Tourists in Puerto Rico are embracing the Bad Bunny phenomenon, donning borrowed supermarket uniforms to recreate the superstar’s past.
The red polyester vests, relics from the Econo supermarket where Benito Antonio Martínez Ocasio, now known as Bad Bunny, once worked, have become popular photo props.
Delza Vélez, the HR head at Econo, recounts how Bad Bunny’s love for classic salsa and his habit of singing while collecting shopping carts hinted at his future stardom.
In 2016, Bad Bunny left Econo, leaving a note for Vélez. Two years later, his debut album marked the beginning of his meteoric rise.
The artist’s concert residency in San Juan, spanning from mid-June to mid-September, has significantly boosted Puerto Rico’s economy.
Bad Bunny has elevated the global profile of the U.S. territory by addressing Puerto Rican identity and struggles in his music.
Visitors are drawn to both his performances and the opportunity to explore the island he represents.
Tickets to his shows, featuring reggaetón and rap, are highly sought after, with fans lining up for days or waiting online for hours.
Eddie Villanueva, along with his son, traveled from Switzerland with a budget of $5,000 to fully immerse themselves in the Bad Bunny experience, including a $40 tour of his hometown, Vega Baja.
“Delighted. Incredible,” Villanueva’s son expressed about the experience.
Around three dozen hotels are offering Bad Bunny packages, which include concert tickets and have generated nearly $200 million, according to Discover Puerto Rico.
Hotel bookings have surged, with over 48,000 nights booked during a period when tourism typically slows down due to the Atlantic hurricane season.
Concert organizers reported selling 25,000 packages in a single day.
Hotel reservations on July 27 were 10% higher than the previous year, while short-term rentals have increased by 42% in August and 61% in September.
The concerts, with tickets costing hundreds of dollars, are expected to draw around 600,000 attendees.
Aviation analytics firm Cirium reports that flight bookings from the U.S. mainland to Puerto Rico’s main international airport have increased by almost 7% between July and September compared to the same period last year.
Puerto Rico’s promoters are focusing on the island’s culture rather than just its beaches.
“We can argue that they’re the prettiest, but they’re beaches. What makes us unique is the culture. No one can steal that,” said Ricardo Cortés Chico, a spokesperson for Discover Puerto Rico.
In Vega Baja, tourists visit Bad Bunny’s former high school, the Econo supermarket, and even the church where he was an altar boy.
The Villanuevas posed in front of a Bad Bunny mural on an agricultural supply store, purchasing “PR” caps for $20.
G8, a nonprofit in San Juan, offers a $25 bike tour called “I should have biked more,” inspired by Bad Bunny’s album, “Debí Tirar Más Fotos.”
Acción Valerosa partners with Los Pleneros de la Cresta, a music group that performs at Bad Bunny’s concerts, for the “Café con Ron” tour.
This tour takes tourists to Ciales, a coffee-producing town, and includes a workshop on traditional Puerto Rico’s music. Proceeds will fund a community center in a former casino.
University students are also capitalizing on the Bad Bunny phenomenon.
Julietta Dasilva, a fan from Denver, booked a $45 tour led by a local student instead of a commercial tour.
“I want to do it right,” she explained.
Traditional tourism in Puerto Rico included El Yunque tropical forest, Old San Juan, and nearby beaches. Now, concert attendees are exploring towns like Cabo Rojo to experience more of the island.
“Thanks to Bad Bunny, a lot of our landmarks have become known,” said Ángel Rodríguez, owner of the Boquemar hotel in Cabo Rojo.
The hotel, near a dock featured in a Bad Bunny video, has seen a 7% increase in customers this summer.
Visitors have inquired about seeing the Puerto Rican crested toad, featured in a Bad Bunny video, though it is difficult to find.
Heidy Crespo’s tours of Bad Bunny’s hometown have attracted dozens, generating approximately $1,000 in revenue.
“I never thought people would want to see where he worked,” she said. “But I love it. I love seeing people’s eyes shine.”
Vicky Galvez from Las Vegas traveled to San Juan with friends for the concerts, spending around $2,450.
She visited Bad Bunny murals and ate at La Casita Blanca, a restaurant popularized by the artist, supporting local businesses.
Their server mentioned the restaurant had been “complete bananas” since Bad Bunny was photographed there. “I did shop local, and that was great,” Galvez said.
Wilson Santiago Burgos, founder of the travel platform “Mochileando,” initially doubted government support due to Bad Bunny’s criticism of the island’s political parties.
However, tours were launched, food and drinks were named after his songs, and small businesses sold related merchandise.
“People are starting to consume, to produce things strictly from Puerto Rico,” Santiago Burgos said.
Bad Bunny’s message encourages visitors to explore and appreciate his homeland.