Bad Bunny's residency boosts tourism in Puerto Rico: This is how the island is preparing to welcome thousands of travelers.

When artist Benito Antonio Martínez Ocasio, better known as Bad Bunny, released his album Un verano sin ti in 2022, he broke records by becoming the most-streamed artist worldwide. Songs like 'Moscow Mule,' 'Tití me pided,' and 'Yo no soy celoso' were heard in multiple corners of the planet. But beyond his musical success, his message of Puerto Rican pride put Puerto Rico on the tourist radar of his listeners , sparking interest in the culture, gastronomy, and landscapes of the country where the artist grew up.

This year, following the release of "Debí Tira Más Fotos," Bad Bunny surprised fans by announcing a 30-date residency, all in Puerto Rico, considered the birthplace of reggaeton. Although many viewed it as a challenge, the artist managed to sell out 400,000 tickets in just four hours. The concerts will take place between July and September at the Puerto Rico Coliseum, a venue that promises to become the epicenter of urban music during those months.

But how is this destination preparing to welcome the more than 600,000 tourists expected to visit the island, attracted by this musical phenomenon? EL TIEMPO spoke with Glorianna Yamin, vice president of marketing, and Davelyn Tardí, director of public relations for Discover Puerto Rico, about the strategies being implemented in the tourism industry : from strengthening the hotel offering to experiences designed to welcome what they consider a historic number of travelers.

Under the motto "Live Boricua," Discover Puerto Rico—the organization responsible for promoting the island internationally as a tourist destination —seeks to convey its cultural essence. "Boricua is a spirit, flavor, and rhythm that you will feel in every corner of our island. It is a state of mind and a way of life, embodied by our proud and passionate people. When you enjoy the warmth of our beaches, when you taste love in our food, when you accept the call of our adventures, you will also find that spirit within yourself," states the office, inviting everyone to discover every corner of this Caribbean paradise.

According to official figures, 39,000 Colombians visited Puerto Rico last year, a sign of travelers' growing desire to explore its culture , landscapes, and hospitality. "This type of visitor is looking for history, culture, art, gastronomy, and atmosphere, which are some of the island's attractions," explains Tardí.

Beyond San Juan, Discover Puerto Rico's commitment is to decentralize tourism so that this industry benefits other communities across the island. Puerto Rico is divided into six tourism regions: the Metro area, where the capital is located; the North; the East; the Central Mountain Range; the South; and the West.

“The residency will be something new for Puerto Rico. We've never seen something so massive,” Tardí emphasizes. He adds that, from a destination perspective, these events represent a unique cultural and musical moment , drawing global attention to the island.

"The months in which these concerts will be held are typically low season for tourism, and we're confident it will help us tremendously. We anticipate an economic impact of more than $115 million," Yamin says.

He also points out that, during these dates, they not only seek to position the destination as a venue for major events, but also to educate visitors about music, culture, and the many experiences they can enjoy beyond the concert.

"We have reggaeton, plena, and salsa tours; restaurants developing Bad Bunny-inspired menus and cocktails; and hotels offering discounts. We 're maximizing our content and ensuring we provide itineraries and recommendations to every visitor," says Tardí.

The Discover Puerto Rico spokesperson emphasizes that all industries are being positively impacted, which has led to the formation of a committee comprised of hotels, transportation companies, tour operators, and restaurants, all working together.

For his part, Yamin adds: “The Tourism Company is ensuring that the most popular attractions are ready to receive this number of tourists and are properly maintained to ensure travelers have the best possible experience.”

On the island, visitors will find various initiatives focused on sustainability. One of these is the farm-to-table concept, which promotes local and responsible consumption . Additionally, the Puerto Rico Tourism Company has a sustainability certification, requiring establishments and attractions within the industry to meet certain standards to obtain this seal.

“This certification ensures that the destination is integrating sustainable practices. There are key experiences, from chefs who use only local products to cocoa farms that employ sustainable farming practices . As an organization, we are developing initiatives and campaigns that allow us to educate and ensure that people travel responsibly,” explains Tardí.

As part of this commitment, Discover Puerto Rico launched a microsite, available on its website, called "Green Path," in celebration of Earth Day. The goal is for tourists to learn about the destination's sustainable practices before their trip . Through this platform, they can complete various steps to receive a certification that grants them discounts at partner establishments.

“It's a great way to reward visitors who took the time to educate themselves before arriving on the island, who understand these practices and what it takes to be a responsible traveler, which is exactly what we strive for as a destination ,” adds Glorianna Yamin.

The organization understands that sustainability is not only about caring for the environment, but also about preserving local history, culture, gastronomy, and heritage.

In a global context, where mass tourism is one of the most worrying issues for many destinations, such as Spain and Italy, the island is working to anticipate these challenges, protecting both visitors and local communities.

Tardí asserts that understanding residents' sentiment is key if they feel proud of the destination's promotion and the efforts being made. Additionally, the organization developed an availability calendar that tells travelers the best dates to visit Puerto Rico , thus avoiding peak seasons.

In this way, Puerto Rico not only continues to consolidate its position as the epicenter of reggaeton, salsa, and plena with events like Bad Bunny's residency, but also as a destination committed to sustainability and responsible tourism, in harmony with local communities, traditions, and the natural environment. In the coming months, the island will continue to prepare to welcome thousands of visitors who, beyond attending a concert, will have the opportunity to immerse themselves in Puerto Rican culture.

ANGIE RODRÍGUEZ - TRAVEL EDITORIAL - @ANGS0614