The Puerto Rico Tourism Company has officially launched a new regional tourism initiative designed to strengthen domestic travel and promote economic development across the island’s central and southern municipalities.

Executive Director Willianette Robles Cancel announced the launch of the Gastronomic, Tourist and Cultural Sea and Land Route, established under Law 142-2024. The initiative integrates mountain and coastal experiences into a single tourism concept aimed at showcasing Puerto Rico’s culinary, cultural and natural assets.

Governor Jenniffer González Colón said the project is intended to decentralise tourism development while supporting small businesses and local entrepreneurs.

“The Sea and Land Route is a concrete tool to strengthen our local economies and continue decentralizing tourism development. We are supporting our merchants, restaurants and businessmen, while promoting that both residents and visitors enjoy the cultural, gastronomic and natural wealth we have in every corner of the Island,” the Governor said.

Robles Cancel noted that the route adds to several existing tourism initiatives promoted across the island and brings together 15 municipalities under a unified concept celebrating Puerto Rican identity.

“This new proposal integrates 15 municipalities under the same concept that celebrates our identity and values the best of each community. From the mountains to the coast, we are promoting authentic experiences that drive sustainable economic development and consolidate tourism as an axis of regional growth,” she said.

The municipalities included in the route are Arroyo, Aibonito, Barranquitas, Cayey, Cidra, Coamo, Comerío, Corozal, Guayama, Juana Díaz, Naranjito, Orocovis, Salinas, Santa Isabel and Villalba.

The campaign aims to position tourism as a key economic driver in areas where commerce relies heavily on sales and service industries. Officials said the concept encourages weekend “road trip” experiences connecting the central mountain range with the southern coast under the theme “All under the same sun.”

Several restaurants and businesses across the participating towns will feature prominently in the initiative, highlighting local cuisine and culture. Among them are Los Amigos and Pal Pueblo in Cayey, Janellys Kitchen in Juana Díaz, Prime Market and Gallo Pinto in Guayama, Isla Cueva in Arroyo, Rincón Isleño in Villalba, Fonda de Angelo and Sunset Bar in Santa Isabel, and Asador San Miguel in Naranjito.

The campaign carries an estimated investment of $330,000 and will be promoted through an integrated marketing strategy including radio, print, digital platforms and billboards.

Officials said the Sea and Land Route invites both residents and visitors to experience authentic Puerto Rican culture by exploring the island’s diverse landscapes, flavours and traditions while contributing to sustainable regional growth.