SanSe 2026 to drive $9.9M impact as festival returns
Puerto Rico’s best-known cultural celebration is expected to deliver a multimillion-dollar boost to the island’s economy as the San Sebastián Street Festival returns to Old San Juan with expanded programming, strong visitor demand and a surge cruise activity.
Preliminary estimates from the Puerto Rico Tourism Company project that the 2026 festival weekend will generate more than $9.9 million in economic impact, more than double the amount recorded during the same period in 2025.
The forecast reflects anticipated cruise passenger arrivals and hotel occupancy during the four-day celebration, which traditionally marks the close of Puerto Rico’s extended Christmas season.
Between Jan. 15 and Jan. 19, the Port of San Juan is scheduled to receive 12 cruise ships, including seven transit calls and five homeport operations, bringing an estimated 37,359 passengers.
The Tourism Company estimates that cruise activity and related visitor spending will generate about $9,951,000 in economic activity across transportation, lodging, dining, retail and tourism services.
Hotel demand is also rising. Tourism Company-endorsed hotels in the San Juan area, including Old San Juan, Condado, Ocean Park, Miramar, Santurce and Río Piedras, have already recorded more than 14,000 room-nights booked from Thursday, Jan. 15, through Sunday, Jan. 18, with additional reservations expected as the festival approaches.
“The projections for the 2026 edition reflect the positive impact that this celebration has on the entire tourism value chain,” said Willianette Robles Cancel, executive director of the Puerto Rico Tourism Company. She noted increased demand for merchants in Old San Juan, as well as restaurants, artisans, hotels and tour operators during the festival period.
The Municipality of San Juan last month presented the official program for the 56th edition of the San Sebastián Street Festival, scheduled for Jan. 15 through Jan. 18. City officials described the event as the largest cultural festival in the region.
“The San Sebastián Street Festival is the largest cultural event in the Caribbean and a reflection of our identity as a people,” San Juan Mayor Miguel A. Romero said. “This year we present a program that honors tradition, elevates our culture and offers safe and memorable experiences for our families, visitors and all who love San Juan.”
The 2026 festival will be dedicated to Puerto Rican filmmaker, actor and director Jacobo Morales, whose career spans more than seven decades. Romero said Morales’ contributions to film, television, theater and literature represent the “essence of our people.”
Festival organizers said the event was planned with an emphasis on safety, accessibility and logistics. The organizing committee, led by San Juan First Lady Maritere González, said improvements were made to transportation planning, visitor management and tourist services.
“These festivities are a citywide effort designed to ensure a safe, inclusive and well-organized event that represents the best of San Juan,” González said.
Cultural programming will include the San Sebastián Cobblestone Historical Route, with guided tours of landmarks such as Casa Blanca, San José Church, the former Market Square and the José Campeche House. Tours will be offered Thursday and Friday, departing from the Tourist Information Center near Casa Blanca.
The festival will also recognize several cultural institutions, including the Arturo Somohano Philharmonic Orchestra, marking 75 years; the Casals Festival, celebrating 70 years; and the Committee for the Commemoration of the Centenary of Don Catalino “Tite” Curet Alonso. The recognitions will take place before the ribbon-cutting ceremony on Jan. 15.
More than 80 artisans and 47 micro-entrepreneurs are expected to participate in the Municipal Craft Fair across multiple plazas in Old San Juan. Religious events, children’s activities and family-oriented programming will also be part of the four-day celebration.
“San Juan is ready to welcome our residents and visitors to celebrate together the music, culture, history and joyful spirit that defines our city,” Romero said. “The San Sebastián Street Festival is a source of pride for our capital city and all of Puerto Rico.”
