Puerto Rico native Bad Bunny is returning to his roots this Summer, hosting a series of concerts at the Coliseo de Puerto Rico. As the nation stands at a critical moment in its history, where tourism is taking off and local culture stands at risk, the Puerto Rican tourism board is taking the opportunity to promote a more sustainable form of tourism.
Between 11 July and 14 September 2025, singer Bad Bunny will be hosting a series of 30 concerts in Puerto Rico. The residency, known under the name ‘No Me Quiero Ir de Aquí’ (I Don’t Want to Leave Here), will take place at the Coliseo de Puerto Rico is expected to boost the country’s tourism sector far beyond the concerts alone.
The impact of the residency became clear from the start. Bad Bunny announced the events on 13 January 2025 (with tickets selling out a few days later) and according to data gathered by ForwardKeys, international flight searches to Puerto Rico reached 510,000 the next week – about seven times as many as the week before. Especially flights departing from Los Angeles, Mexico City, and San Francisco proved to be popular.
Since then, hotel bookings and other holiday rentals have reached all-time highs, and according to Glorianna Yamín, vice president of marketing at Discover Puerto Rico, people are clearly extending their stay beyond the actual concert date.
“It’s definitely a change for the industry. The entire tourism industry is getting ready. 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,” Glorianna Yamín told USA Travel Today.
Indeed, on his latest album ‘Debí Tirar Más Fotos’, Bad Bunny makes a case for Puerto Rico and against the consequences of mass tourism. His song ‘LO QUE LE PASÓ A HAWAii’ directly addresses the issues at stake, such as protecting the local culture and being aware of the possibly negative impact of overtourism.
“Don’t let go of the flag … I don’t want them to do to you what they did to Hawaii,” he sings.
Tourism but do it sustainably
In order to ensure a positive outcome for Puerto Rico, the tourism board has launched several initiatives to educate tourists and to try and limit the ecological impact of the growing visitor numbers. For example, the campaign ‘Return the Love: A Call to Celebrate Puerto Rico’ is an invitation to explore Puerto Rico responsibly and to leave both natural and cultural sites better then they found .
“Whether it’s supporting local businesses, protecting natural resources, or embracing our culture with gratitude, these are simple ways to travel mindfully. Through short videos and tips from local experts, you’ll learn how to enjoy Puerto Rico in a way that respects the destination and preserves its magic for generations to come.”
Another campaign launched by Discover Puerto Rico is called ‘The Green Path’. By completing four learning modules about sustainable tourism, travellers can obtain a certificate proving they’re ‘responsible travellers’, which in turn unlocks exclusive discounts from participating businesses.
According to Alejandro Pabón, the Move Concerts promoter behind the residency, about 200.000 international concert goers are expected, which is a milestone in itself. The period of the concerts isn’t a coincidence either, as the month of July is traditionally the least popular to visit the country.
Moreover, the global number of international visitors might be even higher than the 200.000 concertgoers from abroad who bought a ticket, and the ‘No Me Quiero Ir de Aquí’ residency might even start a trend. In an interview with Billboard, travel and concierge expert Rob Dellibovi, CEO of RDB Hospitality, states other artists might very well follow in Bad Bunny’s footsteps by opting to host a residency in their native country instead of organising an international tour, thus effectively boosting the tourism industry.
