Culture, Concerts, and Tourism
How impactful can culture be to the long-term economy of an entire nation? For 30 days this summer, Benito Antonio Martínez Ocasio, known around the world as Bad Bunny, is giving us a glimpse of what culture can do. As a catalyst of PR’s global cultural recognition, he brings Puerto Rican culture, politics, and legacy to life through his music. His 30-day “No Me Quiero ir de Aquí” concert residency in San Juan is expected to bring in hundreds of millions of dollars, create thousands of jobs, and, most crucially, place Puerto Rican culture on center stage. BASELINE TOURISM STATISTICS
The 30-day residency takes place in the summer quarter, overlapping a traditionally slow period of tourism in Puerto Rico. International travelers tend to avoid the warmer weather of the tropical summer, instead favoring the cooler months. Last year, the Instituto de Estadísticas de Puerto Rico reported a total of approximately 840,000 visitors during the July through September months, including both international visitors and Puerto Rican residents travelling within the country. From these visitors, the total expenditure was approximately $654,000,000, 52% of which came from Puerto Rican residents. The majority of international tourists visit San Juan, where Ocasio’s residency is taking place. Almost all of them stay in hotels or short-term rentals, and 90% of hotel occupants last summer attended a concert. Examining the behavior of last year’s total visitors– including Puerto Rican residents travelling within the country– 86% attended a concert or nightlife event, clearly highlighting entertainment’s value as a driver of summer tourism. 2025 SHOW
The No Me Quiero ir de Aquí show began on July 11 and continues through September 14 at the Coliseo de Puerto Rico San Juan, which holds around 18,500 people. In a decision consistent with Ocasio’s values, the first 9 shows were reserved exclusively for Puerto Rican residents, prioritizing local accessibility first and foremost. He recently called the US an “unnecessary” destination for his last tour, and the ticket sales for the San Juan residency prove it. After going live in January, tickets for the tour sold out in hours, and subsequent resale tickets ranged from $300-$5,000. Over 600,000 people are expected to attend— double the typical number of summer tourists. Ocasio strives to bring visibility to his hometown, rather than defaulting to the typical US-centered schedule. Many Puerto Ricans in the US, like Alex Torres of Ohio, are grateful for the opportunity to experience the cultural music celebration in their own country. “It’s a great way to reconnect with your family, friends and everything we left behind,” she said. Bringing fans to the site of his artistic inspiration allows Ocasio to strategically support his identity and develop a genuine sense of community with his fanbase, helping to create the lasting economic impact he aims to achieve. ECONOMIC IMPACT
As his fans from around the world flock to San Juan, Puerto Rico is conservatively estimated to receive at least a $200 million influx of economic activity across multiple sectors. In particular, flights, hotels, hospitality, and service industries are expected to surge, despite the traditionally slower season. After the initial ticket release in January, both flight and hotel bookings skyrocketed. Flight searches to PR increased by 12%, airfare bookings by 14%, and hotel occupancy by nearly 70% in July and August, with many visitors booking close to 6 months in advance; an estimated 35,000 hotel nights were booked. Even short-term rental bookings boomed, with a 200% increase in September compared to last. The staggering numbers prompted major corporate sponsors like JetBlue airline and Vibee events to create Bad Bunny-themed partnerships for the summer event, creating even more attractiveness for travelers. For instance, Vibee, an events company, partnered with hotels like the Fairmont San Juan to create themed packages for travelers. Packages range from $519 to $907 per person, and include everything from basic accommodations to exclusive event perks. The VIP concert and hotel package includes reserved concert tickets with priority entry, a 2-night hotel stay, and VIP access to pool parties and merchandise. TOURISM TRENDS
An estimated 3,600 jobs for local Puerto Ricans will be created as a direct result of the residency, impacting events, transportation, dining, entertainment, and hospitality. While many of the opportunities are tour-specific and temporary, positive tourism trends suggest growth is more sustained. While international tourism to the US is sharply declining, travel to Puerto Rico is on the rise. This year, the U.S. economy is projected to lose approximately $12.5 billion in international tourist spending due to a 22.5% decline in visitors since 2024. In contrast, travel to Puerto Rico was up 8% in 2024 from the previous year— marking the fourth consecutive year of positive growth. CONCLUSION
Without a doubt, the magnetic energy of Puerto Rico projected by Ocasio has revived a global intrigue around the culturally rich destination, encouraging sustained international travel that extends beyond his 30-day stop. Ocasio’s concert residency will create an immediate economic impact this summer, transforming the city of San Juan into a vibrant summer party booming with tourists from around the world. His influence, however, extends well beyond September. As he continues to use his platform to promote equality, passion, and cultural pride, Ocasio has become an artistic icon helping to shape a sustainable, long-term future for the Puerto Rican economy. SOURCES
Puerto Rico Tourism Company – Statistics. Puerto Rico Tourism Company, Accessed 30 July 2025. Visitor Profile Fiscal Year 2023–2024. Puerto Rico Institute of Statistics and Puerto Rico Tourism Company, Oct. 2024. Accessed 30 July 2025. Bad Bunny Presents ‘No Me Quiero Ir de Aquí’ Residency & Hotel Package. Fairmont El San Juan Hotel, 2025. Accessed 30 July 2025. Bad Bunny Packages. Vibee, 2025. Accessed 30 July 2025. ‘Bad Bunny Has Given Puerto Rico a “New Influence” on the World Stage, Proud Fans Say’. NBC News, Accessed 30 July 2025. Bad Bunny Puerto Rico Tourism. USA Today, 20 July 2025. Accessed 30 July 2025. “Bad Bunny’s 30-Day Concert Residency in Puerto Rico Is Set to Begin…” CNN, 11 July 2025. Accessed 30 July 2025. U.S. Economy Set to Lose $12.5B in International Traveler Spend This Year. World Travel & Tourism Council (WTTC), Accessed 30 July 2025. Parker, Jennifer-Leigh. Puerto Rico Tourism Hits Record-Breaking High. Forbes, 12 Feb. 2025. Accessed 30 July 2025.