Reggaeton star Bad Bunny’s Puerto Rico concert residency is expected to generate at least US$200 million for the island, as its tourism industry surges.
About 600,000 people are set to visit Puerto Rico for Bad Bunny’s 30 concert dates, estimated Puerto Rican tourism promotion agency Discover Puerto Rico. Puerto Rico reported major growth in passenger arrivals and accommodation bookings through 2024, with its tourism industry recovering from the territory’s exit from bankruptcy in 2022.
More than 80,000 tickets to these concerts were sold within eight hours, generating over US$11 million in revenue. The first nine dates are only open to Puerto Rican residents, and all 30 concerts are now sold out.
The island saw a 7% increase in room nights booked last year, with 8% growth in passenger arrivals at its largest airport. “Puerto Rico's tourism industry has reached new heights in 2024, solidifying our position as a leading global destination,” said Discover Puerto Rico chief marketing officer Leah Chandler at the time.
With Bad Bunny’s residency beginning on Friday, the hotel occupancy rate for July and August is almost 70% higher than one year ago. These concerts could generate almost US$200 million from hotel packages booked with the residency’s production company alone, per Discover Puerto Rico.
Major 2024 tours by musicians like Taylor Swift and Coldplay led to spikes in hotel occupancy of more than 80% in some cities, according to travel and hospitality insights firm Lighthouse.
"Music tourism drives concentrated spikes in room demand around concert dates, often at premium rates — offering hoteliers the chance to uplift their revenue,” Lighthouse wrote. “Beyond higher occupancy, average daily rate (ADR) and dynamic pricing opportunities, it unlocks upsell avenues like themed packages (pre-show dinners, fan meet-and-greet add-ons) and partnerships with promoters for exclusive guest experiences.”
Tourism jobs in Puerto Rico could also temporarily rise by around 3% during the residency, according to Moody’s assistant director Gustavo Rojas-Matute. The island added 5,300 leisure and hospitality jobs from October 2023 to October 2024, reaching a total of 101,300.
The residency will run from 11 July to 14 September at San Juan’s José Miguel Agrelot Coliseum, which seats 18,500.
Puerto Rico’s economic activity has now returned to growth, reaching its highest level in more than a decade, according to a May report by the Federal Reserve Bank of New York. Private employment on the island is at an all-time high.
However, the island’s infrastructure has struggled in recent years, with major blackouts in April and December. The territory’s governor has pledged to improve its electric grid and end its contract with power distribution company Luma Energy.
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