Bad Bunny residency projected to bring $36M to Puerto Rico gov’t
A new study commissioned by the Municipality of San Juan estimates that global music icon Bad Bunny’s upcoming concert residency, “No me quiero ir de aquí” (“I Don’t Want to Leave Here”), will generate a global economic impact of $377 million. More than 80% of that activity — approximately $302 million — is projected to be concentrated in San Juan, with about 3,642 jobs created, including direct, indirect and induced employment, according to Advantage Business Consulting.
San Juan Mayor Miguel Romero shared the findings during a press roundtable ahead of the residency, which is set to run from July 11 to Sept. 14 at the Puerto Rico Coliseum. The 30-show residency is expected to bring $36 million in direct revenue to the Puerto Rican government, including $2.3 million for the city’s municipal treasury.
The event will also generate the equivalent of 40,000 hotel room nights and $25 million in media exposure, according to Discover Puerto Rico. More than 500,000 visitors are expected to travel to San Juan over the three-month period, driving foot traffic in tourist areas such as La Placita, Río Piedras and the Trocadero area near the Coliseum. The municipality has allocated about $1.3 million for public safety, emergency response, cleaning, and other support services during the event.
In the lead-up to the concerts, digital engagement has surged. More than 62 million people have interacted with event-related content, potentially generating an additional $4.6 million in economic activity. Data from AirDNA show that short-term rental bookings in San Juan are up 174% for August and 200% for September compared to the same period last year.
Cultural and community events are also planned as part of the city’s broader promotional effort, branded “De aquí pa’l mundo” (“From Here to the World”). These include performances by public-school students in Tren Urbano stations, family-oriented activities such as yoga sessions, beach festivals and street runs, and artisan markets and culinary workshops in Río Piedras. Small-business kiosks will operate in the Trocadero area, and immersive job-training opportunities will be offered through the WIOA program.
Visa joins as official sponsor
Visa has been named the official sponsor of the residency, offering exclusive perks to cardholders, including venue access benefits, free shuttle transportation between nightlife districts (La Placita, Trocadero, Río Piedras and Lote 23), and a 20% discount program at 25 selected businesses. Visa partnered with Banco Popular de Puerto Rico for an early ticket window on July 3 and is promoting the effort through digital and on-site channels.
“Partnering with an artist who has transformed the global music scene reflects our mission to connect people with unforgettable moments,” said Luis Guerra, Visa Puerto Rico’s country manager. “This residency not only showcases Puerto Rico on a global stage but also offers Visa users a unique way to engage with live entertainment.”
Other brands are also taking part. MasterCard will host weekend events at hubs including La Placita, Río Piedras, Trocadero and Lote 23, while Adidas and Mercedes-Benz are organizing a Formula 1 demo run on Aug. 2 in San Juan.
Economic impact assessments will be conducted five weeks into the residency and again at its conclusion.
