Tourists in Puerto Rico this summer are swapping the usual sun-and-sand routine for something far richer: an immersive journey into the island’s culture, history, and the legacy of its most famous son, Bad Bunny. Since mid-June, the global superstar’s 30-show residency, titled No Me Quiero Ir de Aquí (“I Don’t Want to Leave Here”), has transformed San Juan into a musical pilgrimage site and sparked an economic revival that’s reverberating well beyond the concert venues.
Bad Bunny, born Benito Antonio Martínez Ocasio in Vega Baja, once worked at a local Econo supermarket, gathering carts and singing classic salsa tunes as a young man. In 2016, he left that job with a note for his boss. Two years later, he exploded onto the world stage with his debut album. Now, as one of the most streamed artists globally, he’s using his star power to shine a spotlight on Puerto Rico’s identity, struggles, and resilience.
This summer’s residency, running through mid-September at the Coliseo de Puerto Rico José Miguel Agrelot, isn’t just a series of concerts. According to the Associated Press, it’s a cultural event that’s drawn thousands of visitors, many of whom are eager to experience the island through Bad Bunny’s eyes. “He always liked going to the parking lot to gather the shopping carts because it seemed that he felt free there and would sing,” recalled Delza Vélez, the head of HR at Econo, a detail that now charms fans who don red polyester vests for photos at his old workplace.
The numbers are staggering. Nearly three dozen hotels have offered Bad Bunny packages, generating almost $200 million, Discover Puerto Rico reported. Over 48,000 hotel nights have been booked during the residency, and short-term rentals are up 42% in August and 61% in September compared to last year. The concert is expected to attract a whopping 600,000 people. Even flights from the U.S. mainland to Puerto Rico’s main airport have jumped by nearly 7% over the same period, according to Cirium, an aviation analytics firm.
“Delighted. Incredible,” said Eddie Villanueva, 23, who traveled from Switzerland with his father, both named Eddie, for a full Bad Bunny experience on a $5,000 budget, including a $40 tour of Vega Baja. Their journey is hardly unique. Fans are flocking to the singer’s old haunts: his high school, the church where he served as an altar boy, and the agricultural supply store with a mural of his likeness. For $20, the Villanuevas bought caps emblazoned with “PR,” beaming as the cashier grinned back.
But this isn’t just about fandom. Bad Bunny’s music and activism invite visitors to see Puerto Rico as more than a tourist playground. His lyrics tackle the island’s chronic blackouts, the displacement of locals due to tax breaks for wealthy outsiders, and the everyday realities that most vacationers never glimpse. In a radio interview, he reflected, “Tourists come to places like Puerto Rico, enjoy themselves for a little while, see the best landscapes, the best sunsets, do a bit of dancing, eat some good food. Then they leave, and they don’t find out about, or don’t have to deal with, the problems the country is going through.”
This call for deeper engagement has inspired a wave of new tours and experiences. Old San Juan’s Memoria (De)Colonial project offers alternative walking tours, delving into the city’s colonial past and the effects of recent gentrification. “With visitors, it’s always a moment of reflection on how they travel,” said Sofía Martínez Rivera, coordinator of the (De)Tour project. These tours, launched in late July, run Fridays in English and Saturdays in Spanish to accommodate concertgoers.
Music, of course, pulses at the heart of the experience. At El Imán restaurant in Loíza’s Piñones area, live bomba performances—rooted in the traditions of enslaved Africans—take place on Thursdays and Sundays. Bomba workshops are held every Sunday at the Ismael Rivera Foundation in Santurce, while La Casa de la Plena Tito Matos museum preserves the legacy of plena, a genre once dismissed by elites but cherished by working-class and Black Puerto Ricans.
Nonprofits have also jumped in. G8, based in San Juan, launched a $25 guided bike tour called “I should have biked more,” riffing on Bad Bunny’s latest album Debí Tirar Más Fotos. Another group, Acción Valerosa, partnered with Los Pleneros de la Cresta to create the “Café con Ron” tour, which ferries visitors to Ciales for coffee and a workshop on traditional music, with proceeds supporting a new community center.
Even university students are getting involved, offering local tours for fans who want an authentic perspective. Julietta Dasilva, a longtime fan flying in from Denver, chose a $45 student-led tour over commercial options, saying, “I want to do it right.”
The economic ripple effect is undeniable. The Boquemar hotel in Cabo Rojo, featured in a Bad Bunny video, has seen a 7% increase in customers, owner Ángel Rodríguez told the AP. “Thanks to Bad Bunny, a lot of our landmarks have become known.” In Vega Baja, tours of the singer’s hometown have generated about $1,000 in revenue, according to guide Heidy Crespo, who’s delighted by the newfound interest. “I never thought people would want to see where he worked,” she said. “But I love it. I love seeing people’s eyes shine.”
Visitors are spending generously—around $2,450 per trip, including concerts and local experiences, according to reports. Restaurants like La Casita Blanca in San Juan have seen business boom after being featured in Bad Bunny’s social media, with two-hour waits now common. “I did shop local, and that was great,” said Vicky Galvez, who flew in from Las Vegas for the concerts.
But the Bad Bunny effect isn’t just about tourism dollars. His presence has encouraged a new appreciation for Puerto Rican culture and resilience. According to The New York Times, Casa Pueblo in Adjuntas, a nonprofit founded by environmental activists, operates Puerto Rico’s first community-owned solar microgrid, a beacon of energy independence in an island plagued by power outages. The town of Lares, famous for the 1868 rebellion against Spanish rule, now draws visitors to its murals, monuments, and even an ice cream shop offering flavors like rice and beans or garlic—quirky, yes, but distinctly Puerto Rican.
In Jayuya, the Museo de Nuestros Mártires, run by Ernesto Dávila Marín, honors those who fought for independence and civil rights. Bad Bunny’s music pays tribute to these struggles—his song “La Mudanza” references the criminalization of the Puerto Rican flag and the sacrifices made for sovereignty. “I realized how unfair we’ve been to our heroes and our martyrs,” Dávila Marín said, reflecting on his decision to open the museum 25 years ago.
Back in San Juan, Plaza de los Salseros celebrates the salsa music that inspired Bad Bunny’s “Baile Inolvidable,” recently selected by The New York Times as one of the best songs of the year. For those who want to dance, Eco’s Sports Park offers beginner salsa lessons, followed by live bands and open dance floors—a true taste of Puerto Rican nightlife.
Wilson Santiago Burgos, founder of travel platform Mochileando, admitted he once doubted the government would embrace Bad Bunny’s influence, given the artist’s sharp criticism of local politics. But he’s been proven wrong. Tours, food, drinks, and merchandise inspired by the star now abound, and small businesses are thriving. “People are starting to consume, to produce things strictly from Puerto Rico,” Santiago Burgos said. Bad Bunny’s message to fans is clear: “This is the homeland that I love … I invite you to get to know it.”
As the final notes of his residency ring out in September, one thing is certain: Bad Bunny has given Puerto Rico more than a summer of sold-out shows—he’s sparked a cultural awakening, inviting the world to see the island in all its complexity, beauty, and grit.
