On any given Friday, La Placita – in the neighborhood of Santurce in San Juan, Puerto Rico – is packed with partygoers drinking on the street shoulder-to-shoulder as they hop from one bar to another.
It’s a cacophony of music and smells with numerous restaurants interspersed in what is otherwise a marketplace during the day.
At a glance, it’s emblematic of Puerto Rican culture – a community enjoying music, food and dancing under the stars. But when you look closer, you can hear the music is often a track taken from the U.S. Top 40 Hits, the drinks are imported beer, and the food is some sort of Puerto Rican treat with an American twist. Your ears perk up when you hear Spanish because almost everyone around you is a tourist.
La Placita, which used to be a local haven in a tourist area, has been through a transformation. It’s not a surprise to locals and it shouldn’t shock travelers. Just this past year the island welcomed over 6.6 million air passengers, a record-breaking 8% increase from the previous year, according to Discover Puerto Rico.
The island’s hospitality sector grew by 5%.
Many places around the world are grappling with the effects of overtourism. European countries have added tourist fees to popular spots, some cruise lines are opting for smaller ports of call, and even Hawaiians have called for a curb in visitors.
“We’re not opposed to tourism – we want it. But it has to be responsible,” Nilda García, president of the ecological organization Coalición Pro Corredor Ecológico del Noreste, told USA TODAY.
Tourism’s economic impact on Puerto Rico is undeniable. The sector contributed $7.6 billion to the island’s GDP last year, representing 6.6% of the total economy. Comparatively, tourism represented about 17% of Hawaii’s economy in 2023. However, Puerto Rico’s rapid growth has also raised concerns about sustainability, environmental degradation and cultural erosion. With an influx of visitors – many of whom still concentrate in the San Juan metro area – Puerto Rico is at a crossroads: How does it sustain this growth while preserving its rich heritage and fragile ecosystems?
Travel beyond San Juan
For years, Puerto Rico’s tourism marketing focused heavily on its capital. Locals still remember the “Puerto Rico ¡Lo hace mejor!” campaign inviting them to be welcoming of foreigners. Now, there is a conscious effort to maintain the same hospitality while shifting away from crowded areas.
Discover Puerto Rico, the island’s destination marketing organization, launched initiatives to educate visitors about lesser-known regions, aiming to decentralize tourism from popular areas like Old San Juan and El Yunque.
The latest campaign encourages travelers to go beyond the beaches and engage with Puerto Rican culture, whether through gastronomy in Cayey, heritage tourism in Ponce, or adventure travel in the central mountains. The strategy is working. While 66% of travelers stay in the metro urban area, according to Discover Puerto Rico, 39% of visitors now explore the island’s east coast, 29% venture south and another 29% head west.
“This is about changing perceptions,” Davelyn Tardi, public relations director for Discover Puerto Rico, told USA TODAY. “We are not an all-inclusive Caribbean resort destination. We have history, culture, art and traditions that we want visitors to experience firsthand.”
Efforts to support small businesses and community tourism have also been critical. Through town halls and roundtable discussions, Discover Puerto Rico said it has provided training on digital marketing, social media and visitor engagement to help local businesses adapt to the rising number of tourists. In Loíza, for example, Sheila Osorio, founder of Taller de Bomba N’Zambi – a bomba dance school – got social media and translation support and now attracts visitors from around the world.
Tourism will always leave an environmental footprint
As visitor numbers climb, so do concerns about environmental sustainability.
“Eco-tourism means more than just being in nature – it means respecting it,” García said.
The Northeast corridor, home to lush forests and a nesting ground for the endangered leatherback turtle, has been one of the areas most affected by unregulated tourism. Visitors leaving trash, venturing into restricted areas and using off-road vehicles in protected zones have become growing issues.
“We constantly educate visitors about respecting nature, but many still ignore signs and warnings,” García said. “We’ve seen ATVs tearing through sand dunes and even horse tracks over turtle nests. It’s heartbreaking.”
To combat this, community organizations are pushing for stronger regulations on tour operators (both local- and foreign-owned) and stricter enforcement of environmental protections.
“Tourism should not just serve visitors; it should work for the people who live here year-round,” García added.
Some businesses have already embraced a more responsible approach to eco-tourism. Roca Norte Climbing Gym in Vega Baja and Finca Gaia in Dorado have incorporated sustainable tourism models, integrating agrotourism, conservation and cultural immersion experiences. These efforts align with Puerto Rico Tourism Company’s sustainable tourism program, which ensures that businesses meet environmental and ethical standards.
The rising toll on local culture
“The biggest impact of tourism isn’t just waste or pollution – it’s cultural,” Arturo Massol Deyá, director of community-based organization Casa Pueblo, told USA TODAY. “When visitors come without integrating, they create a kind of contamination.”
While tourism brings economic benefits, it also has a rising cost for locals. In towns like Luquillo and Rincón on opposite sides of the island, where tourism has boomed, housing prices and the cost of living have surged, making it harder for residents to afford homes.
“Many tourists don’t just visit; they come with the intention of buying property,” Massol Deyá added. “This drives up land prices and displaces locals.”
The once-affordable food kiosks along the beachfront are now dominated by high-end restaurants catering to tourists, leaving many locals feeling priced out of their own communities.
“We love welcoming visitors, but we live here year-round,” said Massol Deyá, whose organization hosts tourists looking to volunteer in local communities and learn from sustainable practices. “It’s great that businesses are thriving, but when a simple breakfast is suddenly out of our price range, it makes you question who tourism is really serving.”
This mirrors concerns in Hawaii, where a more Native Hawaiians now live in mainland U.S. than on the islands, and a growing number of residents have pushed for regulations on short-term rentals and foreign property buyers to protect local housing markets. Puerto Rico hasn’t introduced similar policies.
What’s the future of Puerto Rico travel?
Puerto Rico is at a pivotal moment. With 82% of Puerto Ricans supporting tourism as an economic driver, according to Discover Puerto Rico’s ongoing research, the challenge is ensuring that growth does not come at the expense of culture, affordability or the environment.
“If we don’t regulate tourism, the environment will be damaged, and in the end, everyone loses,” García said.
Looking ahead, new initiatives aim to further integrate community-based tourism into the island’s strategy. A voluntourism model, similar to Hawaii’s Malama and the efforts of Casa Pueblo, is a possible step forward – where businesses are required to offer community service projects for visitors.
“We don’t want a tourism of detachment, where people just enjoy the beaches and leave without understanding Puerto Rico,” Massol Deyá said. “Tourism should create long-term relationships with the island, not just a collection of Instagram photos.”
Puerto Rico’s identity as a tourist destination is evolving – with an added boost from local artists with global recognition, like Bad Bunny or Daddy Yankee. Beyond its white-, black- or golden-sand beaches and historic forts, the island has the opportunity to carve out a new role as a model for responsible travel. One where visitors don’t just take from the island but give back to it.
“Responsible tourism isn’t just about what you do while you’re here but how you continue contributing after you leave,” Massol Deyá added.
Josh Rivera is USA TODAY’s Travel Editor.
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Publish date : 2025-03-02 20:03:00
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