Can Bad Bunny's residency spark sustainable travel among 600K fans?
Everyone's vacationing in Puerto Rico. Can the island handle it?
With an estimated 600,000 attendees over the course of the residency, the concert series is sparking what Glorianna Yamin, vice president of marketing at Discover Puerto Rico, called a "peak period for tourism."
Halfway around the world, Hawaii's high levels of tourism are having a negative impact on the islands. From overcrowded trails to traffic congestion, the Pacific islands have been actively seeking visitors who want to create a deeper connection with Hawaii. Puerto Rico, for its part, is paying attention.
"It's definitely a change for the industry," Yamin said. "The entire tourism industry is getting ready."
It's not just about the crowds. Discover Puerto Rico (DPR), the island's destination marketing organization, is using this moment to highlight the importance of responsible and sustainable tourism.
"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," Yamin said.
A concert that moves markets, people
The residency's announcement on Jan. 13 triggered a spike in travel interest. According to data from ForwardKeys, international flight searches to Puerto Rico jumped to over 510,000 in the week following the announcement - a more than sevenfold increase from the previous week. Cities like Los Angeles, Mexico City and San Francisco led the surge, affirming Bad Bunny's global influence and Puerto Rico's expanding appeal.
Hotel and rental bookings also steadily climbed. "Those reservations are much, much higher (compared to last year)," Yamin said.
And guests aren't just flying in and out for the weekend. "We're seeing peaks starting maybe Wednesday, Thursday," she added, explaining that many concertgoers are extending their stays.
To ensure that the influx of travelers has a positive impact, Discover Puerto Rico launched several campaigns online and in traditional media. One standout effort is the Return the Love initiative, a three-part video series promoting respectful tourism.
The second effort brought in 11 local partners (small, medium and large businesses) who offered practical advice on how to responsibly enjoy beaches, forests, and even Puerto Rican slang. "Partners actually got ownership," Yamin explained, referencing the pride local stewards felt. "For example, El Yunque said: 'This is my attraction.' It's about inviting visitors in the right way."
Shop 2025 Bad Bunny Puerto Rico tickets
The Green Path to Sustainable Travel
Another major initiative is The Green Path, a website designed to certify visitors as "responsible travelers." Visitors learn about sustainable lodging, excursions, and dining options through videos, quizzes, and immersive content. Those who complete modules unlock exclusive discounts from participating businesses. "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," Yamin said.
This aligns with the island's broader push to combat crowded or overrun areas by decentralizing tourism beyond the metro area. DPR encourages guests to explore other regions by offering curated itineraries and working closely with local businesses to offer concert-themed promotions. "Many hotels, restaurants, and partners are offering concert-specific packages to extend those visits," Yamin said.
A catamaran company is offering a dance-themed "Culebra Cafe and Salsa Tour" sailing experience with East Island Excursions. Local artisans are creating Bad Bunny-themed giveaways. Restaurants are crafting cocktails inspired by song titles. "They're getting very creative," she said, "and I get very excited seeing them ... It's going to impact the entire island."
Even amid the challenges of coordinating across the island, she sees this as a proud moment. "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," Yamin added.
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