Social media drives youth travel to Puerto Rico | Top Stories

Today, travel has become an experience shaped by social media, especially among young people, and Puerto Rico stands out as one of the most attractive destinations for this generation, who often choose their adventures based on viral photos, influencer videos, and digital recommendations.

According to specialists consulted by EL VOCERO, this virtual influence has transformed the way young people plan and experience their trips, making Puerto Rico an ideal setting to live and share new experiences.

It is worth noting that a survey conducted by the travel deals platform Booking.com revealed that 77% of Generation Z uses Instagram as a source of travel inspiration, compared to 31% of Baby Boomers; while 80% of Baby Boomers use Facebook as their primary source of information.

The CEO of Discover Puerto Rico, Jorge Pérez, in conversation with EL VOCERO, confirmed that young people are a segment that is very attentive to social media and influencers.

“We’ve used influencers in our strategies to promote the destination. (Young people) listen to influencers a lot and are very attentive, and an influencer’s voice saying that Puerto Rico is a unique destination carries a lot of weight in this segment’s decision-making,” Pérez explained.

The executive also reported that, according to the visitor profile the agency uses, young people represent 18% of the island’s visitors in 2025. Similarly, it appears that they are single people without children who have greater ease of travel, and their main reason for visiting the country is leisure travel. He explained that young tourists (Generation Z) tend to use short-term rentals much more than traditional hotels compared to other generations that visit the island. He also indicated that the average stay for this group is 4.3 days, which is low, as the norm is five days; and the metropolitan area is the most popular destination for young people.

On the other hand, the Discover Puerto Rico executive mentioned that young people, compared to other tourist groups, spend less than the overall average of $3,000. The figure that young people spend is approximately $2,600.

“Despite everything, it’s an active group that enjoys the beaches, water activities, nightlife, and more. They also experience the culture and authenticity of the destination, which is something that really appeals to them,” Pérez commented.

Regarding the origin of the young tourists who visit the island, the executive indicated that they mainly come from the United States, although particularly during the months of urban artist Bad Bunny’s residency, young people from Spain, Mexico, and Colombia, among other countries, were observed.

Pérez emphasized that, although young people are attentive to social media platforms like TikTok and the influencers they see there, they also serve as ambassadors by sharing their experiences through their own social media accounts.

“These experiences and testimonials shared on social media are widely consumed and highly valuable when they talk about Puerto Rico as a destination,” said Pérez.

They will seek to increase the flow of young tourists

Pérez indicated that to increase the number of young tourists by 18%, many of the promotions they will have in 2026 will focus on adventures, highlighting Puerto Rico as a destination of natural beauty and offering adventure activities that appeal to this generation.

“These campaigns will be targeting this particular group. Since they don’t have children or other commitments, the conversion rate is faster. A campaign aimed at this group translates much more quickly into airline tickets and hotel reservations because they move much faster,” he explained.

High satisfaction levels. On the other hand, the Discover Puerto Rico executive mentioned that the satisfaction level among young people is higher compared to other groups. He explained that the satisfaction level of young people when traveling off the island is 93%, compared to 91% for other groups.

“This group tends to express greater satisfaction with the destination once they are surveyed,” Pérez noted.