Rita Moreno lends voice to Puerto Rico’s new holiday campaign

Discover Puerto Rico has launched “Parranda Mode: ON,” a holiday campaign featuring the voice of award-winning Puerto Rican actress and singer Rita Moreno.

Running through Feb. 9, 2027, the campaign highlights the island’s extended festive season through music, cultural experiences, seasonal travel offers and a free New York City pop-up.

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, creating a celebration that grows as others join.

“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,” Moreno said. “Head to Puerto Rico and experience that spirit for yourself.”

A dedicated holiday hub brings together seasonal events, travel offers, recipes, cultural traditions and planning resources.

The campaign also includes a video voiced by Moreno, stories from local cultural voices and integrations during the Latin Grammys, Macy’s Thanksgiving Day Parade and Rockefeller Center Christmas Tree Lighting.

Celebrations beyond December

Puerto Rico’s festive calendar extends beyond Christmas through Three Kings Day, Las Octavitas and the San Sebastián Street Festival, followed by carnival celebrations in Ponce in February.

“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,” Jorge Pérez, CEO of Discover Puerto Rico, said.

“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 flavours that make each community distinctive. There are opportunities to join the festivities long after December 25.”

Highlights for travellers include:

• Three Kings Day, Jan. 6, 2027: Families and communities celebrate Día de Reyes, with children traditionally gathering grass in shoeboxes for the Magi’s camels before waking to gifts.
• Las Octavitas, Jan. 7–14, 2027: An eight-day extension of Christmas featuring gatherings, music and festive traditions.
• Fiestas de la Calle San Sebastián, Jan. 21–24, 2027: Known as SanSe, the festival fills Old San Juan’s streets and plazas with music, dancing, performances and Puerto Rican culture.
• Ponce carnival celebrations, February 2027: Carnaval de Vejigantes de la Playa de Ponce and Carnaval Ponceño showcase colourful masks, music and community traditions.

Visitors can also explore municipal Christmas tree-lighting celebrations and regional festivals, alongside seasonal dishes such as pasteles and arroz con gandules, cinnamon-spiced coquito and locally made artisan gifts.

New York pop-up

Discover Puerto Rico will bring the campaign to Chelsea Market Passage on The High Line in New York City on Dec. 3, from 11 a.m. to 6 p.m.

The free public event will feature three themed settings illustrated by Puerto Rican artist Mónica Paola Rodríguez, highlighting Three Kings Day and artisans, SanSe and Octavitas, and Ponce’s carnival traditions.

Live parranda music, cultural displays and complimentary samples of Puerto Rican holiday flavours will be available while supplies last. Attendees can also enter for a chance to win a trip to Puerto Rico.

For seasonal travel resources and event details, visit DiscoverPuertoRico.com/holidays.

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