Bad Bunny's Concert Residency Boosts Puerto Rico's Economy Amid Off-Season Tourism

Puerto Rico’s economy is experiencing a significant boost thanks to Bad Bunny’s ongoing concert residency.

The acclaimed Puerto Rican rapper’s three-month series of 30 shows in San Juan is driving a surge in the island’s economy by attracting fans during a period that usually sees a downturn in tourism.

Tourism in Puerto Rico typically declines between 25% and 45% during the Atlantic hurricane season from June to November, with accommodation prices dropping as much as 50%, according to tourism authorities. The tourism sector contributes roughly 7% to Puerto Rico’s $114 billion economy.

Bad Bunny’s residency, scheduled to conclude on September 14, is expected to draw approximately 600,000 attendees and generate a direct economic impact of $250 million, based on estimates from Moody’s Analytics. Total spending, including expenditures beyond concert-related purchases, is projected to reach $400 million.

This residency comes just before Bad Bunny’s eight-month global tour commencing in December and follows recent mega tours by top artists that have set records in ticket sales, such as Taylor Swift’s Eras Tour and Beyoncé’s Cowboy Carter tour, which grossed billions combined. Bad Bunny’s upcoming 2024 world tour has already generated $208 million in ticket revenue.

Moody’s recently raised its economic growth forecast for Puerto Rico in 2025 from 0.3% to 0.4%, partly attributing the revision to the impact of the residency. Jesse Rogers, head of Latin America Economics at Moody’s Analytics, remarked that if his team were not fans of Bad Bunny, they might have overlooked the residency’s economic significance.

However, Rogers cautioned that this economic stimulus is temporary. He predicted slower growth in 2026 as the boost fades and temporary jobs created by the residency come to an end.

Jorge Pérez, director of the 19,500-seat José Miguel Agrelot Coliseum in San Juan where the residency is held, emphasized the genuine effort to leverage the concerts to benefit tourism.

During the first nine shows, which were initially open only to residents, around 80,000 tickets sold within eight hours, ranging from $35 to $250 and generating nearly $11 million in revenue. Another 400,000 tickets available to the general public sold out in four hours earlier this year.

Alejandro Pabón, partner and promoter at Move Concerts, the residency’s producer, acknowledged the anticipated strong economic impact. Upon securing the venue dates, the immediate concern was whether there were enough hotel rooms to accommodate attendees. Vibee, a Live Nation unit managing hotel bookings, successfully sold out 34 associated hotels within 35 hours.

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

Jamie Lane, AirDNA’s chief economist, noted that such rental surges are typically seen during major events like the Paris Olympics or the Super Bowl, but those are brief periods. “This is the first time we’re witnessing this sustained increase in a single city,” Lane stated.

Tanya Orbera, head of Real PR Travel, a vacation planning company, shared her excitement upon noticing how quickly hotels were booking up. Initially, she offered party bus packages with music and drinks to transport concertgoers, but slow sales led her to expand offerings to general travel to the coliseum, where vendors set up stalls and activities on concert nights. Orbera stressed the importance of capitalizing on the current opportunity to maximize earnings.

The area surrounding the coliseum has traditionally been a quiet commercial district dominated by financial institutions and office buildings. When Camilo Pulido opened his men’s beachwear store, Arrecife, six years ago, he was concerned about low foot traffic. Since the residency began, however, he has seen a noticeable increase in American tourists visiting his store, and online sales have more than quadrupled, driven largely by U.S. orders placed before concerts.

Pulido reported that revenue from January to June 2025 matched his entire previous year’s income. Despite the usual sales slump during hurricane season, this year he has hired four part-time employees, compared to only two before June.

Discover Puerto Rico is leveraging the influx of visiting fans and their spending to highlight local businesses beyond the usual hotspots and promote cultural experiences such as traditional bomba dance classes and coffee farm tours. The agency is also marketing local products, including swimwear inspired by the residency and designed by Pulido’s company.

Rosa Torres Feliciano, owner of the Tía Cocina café near Guaynabo, south of San Juan, has used Instagram to spotlight businesses she hopes concert attendees will support. She views this period as a crucial moment for mutual support and increased visibility among local entrepreneurs.

While not expecting everyone to visit her café, Torres Feliciano appreciates knowing that her establishment, along with those of friends and other small businesses, will welcome new customers during the residency.