“Don’t let go of the flag … I don’t want them to do to you what they did to Hawaii,” Bad Bunny sings in his song “LO QUE LE PASÓ A HAWAii.”
The singer and global phenomenon has made it clear that his homeland of Puerto Rico is at a pivotal moment in its history. Tourism is up, but with it comes the risk of losing what makes the island special.
Puerto Rico has long been known for its vibrant culture, stunning beaches and warm hospitality – but this summer, the island is gearing up for an unprecedented influx of visitors thanks to Bad Bunny’s concert residency, “No Me Quiero Ir de Aquí” (I Don’t Want to Leave Here). And the effects are being felt far beyond the sold-out seats at Coliseo de Puerto Rico.
Everyone’s vacationing in Puerto Rico. Can the island handle it?
Puerto Rican celebrities, including musicians Residente and Bad Bunny, attend a rally to celebrate the resignation of Puerto Rican Gov. Ricardo Rossello in San Juan, Puerto Rico July 25, 2019.
With an estimated 600,000 attendees over the course of the residency, the concert series is sparking what Glorianna Yamín, 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,” Yamín 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,” Yamín 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),” Yamín said.
A fan registers online to buy tickets after making a line to get a card with a code to see Bad Bunny on his residency in San Juan, Puerto Rico, Jan. 15, 2025.
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,” Yamín 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.”
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,” Yamín said.
Fans line up to buy tickets to see Bad Bunny on his residency in San Juan, Puerto Rico, Jan. 15, 2025.
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,” Yamín said.
A catamaran company is offering a dance-themed “Culebra Café 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,” Yamín added.
This article originally appeared on USA TODAY: Can Bad Bunny’s residency spark sustainable travel among 600K fans?