Bad Bunny’s Residency Revitalizes Puerto Rico’s Off-Season Economy

Puerto Rico's economy is experiencing a notable boost thanks to the extended concert residency of the acclaimed Puerto Rican rapper Bad Bunny.

The artist's three-month series of 30 shows in San Juan has sparked a surge in tourism and local spending during a period typically marked by a slowdown in visitor activity.

Historically, tourism declines by 25 to 45 percent during the Atlantic hurricane season from June to November, with lodging rates dropping as much as 50 percent. Tourism contributes roughly 7 percent to Puerto Rico’s $114 billion economy.

Bad Bunny’s residency, which concludes on September 14, is projected to attract around 600,000 attendees and generate an estimated $250 million in direct economic impact. Total expenditures related to the event, including ancillary spending, are expected to exceed $400 million.

This residency precedes Bad Bunny’s upcoming eight-month global tour starting in December and follows the trend of massive tours by leading artists, such as Taylor Swift and Beyoncé. His 2024 world tour has already grossed $208 million.

Economic forecasters recently upgraded Puerto Rico’s 2025 growth outlook to 0.4 percent, up from 0.3 percent, partly attributing the improvement to the residency’s influence. Analysts acknowledged that without an interest in the artist, this economic uplift might have gone unnoticed.

However, experts caution that this surge is temporary, with a projected slowdown in 2026 as the residency’s stimulus wanes and related temporary jobs conclude.

Efforts to leverage this event to boost tourism are genuine, according to Jorge Perez, manager of San Juan’s Coliseo de Puerto Rico José Miguel Agrelot, the 19,500-seat venue hosting the concerts.

The initial nine shows were exclusively available to residents, selling approximately 80,000 tickets priced between $35 and $250 within eight hours, generating nearly $11 million. Subsequently, 400,000 tickets open to the general public sold out in four hours earlier this year.

Alejandro Pabón, partner and promoter at Move Concerts—the residency’s producer—remarked that securing sufficient hotel accommodations was a key consideration. A Live Nation affiliate, Vibee, coordinated lodging, leading to the rapid sellout of 34 hotels within 35 hours.

Short-term rental revenue in San Juan has more than doubled compared to last year, according to AirDNA, a global tracker of vacation rentals.

Jamie Lane, AirDNA’s chief economist, noted that while major events like the Paris Olympics or the Super Bowl temporarily boost local economies, this residency represents a unique, sustained increase in one city.

Tanya Orbera, founder of Real PR Travel, capitalized on the surge in bookings by initially offering party bus packages to concert attendees. After limited uptake, she expanded the service to include transportation for anyone attending events at the coliseum, where vendors host activities during show nights.

The area surrounding the coliseum, once considered a business district with limited tourist appeal, has seen increased foot traffic. Camilo Pulido, owner of the men’s beachwear store Arrecife, reports a rise in American tourist customers and a more than fourfold increase in online sales driven by U.S. orders tied to the concerts.

From January to June 2025, Pulido’s revenue matched his total earnings for the entire previous year. Uncharacteristically for hurricane season, he has expanded his staff from two to six part-time employees.

Discover Puerto Rico is utilizing the influx of visitors and spending to promote local businesses beyond the usual tourist hotspots, highlighting cultural experiences such as traditional bomba dance classes and coffee farm tours. The agency is also marketing locally made products, including residency-themed swimwear created by Pulido’s company.

Rosa Torres Feliciano, owner of Tía Cocina café near Guaynabo, has been actively promoting neighborhood businesses on social media to encourage concertgoers to explore and support local establishments.

She expressed hope that while not every visitor will come to her café, increased visibility can encourage patrons to discover multiple small businesses in the area, fostering a supportive community atmosphere.