IPW 2026: Bad Bunny’s Cultural Impact Drives Puerto Rico’s New Global Tourism Positioning
Puerto Rico arrived at IPW 2026 with a clear strategy: to transform the way tourism is communicated around the world.
emotional tourism
![IPW 2026: Bad Bunny’s Cultural Impact Drives Puerto Rico’s New Global Tourism Positioning.]()
Gustavo Santos: "Latin America will be the human heart of the tourism of the future"
Gustavo Santos, Regional Director of UNWTO for the Americas, stated that “Latin America will be the human heart of the tourism of the future” during an interview with ABC MUNDIAL at the 26th UNWTO General Assembly. Santos highlighted the strategic role of the region, which combines biodiversity, culture, and emotions to offer authentic experiences in an increasingly technology-driven world. According to Santos, “In the new paradigm, the human, the authentic, and the emotional will be the new luxury. Latin America is a collection of hugs, sharing meals, dancing, loving each other, and sharing life.”
- Region:
- World
- Category:
- Tourism
- Author/s:
- By Karina Giorgenello @losviajesdekarina, Pablo Pla @pablitopla
![Gustavo Santos: "Latin America will be the human heart of the tourism of the future"]()
