Bad Bunny’s residency shows Puerto Rico’s leadership gap
Bad Bunny’s recent residency in Puerto Rico has been rightly celebrated as a cultural and economic triumph. His shows brought waves of tourists, pumped money into local businesses and put the island in the global spotlight.
Yet, as much as we applaud this success, we must confront a hard truth: pride — no matter how vibrant or genuine — is not an economic strategy that will sustain Puerto Rico’s long-term growth.
There is no denying the sheer magnitude of Bad Bunny’s impact. His team harnessed local identity, wrapped it impeccably for global audiences and turned a summer residency into an economic boom.
For weeks, the island thrived on the energy of his brand, proving that cultural pride can be a powerful tool for economic activity.
Puerto Rico is not without entrepreneurs making bold moves and investments taking place across various sectors.
These efforts, while commendable, have yet to reach a scale capable of sustaining a nation’s economy consistently. So, the question remains: Where are our visionaries — those leaders with the foresight and grit to build a resilient economy that lasts beyond seasonal highs and fleeting moments of pride?
Puerto Rico has always been proud — celebrating our athletes in the World Baseball Classic, rallying behind Miss Universe contestants and honoring our boxers and musicians. These moments spark unity and joy, but cultural pride is an emotional asset, not a business model. It fuels bursts of activity but does not replace the systemic planning and infrastructure investment necessary for long-term prosperity.
As a conservative, I do not share Bad Bunny’s political views, but I must acknowledge one undeniable fact: he is a marketing genius. He and his team have shown how to take a local brand and sell it on a global scale with remarkable success.
That is a lesson worth studying. What can we learn from his approach? How can our leaders borrow from this playbook to craft strategies that reflect Puerto Rico’s unique culture while driving sustainable economic development?
If an artist and his team can move the economic needle so profoundly, why can’t our elected officials, economists and tourism experts? Where is the bold, innovative leadership we need to harness Puerto Rico’s potential year-round — not just during headline-grabbing events?
Our island celebrates its pride — and rightly so. But pride alone is not an economic model. Temporary successes fueled by celebrity-driven tourism bursts will never substitute for steady, visionary planning. Puerto Rico needs comprehensive policies that attract investment, create lasting jobs and build resilient infrastructure.
Bad Bunny’s residency is more than just a summer win — it is a wake-up call. It spotlights both what is possible and what we are missing. If we are serious about Puerto Rico’s future, we must demand from our leaders the same energy, precision and vision that an artist and his marketing team demonstrated with ease.
The lessons are clear. Pride can open doors, but it cannot hold them open. The future belongs to those with vision, strategy and the courage to build beyond the moment. Puerto Rico deserves nothing less.
Antonio Santos is a hospitality and tourism professional with more than 30 years of industry experience. In 2024, he ran for Puerto Rico’s House of Representatives in San Juan’s District 1 as a candidate for Proyecto Dignidad. He advocates for entrepreneurship, small-government policies and economic independence, combining practical industry knowledge with a focus on long-term growth opportunities for Puerto Rico.
