The Bad Bunny effect: How a residency boosted local operator revenue by 14%

From July through September 2025, Bad Bunny performed a historic 31-show residency at the Coliseo de Puerto Rico in San Juan, a run unlike anything the island had ever seen. Merch shops popped up across San Juan, posters filled hotels and restaurants, and the overall buzz around the concerts was impossible to miss.

For local businesses, the impact was undeniable. In fact, FareHarbor operators across Puerto Rico saw the ripple effects firsthand. 

Between July 1 and September 14, 2024, and that same period in 2025, total transaction value (TTV) increased by 14%. This is nearly double the 7% increase in TTV Puerto Rico has seen in total this year.

That boost coincided directly with Bad Bunny’s residency, showing how much influence a major cultural event can have on the local economy.

And while this example comes from Puerto Rico, the lesson is broader. When a big act or event comes to town, whether it’s a concert, sports championship, or a festival, tour and activity operators have a prime opportunity to capture demand, engage new audiences, and grow revenue. 

Why these show mattered

Bad Bunny’s choice to root his residency at home wasn’t just a business decision, it was a cultural celebration. Instead of touring the United States, he invited the world to come to Puerto Rico, with the first nine shows reserved exclusively for local fans. “He could have done this anywhere… Vegas, any large city, and he chose Puerto Rico, where his roots are,” said Jorge Pérez, general manager of the Coliseum (CNN).

For fans, the concerts became more than performances; they were celebrations of identity and unity. At the final concert, streamed globally on Amazon, Bad Bunny himself thanked the crowd: “Thank you for letting me sing in my home in front of my friends, my family and my people… I love you, Puerto Rico” (USA TODAY).

That sense of pride and community spilled far beyond the arena. Hotels filled, restaurants were booked out, and visitors sought experiences tied to Bad Bunny’s story — from his childhood home in Vega Baja to guided tours in San Juan (CNN). Local artists also thrived: illustrator Sebastián Muñiz Morales, just 20 years old, designed merchandise featuring El Concho, a toad that became the residency’s mascot, and soon saw his work worn all over the island (CNN).

Tour and activity operators felt the momentum, too. At East Island Excursions, for example, bookings jumped 22% as visitors extended their stays to attend the concerts. “The energy across the island was incredible, and it definitely translated into a surge in tourism and private charters for us,” said Gabriela Molina Velilla, Sales & Experience Manager. 

“It was such a proud moment for Puerto Rico and a great example of how culture and music can uplift the entire hospitality industry,” she added.

In short, the residency proved that when a community rallies around a cultural moment, the economic benefits cascade through every sector — including tours and activities. For operators, it’s a reminder that your business is part of the local story visitors come to experience.

Steps you can take when big events come to town

Whether it’s Taylor Swift’s tour, a county fair, or a citywide festival, big events bring a surge of visitors — and with them, opportunities for tour and activity operators. These guests are already spending on tickets, travel, food, and lodging, which means they’re primed to discover and book experiences that make their trip even more memorable. Here are a few ways to prepare:

1. Stay on top of your local calendar

Set up an “event radar” for your city. Follow concert venues, convention centers, and tourism boards through social media or their newsletters so you can anticipate demand and plan your offers before travelers start booking.

You can also set up a reminder to check new announcements each month to ensure you stay on the pulse of everything that is happening locally. 

2. Boost your marketing during event weeks

• Run a promo code: Even a small discount (like 10%) can motivate both fans who are already spending big on travel or locals who want to capitalize on a deal. Position your promo code as an exclusive “event weekend offer” to create urgency and particularly target that audience. 
• Create an exclusive, limit-time Package: Bundling is a proven way to increase booking value. Whether you choose to pair two experiences or bundle a tour with a retail item, Packages make it easy to encourage guests to spend more in a single booking flow. For example, pair a snorkel tour with a sunset cruise or a bungee jump with a branded t-shirt. To maximize visibility, highlight the event connection directly in your listing so travelers know it’s a limited-time offer.
• Look to culture for inspiration; During Bad Bunny’s residency, East Island Excursions launched two new tours — the Café & Salsa Tour and Afternoon Delight Tour — both rooted in Puerto Rican culture and designed for visitors seeking local flavor between concert nights. It’s a great example of how aligning your offerings with the energy of a major event can attract travelers and locals alike.
• Spread the word: Promote your offers with targeted emails, boosted social posts, and a banner on your website. The key is making sure your event-specific campaign is visible where and when customers are planning.

Pro tip: You don’t have to discount if it doesn’t fit your business. Simply tailoring your messaging — like “post-concert brunch tour” or “festival downtime excursion” — can be just as effective.

3. Collaborate with local businesses

Partnerships can take your event strategy further. Consider collaborating with nearby operators and businesses to cross-promote each other to the influx of travelers and foot traffic during big events. This can be as simple as sharing promo codes, swapping fliers, or building word-of-mouth connections. Just like we saw in San Juan during Bad Bunny’s residency — community is key.

Plus with Cross-Sell Combos you can take that collaboration online. This feature lets you team up with other FareHarbor operators so guests can book multiple experiences from both businesses in a single, seamless checkout.

Some ideas to spark inspiration:

• Food tour + local wine tasting for concertgoers
• Museum visit + hands-on art workshop during a festival weekend
• Whale watching + sunset kayak for guests extending their stay
• Bike rental + self-guided audio tour for fair attendees looking to explore town

By collaborating, you’re not just boosting your own revenue — you’re creating curated experiences that help visitors connect more deeply with your destination.

What operators can take away from the Bad Bunny effect

Bad Bunny’s residency proved the power of a cultural moment to move an entire economy — boosting travel, filling restaurants, inspiring artists, and driving a 14% increase in local operator revenue. But the lesson isn’t limited to Puerto Rico.

Anytime a big event comes to town, you should prepare in advance, market strategically, and collaborate with your community to turn that extra traffic into success.