Bad Bunny’s concert residency in Puerto Rico is driving a notable increase in tourism to the island. Discover Puerto Rico is leveraging this opportunity to advocate for responsible and sustainable travel practices. Local businesses are also embracing the moment by creating unique Bad Bunny-themed experiences and promotions aimed at visitors.
Bad Bunny’s lyrics warn, “Don’t let go of the flag … I don’t want them to do to you what they did to Hawaii” in his song “LO QUE LE PASÓ A HAWAii”, underscoring the need to protect his homeland amid a rising influx of tourists. As the island enjoys a surge in visitors, there are concerns about preserving its unique charm.
Puerto Rico, renowned for its vibrant culture, breathtaking beaches, and welcoming hospitality, is bracing for an unprecedented wave of tourists due to Bad Bunny’s concert series titled “No Me Quiero Ir de Aquí” (I Don’t Want to Leave Here). The ramifications extend well beyond the sold-out seats at the Coliseo de Puerto Rico.
With projections of around 600,000 attendees over the residency, Glorianna Yamín, vice president of marketing at Discover Puerto Rico, describes this as a significant “peak period for tourism.”
The situation parallels concerns in Hawaii, where excessive tourism is causing issues like overcrowding and traffic congestion. “It’s definitely a change for the industry,” Yamín noted. “The entire tourism industry is getting ready.”
Beyond managing crowds, Discover Puerto Rico aims to educate visitors about the importance of responsible tourism. Yamín explained, “We are making sure that we’re educating those visitors; first, so they behave as they should, but also so they’re intrigued about our culture, our music, our history, our gastronomy… things Bad Bunny touches on in his album and already has momentum with.”
Since the announcement of the residency on January 13, interest in travel to Puerto Rico has surged dramatically. According to ForwardKeys, international flight searches to the island soared to over 510,000 in the week following the announcement, a more than sevenfold increase from the previous week, with cities like Los Angeles, Mexico City, and San Francisco leading the charge, highlighting Bad Bunny’s global appeal.
The rise in tourist bookings has also been significant. Yamín shared that, “those reservations are much, much higher (compared to last year).” Many visitors are opting to extend their stays, with a notable influx starting mid-week.
To maximize the positive effects of this influx, Discover Puerto Rico has launched several campaigns. One of the standout initiatives is the Return the Love program, a three-part video series that promotes respectful engagement with the island.
Additionally, 11 local partners—businesses of all sizes—have collaborated to provide practical tips for responsibly enjoying the island’s natural attractions. Yamín commented, “Partners actually got ownership. For example, El Yunque said: ‘This is my attraction.’ It’s about inviting visitors in the right way.”
The Green Path website is another significant program aimed at certifying visitors as “responsible travelers.” This platform educates guests about sustainable lodging, activities, and dining, encouraging them to interact with the island in a way that enhances, rather than detracts from, its beauty. Yamín stated, “That traveler that wants to go to a place but wants to leave it better than what they found it – that has always been our core.”
This aligns with Puerto Rico’s strategy to disperse tourism more evenly across the island, encouraging exploration beyond the metropolitan area. Discover Puerto Rico is working closely with local businesses to offer concert-themed packages and itineraries for visitors.
A local catamaran company is even providing a dance-themed “Culebra Café and Salsa Tour” sailing experience, while artisans craft Bad Bunny-themed giveaways, and restaurants invent cocktails inspired by his song titles. Yamín expressed enthusiasm for the creativity of local businesses, noting, “They’re getting very creative, and I get very excited seeing them… It’s going to impact the entire island.”
Despite the challenges of coordinating across diverse locations, Yamín views this as a moment of pride. “We’re doing everything that we can for when those visitors come – they come educated, they come ready to explore the island… but in a responsible way,” she concluded.