Numerous reports have chronicled the “Swift Lift” economic boost that pop star Taylor Swift creates in destinations where she performs. Will Bad Bunny have the same effect in Puerto Rico?
The award-winning Puerto Rican rapper, singer and songwriter recently announced his first-ever residency in Puerto Rico, with a series of sold-out concerts this year at Coliseo de Puerto Rico from July 11 through Sept. 14.
Multiple observers are predicting a surge in visitors, similar to what other destinations have reported as a result of Taylor Swift concerts.
“Bad Bunny will absolutely have a similar effect,” said Rob DelliBovi, owner and CEO of RDB Hospitality, a travel agency specializing in VIP travel and concierge services. “A bonus is that Bad Bunny is Puerto Rican, so the hometown show aspect could create a pilgrimage effect from Puerto Ricans around the world — not to mention, all the others who love his music and shows.”
The idea is: Come for Bad Bunny, but stay for Puerto Rico. Meaning, don't just come for a concert; experience the island.
Amarilys Rivera Roena, director of sales for Aloft San Juan, agrees.
“Much like Taylor Swift, Bad Bunny is more than just a musical artist; he's a cultural icon with a massive, dedicated fan base,” she said. “Without a doubt, Bad Bunny’s residency will have a similar, if not greater, impact on Puerto Rico’s economy. Much like the ‘Taylor Swift effect,’ we anticipate a significant influx of travelers planning their trips around his concerts.”
Hotels and Tourism Experiences Stand to Benefit
Bad Bunny’s presence in Puerto Rico will also enhance the island’s cultural tourism, Rivera Roena adds.
Aloft San Juan is one of several hotels participating in concert package offerings through Vibee. Another is Sheraton Puerto Rico Resort & Casino.
Mariela Reymundi, director of sales and marketing for Sheraton Puerto Rico Resort, expects a healthy economic boost for the island this summer.
“Bad Bunny’s residency has already made a significant impact on the island’s tourism,” she said, noting that the Sheraton is in the process of creating a hotel-specific package for those who already have or don’t need tickets. “More than 20 hotels are offering special experiences, while local brands are aligned with his movement. This summer promises to be unlike any other for Puerto Rico, as fans from around the globe view the island not only as the home of his concert series, but also as a vibrant destination they can explore.”
More than 20 hotels in Puerto Rico are offering special experiences related to Bad Bunny.
Credit: 2025 Caribe HiltonMike Garcia, general manager of Caribe Hilton, also sees the residency as an opportunity for more visitors to be exposed to Puerto Rico’s many charms.
"The announcement of Bad Bunny’s residency will likely generate interest in Puerto Rico this summer; we are optimistic about the positive impact of showcasing our island’s unique blend of culture and modern appeal to concertgoers who are drawn to explore Puerto Rico’s beaches, history and vibrant food scene,” he said. “Bad Bunny has already had a profound cultural impact, and this residency will likely amplify that.”
Rivera Roena agrees about the far-reaching positive effect.
"This monumental event will undoubtedly spark a significant boost in travel to the island,” she said. “Fans from around the world will not only attend the concerts, but will also explore Puerto Rico’s breathtaking landscapes, vibrant culture and unmatched hospitality. The residency is more than a series of concerts. This event will create incredible opportunities for local businesses, the hospitality sector and tourism. We expect to welcome visitors who want to connect with the essence of Puerto Rico while experiencing Bad Bunny’s artistry.”
And there is a very strategic reason these shows are in the summer — that is the slow season in San Juan. Any added tourism will be a bonus for the market.
Stephan Watts, owner of Dreamcatcher hotel and Dreamers Welcome vacation rentals in San Juan, is also among the hoteliers preparing Bad Bunny-related packages.
“We are currently working on a plan of creating a special walking tour for this summer, related to the Bad Bunny residency,” he said. “The idea is: Come for Bad Bunny, but stay for Puerto Rico. Meaning, don't just come for a concert; experience the island. We are thinking of making this tour complimentary for guests staying with us at least three nights.”
Bad Bunny's residency is attracting LGBTQ+ travelers.
Credit: 2025 The Tryst
Bad Bunny’s residency is helping attract diverse market segments to Puerto Rico, according to Tristan Schukraft, founder and CEO of Tryst Hospitality, which owns The Tryst Beachfront Hotel, a property with a large LGBTQ+ clientele.
"Bad Bunny has the kind of cultural reach that turns events into global moments,” he said. “His LGBTQ+ fan base, in particular, is incredibly loyal and willing to travel to support him. We’re expecting his residency to create a ripple effect. Beyond boosting tourism, it will position Puerto Rico as a hub for culture, music and community.”
Schukraft hopes the artist’s residency will continue to boost visitor numbers even after the final concert ends.
"Beyond the immediate excitement, we’re hopeful for a long-term effect,” he said. “Many Americans still don’t realize Puerto Rico is part of the U.S., meaning no passport is required to visit this stunning tropical destination. Bad Bunny’s residency could help change that, introducing even more travelers to everything Puerto Rico has to offer.”
With only resale tickets available, travel advisors and their clients should make travel arrangements as soon as possible, according to DelliBovi of RDB Hospitality.
“My best advice is to book in advance by encouraging your clients to make fast and firm decisions,” he said. “And there is a very strategic reason these shows are in the summer — that is the slow season in San Juan. Any added tourism will be a bonus for the market.”
