Discover Puerto Rico Launches Holiday Campaign With Rita Moreno

Discover Puerto Rico today launched “Parranda Mode: ON,” a new holiday campaign starring the voice of the award-winning Puerto Rican actress and singer Rita Moreno, inviting travellers to experience how the Island celebrates one of the world’s longest holiday seasons through music, traditional flavors, and cultural celebrations.

Running through February 9, 2027, the campaign takes its inspiration from parrandas, Puerto Rico’s tradition of surprise musical visits. Friends arrive at someone’s door with instruments and songs, turning an ordinary evening into a celebration that grows as more people join. “Parranda Mode: ON” extends that invitation to travellers through Moreno’s campaign video, stories from local cultural voices, seasonal travel offers, and an immersive holiday pop-up in New York City on December 3^rd.

“The best part of a parranda is that you don’t stay a spectator for long. Before you know it, you’re singing, someone is handing you a plate of food, and you’re part of the celebration,” said Rita Moreno. “Head to Puerto Rico and experience that spirit for yourself.”

The campaign will introduce audiences to Puerto Rico’s celebrations through special integrations during the Latin Grammys, and some of the season’s most iconic holiday moments, including Macy’s Thanksgiving Day Parade and the Rockefeller Center Christmas Tree Lighting, among others.

The Artisans Hands, and Boricua Friend YouTube series will offer another way to discover the Island through local perspectives, alongside artisan and diaspora content shared throughout November and December across Discover Puerto Rico's social channels.

A dedicated holiday hub at DiscoverPuertoRico.com/holidays brings together seasonal events, deals, recipes, cultural traditions and travel-planning resources.

“Puerto Rico’s traditions are an invitation to participate. Travellers can meet the artisans behind a vejigante mask, discover the stories behind our holiday dishes and experience the music that brings our communities together,” said Jorge Pérez, CEO of Discover Puerto Rico. “With ‘Parranda Mode: ON,’ we’re inviting visitors to follow their interests across the Island, from holiday celebrations in our town squares to the artisans and flavors that make each community distinctive. There are opportunities to join the festivities long after December 25.”

Experience One of the World’s Longest Holiday Seasons

In Puerto Rico, the celebrations continue well beyond December 25. Christmas traditions carry through Three Kings Day, Las Octavitas and the San Sebastián Street Festival, while Ponce’s carnival festivities offer another opportunity to experience the Island’s music, artistry and community celebrations in February.

Travelers can build their visit around the traditions and experiences that interest them most:

• Holidays across Puerto Rico: Discover celebrations in communities throughout the Island, from Festival Mágico de Luces in Bayamón to Festival del Coquito in Vega Alta. Municipal encendidos navideños, or Christmas tree-lighting celebrations, bring communities together as town squares light up for the season, offering visitors opportunities to experience the festivities beyond San Juan.
• Three Kings Day, January 6, 2027: Experience one of Puerto Rico’s most cherished holiday traditions. Children gather grass in shoeboxes for the Magi’s camels before waking to gifts, while families and communities come together to celebrate Día de Reyes.
• Las Octavitas, January 7–14, 2027: An eight-day extension of Christmas following Three Kings Day, Las Octavitas keep the season alive through gatherings, music and festive traditions. For travelers arriving after the New Year, they offer another opportunity to experience the Island’s holiday spirit.
• Fiestas de la Calle San Sebastián, January 21–24, 2027: Puerto Rico’s most iconic festival transforms the historic streets of Old San Juan into a vibrant open-air celebration filled with music, dancing, performances and traditional Puerto Rican culture. Known as SanSe, the festival brings together residents and visitors to celebrate amid the neighborhood’s colorful streets and plazas.
• Ponce’s carnival celebrations, February 2027: Continue exploring the Island’s festive calendar through Carnaval de Vejigantes de la Playa de Ponce and Carnaval Ponceño, where colorful masks, music and community traditions showcase Ponce’s distinctive cultural identity.

Throughout the season, visitors can also explore Puerto Rico through its holiday flavors, from pasteles and arroz con gandules to cinnamon-spiced coquito and discover locally made gifts that connect them with the Island’s artisans.

Step Into Puerto Rico’s Holidays at a Free New York City Pop-Up

On December 3^rd, “Parranda Mode: ON” comes to life at Chelsea Market Passage on The High Line, where Discover Puerto Rico will welcome everyone from 11 a.m. to 6 p.m. for a free sensory introduction to the Island’s celebrations.

Guests can explore three themed vignettes– illustrated by Puerto Rican illustrator, Mónica Paola Rodríguez – where each door will allow guests to step into different scenes characteristic of Puerto Rico’s festive calendar:

• Three Kings Day and Artisans: Discover the magic, warmth and rich traditions that help make the Island’s festive season so distinctive.
• SanSe and Octavitas: Step into the vibrant music, rhythms and communal spirit that keep Puerto Rico celebrating into January.
• Carnaval Ponceño and Vejigantes: Explore the bold artistry and distinctive visual identity of the iconic masks associated with Ponce’s carnival traditions.

Live parranda music, cultural displays, and complimentary samples of Puerto Rican holiday flavors, available while supplies last, will offer a taste of the experiences awaiting travelers on the Island.

The event is free and open to the public. Attendees will also have the opportunity to enter for a chance to win a trip to Puerto Rico.

For event details and information on how to attend, visit https://www.discoverpuertorico.com/holidays.

Whether joining the celebration in New York or planning a trip to the Island, travelers can discover their own way to turn “Parranda Mode: ON” at DiscoverPuertoRico.com/holidays.