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Acclaimed urban music artist Arcángel has become part of the new tourism initiative “Déjate Llevar” (Let Yourself Go), unveiled by the Municipality of San Juan and spearheaded by Mayor Miguel Romero Lugo during the International Tourism Fair (FITUR) in Madrid, Spain, which is the most significant global tourism marketing event of the year.
The “Déjate Llevar” campaign aims to establish San Juan and Puerto Rico as a “Global Stage for Music and Entertainment,” showcasing their rich cultural, artistic, and creative heritage.
“San Juan is widely recognized as a tropical destination, featuring beaches, natural beauty, world-class cuisine, culture, and over 500 years of history,” Romero Lugo stated on Thursday in Madrid. “However, relatively few realize that we are also a worldwide hub of music and entertainment. San Juan, Puerto Rico – on a per capita and per square meter basis – generates and exports more music and talent than any other place globally. We are the origin of genres like salsa, Latin jazz, bomba, plena, and urban music.”
The mayor underscored iconic talents including Héctor Lavoe, La India, El Gran Combo, Gilberto Santa Rosa, Marc Anthony, and Choco Orta in salsa, along with cellist Pablo Casals and saxophonist Miguel Zenón in classical music and jazz, respectively. In urban music, he mentioned Daddy Yankee, Bad Bunny, Ivy Queen, Vico C, and now Arcángel, who has taken on the role of spokesperson for the “Déjate Llevar” initiative.
As part of his dedication to economic and cultural growth, the mayor announced the establishment of the first municipal recording studio, which will be located in the historic Plaza del Mercado in Río Piedras. This initiative will be backed by a special fund designed to assist small business owners in the music sector.
“We aim to open the doors of our Capital City and create opportunities for emerging talents to launch their careers from San Juan to the global stage,” Romero Lugo expressed. “These efforts are intended to position San Juan as a hub for creativity and entrepreneurship, bolstering the music industry while contributing to the local economy’s growth.”
Additionally, on Thursday, Gov. Jenniffer González Colón inaugurated the Puerto Rico pavilion at FITUR and finalized a promotional agreement between the island’s government and Iberia Airlines, which is expected to have an economic impact of approximately $29 million.
