Discover Puerto Rico: Inspiring Meaningful Travel through “Return the Love” Campaign

Social Impact Framework: Destination Stewardship 

What was the issue you were trying to address?

Tourism plays a vital role in Puerto Rico’s economy and global presence. While many visitors express a deep emotional connection to Puerto Rico, this affection doesn't always translate into travel behaviors that are respectful, informed, or community centered.

There was a growing disconnect between how Puerto Rico was being loved by visitors and how that love was expressed on the ground. This included a lack of visitor awareness about how actions impact local culture, communities, and natural spaces especially during peak seasons; a need for local voices and values in destination storytelling; and missed opportunity where travel could serve as a vehicle for mutual understanding, pride, and stewardship rather than passive consumption.

It created an imperative to close the gap between intention and impact, and to design new ways for travelers to honor the Island: not just by visiting, but by learning, listening, and giving back in meaningful ways. 

What were the stated objectives of this initiative?

The Return the Love initiative was born out of a desire to inspire more intentional, meaningful travel while honoring the deep emotional connection many visitors feel for Puerto Rico. We wanted to celebrate the special bond that forms when people experience the warmth, culture, and natural beauty of the Island—and invite them to experience Puerto Rico in a responsible and respectful way, because when you love our Island, our Island will love you back.  

At its heart, Return the Love also focused on educating travelers about how to explore Puerto Rico with respect, awareness, and care for both people and places. Through simple yet powerful calls to action, the initiative became a vehicle for deeper goals: strengthening emotional ties with past visitors, fostering a sense of pride among locals, and elevating community voices to the forefront.  

Highlights like the “Love Letter from Puerto Rico” featuring Puerto Rican actor and producer Amaury Nolasco, along with a series of educational videos spotlighting local partners, helped bring these values to life. Through storytelling and personal connection, we invited travelers to see Puerto Rico not just as a destination—but as a community to love and respect. 

Beyond the emotional message, our objectives included promoting responsible tourism, deepening engagement through heartfelt storytelling, increasing awareness via our campaign landing page, and ultimately motivating intentional, love-filled travel to Puerto Rico. 

What were the specific metrics you used to measure the success of your efforts?

To understand the campaign’s reach and impact, we measured a blend of digital engagement, media visibility, and local industry response.

We tracked engagement rates across social media platforms—including likes, shares, comments, and saves—to gauge how the messaging resonated with our online audience. Public relations performance and media impressions helped us understand the broader visibility of the campaign in reputable outlets. We also gathered partner feedback and evaluated participation from local businesses to see how the initiative landed within the community.

A key qualitative metric was perception: by monitoring local sentiment and minimizing negative narratives around tourism during peak seasons like spring break, we were able to assess how well the initiative helped reframe the visitor experience through the lens of respect and cultural awareness. 

What were the specific outcomes and results of your efforts?

The Return the Love campaign marked a milestone as the first celebrity-led effort focused on promoting responsible tourism in Puerto Rico. Its success spanned digital, media, and community engagement:

• The initiative generated 246.4 million impressions through social media and media outreach.
• With press release distribution included, total campaign impressions reached 460.3 million.
• Earned an Estimated Media Value (EMV) of $4,929,357.02.
• Earned media placements included USA Today, Travel and Tour World, MSN, Naples Daily News, Pocono Record, Insider Travel Report, and The Daily Record, among others.

On the Island, tourism stakeholders and local partners reported stronger visibility and deeper engagement. Many expressed a renewed sense of pride in being represented in a campaign that championed sustainability and culture—an approach that felt aligned with our shared values and the future we want for Puerto Rico. 

What other best practices or key lessons can you share?

One of the clearest takeaways from Return the Love was the power of education, when done right. Travelers want to do better, but they need guidance that resonates emotionally and practically. By framing responsible tourism through real people and heartfelt moments, we were able to inspire behavior that honors both the visitor experience and the community they’re entering. 

We also learned:

• Authentic storytelling matters: The heartfelt narration by Amaury Nolasco and stories from local leaders and businesses connected with audiences far more deeply than traditional marketing ever could.
• Repetition builds trust: Sustaining the message across multiple touchpoints helped it take root and feel authentic.
• Local voices create pride: Featuring real people fostered trust and emotional investment—both on the Island and beyond.
• Timing is everything: Aligning content with seasonal trends and behavioral data helped amplify the campaign’s reach.
• Agility drives relevance: Listening in real-time and adjusting messaging helped us stay connected and effective.