Rico and backed by local voices, the Live Boricua movement was introduced to celebrate the Island’s way of life. When asked what it means to be Boricua, one Puerto Rican described it as being similar to the coqui: “Being Boricua is like the coqui, our native frog, that it is very small, but when it makes noise, it is heard all over the world,” she said. Another local woman added, “It’s our heritage; it’s who we are.”
To Live Boricua means to follow in the footsteps of the local people – taste the passion in the flavors of the Island, discover the rhythms of the day and soak up the vibrant way of life. Living Boricua is letting go of the ordinary and experiencing the true joys of Puerto Rico.
Sharing the Spirit of the Island
Visitors won’t find the Boricua way of life anywhere else – as it’s unique to Puerto Rico – but they can’t miss it when they step foot on the Island. They’ll see it in the bold styles, hear it in the rhythms and melodies that seem to play on every corner, and they’ll taste it in every bite of food. Travelers are embraced by this blissful way of life, and they can discover more by learning about the diverse history of the Island. They soon find themselves transitioned into the Live Boricua state of mind – happy, celebrating every moment.
"We know that our visitors are as interested in our tropical climate as much as they are interested in our culture, which is second to none. Our culture best sets us apart from other destinations, and our campaign reflects that," said Leah Chandler, Chief Marketing Officer of Discover Puerto Rico, in a statement when the campaign was launched internationally. "We want travelers to get to know Puerto Rico and have an authentic experience of the Island's culture with so much to offer in its gastronomy, music, values, and Caribbean heritage that mixes many world flavors."
Puerto Rico’s Boricua Experiences
There are many ways to learn about Puerto Rico’s rich history, and one of the best ways is to visit historic sites. In addition to the cultural value these sites provide, travelers are also treated to stunning scenery. Caguana Indigenous Ceremonial Site, Centro Ceremonial Indígena de Tibes and La Fortaleza are just a few of the many memorable historic sites to add to an itinerary.
Another experience not to miss when visiting Puerto Rico is learning the local dances. From live bands to blaring jukeboxes, visitors can easily find a place to dance any day of the week. Salsa, Bomba and Décima are among the types of dances often seen on the Island.
Whether you’re hiking to a waterfall surrounded by beautiful views or dancing the night away at a party, it doesn’t take long to become immersed in the Puerto Rican culture, to Live Boricua. These are the moments that will have you coming back to visit time and time again.
Travel advisors interested in learning more about Puerto Rico can visit https://www.discoverpuertorico.com/travel-professionals.
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