Puerto Rico has long been a cradle of creativity, shaping global music, artistic talent, and cultural expressions. Beyond celebrating our heritage, Bad Bunny's historic residency has redefined the economic possibilities of our creative industries, demonstrating how they can become a new economic engine for the island, powering job creation, driving tourism, and repositioning Puerto Rico as a leader in the global creative economy.
A sector with Real Economic Power
According to a study by Invest Puerto Rico, the island’s creative industries generate more than $8.7 billion in annual economic output, employ over 87,000 people, and support more than 4,100 businesses.
From music and film to design and advertising, these industries are catalysts for wealth creation. They already contribute around 2% of Puerto Rico's GDP, with a ripple effect that boosts tourism, gastronomy, and a wide range of professional services, among other sectors.
The island’s influence is also reflected globally. In 2025, Puerto Rico became the seventh-largest music-exporting country in the world, surpassing nations like Brazil, Sweden, and Japan. The United States, Mexico, and Spain are among the top markets consuming Puerto Rican music, led by global icons like Bad Bunny but backed by an entire ecosystem of producers, composers, and creators. This is a testament to the global demand for Puerto Rican sound, talent, and narrative.
A Residency That Changed the Game
Bad Bunny's residency turned a cultural celebration into an economic opportunity. Over 400,000 tickets sold out in just hours via Ticketera, Puerto Rico's leading ticketing platform. The event generated $11 million in ticket sales and shattered a Guinness World Record, with Ticketera distributing over 21,000 unique promo codes in under eight hours for in-person ticket verification.
The impact is unprecedented. Early estimates of Discover Puerto Rico estimate the island will benefit from a $200 million direct economic impact, tens of thousands of hotel nights booked, and unprecedented global media exposure. Also, according to a study from the University of Puerto Rico (UPR), for every $1 million invested, the residency would generate $2 million in economic activity and create approximately 21 jobs, contributing more than $456,000 in wages.
The Ripple Effect in Action
Bad Bunny’s series of 30 concerts in Puerto Rico unleashed a powerful ripple effect across the island’s economy, energizing the entire creative ecosystem. According to the University of Puerto Rico, these concerts are expected to generate $27 million in direct spending by attendees on essentials such as food, transportation, and lodging. Beyond that, an additional $26.5 million indirect economic impact is projected as this spending circulates through other sectors.
This impact reached far beyond the stage, benefiting a wide array of sectors, including audiovisual producers, graphic designers, set designers, photographers, advertisers, event planners, restaurants, hotels, retail stores, tour operators, and countless other local businesses. Key cultural districts like Santurce, Condado, and Old San Juan are also experiencing this effect with a noticeable surge in the nighttime economy.
In fact, a study from Invest Puerto Rico revealed that for every $1,000 generated by Puerto Rico’s creative industries, an additional $895 is produced in supporting sectors, amplifying the reach and influence of this thriving ecosystem far beyond the main event.
Embracing the AI Shift
This historic moment coincides with the rapid rise of artificial intelligence (AI), representing another opportunity for Puerto Rico to position its creative economy as a safe harbor for authenticity.
As AI reshapes how creative work is produced, distributed, and monetized, the very definition of creative value is evolving. By leveraging our vibrant artistic community, deep-rooted cultural heritage, and emerging innovation ecosystem, the island has a unique opportunity to lead in this new era. Puerto Rico can become a destination where tradition and technology meet, setting a new global standard for how creative industries evolve in the age of AI.
A Case for Public Policy
This phenomenon brings a clear message: when we activate the creative ecosystem, we activate Puerto Rico. To fully capitalize on this momentum, we need strategic public policy. While initiatives like Law 60 offer incentives for film productions, much remains to be done to establish a comprehensive framework that:
- Establishes a dedicated creative industries office to provide continuity and ensure the sector’s growth.
- Expands incentives to other creative sectors beyond film.
- Invests in cultural and entertainment infrastructure.
- Encourages artist residencies and large-scale cultural events.
- Develops and retains local creative talent.
A Pathway to a New Economic Model
Bad Bunny's residency is more than a concert series. It is clear evidence of the untapped economic potential within Puerto Rico's creative industries. This sector can generate quality jobs, export talent, attract high-value tourism, strengthen our cultural identity, and position Puerto Rico as a creative epicenter in the Caribbean and the Americas.
If we seize this moment, we can turn creative industries into a pillar of a more sustainable, inclusive, and resilient economic model for Puerto Rico.
