Puerto Rico highlights quieter corners as tourism surges

Discover Puerto Rico says the island welcomed 8.1 million visitors in 2025, up 8% from the year before, and the tourism bureau is promoting an "Awaken Your Senses" campaign that directs visitors beyond San Juan toward regions such as Vieques, the east, the central mountains, Cabo Rojo and the south.

Puerto Rico reported a notable rise in visitors in 2025 and is using a new marketing push to spread travel beyond its busiest zones. The destination bureau's "Awaken Your Senses" campaign asks travelers to explore more of the island. Officials say many visitors still go to the Metro Area, so the bureau is highlighting other regions to broaden itineraries. This article outlines five of those quieter or less-built-up corners. Key details: - Discover Puerto Rico reports 8.1 million visitors in 2025, an 8% increase from 2024. - The bureau's "Awaken Your Senses" campaign aims to encourage deeper and wider visits across the island. - About 60% of visitors went to the Metro Area, and the bureau highlights six regions beyond San Juan. - Vieques has more than half its land protected as the Vieques National Wildlife Refuge, and Mosquito Bay is identified as the brightest bioluminescent bay. - Visitors to the west stayed an average of 6.6 nights, visitors to the south stayed 5.7 nights, and the islandwide average was five nights. - The central mountains are described as a coffee- and small-town region; Cabo Rojo is noted for rugged coastal landscapes; La Parguera is near one of Puerto Rico's three bioluminescent bays. Summary: The increase in visitors has led officials to promote quieter regions to distribute tourism beyond San Juan. The tourism bureau is emphasizing nature-focused and less built-up areas including Vieques, the east, the central mountains, Cabo Rojo and the south. Undetermined at this time.