Not all tourists are created equal: How you can be one of the good ones
The campaign is part of the Live Boricua initiative, a movement designed to highlight the island’s vibrant culture while urging visitors to travel mindfully.
The video, aims to send the message that a visit to Puerto Rico can be about much more than partying in San Juan.
“Puerto Ricans will give you the shirt off their backs,” Nolasco said. “If you’re invited to a home, you will always be offered food. Where two can eat, ten can eat.”
A different kind of tourism
Nolasco’s campaign encourages visitors to support local businesses, respect historical and cultural sites, and explore beyond the typical tourist hotspots.
“I always tell people: Don’t just stay in San Juan,” Nolasco said. “Try chinchorreo (hopping from one little roadside bar to another), meet locals … that’s how you really experience Puerto Rico.”
The initiative also reminds travelers to tread lightly on the island’s fragile ecosystems. Overcrowding and environmental degradation have become pressing concerns, particularly in places like Flamenco Beach in Culebra and El Yunque National Forest.
“Puerto Rico is not like visiting Miami. There are clubs, yes, but we prefer to party outdoors, talk, eat and chill,” Nolasco said. “When you come here, it’s like you’re stepping into someone’s home. Treat it that way.”
An open invitation
For Nolasco, who left Puerto Rico about 30 years ago to pursue acting, this is an opportunity to rekindle connections. “Puerto Rico is a place you carry with you,” he said. “When someone else wins an award, they don’t say, ‘This is for Massachusetts,’ but when a Puerto Rican wins an award, we say, ‘This is for Puerto Rico.’ It’s in our blood.”
Although the island is a U.S. territory, the cultural nuances that make it unique should not be overlooked by tourists, especially as the industry grows.
“I was going to Tulum before it became this popular, back when you’d be shirtless all day and enjoying the magic of the place, but then it started getting very developed” Nolasco explained. “With Puerto Rico, I don’t want us to lose what makes us … unique for the money.”
Josh Rivera is USA TODAY’s Travel editor.
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Publish date : 2025-02-11 23:03:00
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