By: Dr. Janet Alvarez Gonzalez
Puerto Rico is one of the few places possess, within such a relatively small territory, an extraordinary combination of natural beauty, history, artistic talent, and cultural richness. Puerto Rico does not need to invent a tourism identity; it already possesses one of the most powerful cultural brands in the Caribbean.
Part of that international presence comes from its extraordinary artistic talent and its diaspora, which has given the world figures such as Zoë Saldaña, Rita Moreno, Benicio del Toro, Jennifer López, Luis Fonsi, Marc Anthony, Chayanne, José Feliciano, Bad Bunny, and Daddy Yankee, among many others. Each, across different disciplines and generations, has brought elements of Puerto Rican culture to millions of people and has contributed, consciously or unconsciously, to making Puerto Rico an internationally recognized cultural reference.
Flamenco Beach in Culebra has become one of the most recognizable images of Puerto Rican beauty and has received international recognition. Sun Bay in Vieques, the beaches of Luquillo, and Crash Boat in Aguadilla represent only a portion of our extraordinary coastal treasures. Each offers a distinct experience, from crystal-clear waters and white sand to surfing, bioluminescent bays, nature, tranquility, and spectacular scenery.
Nevertheless, Puerto Rico cannot be reduced to its beaches. Walking through Old San Juan is like walking through centuries of history. Its cobblestone streets, plazas, walls, fortifications, colonial buildings, and churches transform the city into a living museum. The Cathedral of San Juan Bautista, with a history dating back to the earliest years of Spanish presence on the island, is part of an exceptional historical and religious heritage. Culinary and coffee tourism represent an opportunity to connect visitors with farmers, restaurants, small businesses, artisans, and communities throughout the interior of the island.
However, there is a contradiction we cannot ignore. In 2024, tourism alone generated an estimated $18 billion in economic impact in Puerto Rico, including $11.6 billion in direct visitor spending. Puerto Rico possesses world-class attractions, yet it continues to face significant infrastructure challenges, particularly with its water and electrical systems, as well as roads, transportation, and the maintenance of public spaces. We cannot promote an international tourism destination without guaranteeing reliable basic services. Visitors need water, electricity, safe roads, efficient transportation, and well-maintained public spaces. But these same needs belong, first and foremost, to the people of Puerto Rico.
That is why investing in tourism infrastructure does not simply mean investing in tourists. It means investing in Puerto Rico. A reliable electrical grid benefits a hotel, and the family living next door. A modern water system benefits a restaurant, and the surrounding community. Safe roads benefit visitors, and the workers who use them every day. Tourism development should become a tool for creating jobs, strengthening small businesses, supporting farmers and artisans, and bringing economic opportunities to communities throughout the island.
Puerto Rico is a paradise. Now we must make sure that our infrastructure is worthy of that greatness. Puerto Rico does not need to convince the world that it is special. The world already knows it. What Puerto Rico needs now is leadership willing to match that greatness with action. It is the responsibility of the Executive Branch to ensure that our water systems, electrical grid, roads, transportation, and public infrastructure are capable of supporting the world-class destination that Puerto Rico has the potential to be. The world is ready for Puerto Rico. The question is whether Puerto Rico’s leadership is ready for the world.
