Music as a Pillar of Destination Marketing

The concert series, which has filled the Puerto Rico “Choliseum” since mid-July with its special tourism component, is erasing the low season from the visitor economy's records. Over 48,200 hotel stays have been sold since January, benefiting 34 inns inside and outside the San Juan metropolitan area. The economic impact of these hotel stays associated with Bad Bunny concerts is expected to exceed $196 million. The estimate could be higher if we factor in the increase in short-term rental reservations in San Juan, which registered 130% and 175% growth in August and September compared to the same months in 2024, a record year for tourism in Puerto Rico. 

Since the beginning of this decade, Puerto Rico has been among the most popular destinations. The number of articles, reports, and social media posts generated by concerts will significantly enhance the destination's international reach at a time when the industry appears to be undergoing uncertain times. 

We are in a privileged position to continue our leadership among our competitors. Tourists who travel to attend concerts have a widespread impact on the destination, based on similar experiences in other destinations. 40% use the trip to explore the place they are visiting. Furthermore, they tend to pay more for experiences and stays. 

Given this scenario and the special tourism component of the concert calendar, Discover Puerto Rico developed a strategy to capitalize on the opportunity presented by this influx of visitors. Three main objectives were outlined: 

1. Visitor dispersion: Promote lesser-known regions of Puerto Rico, encouraging tourists to explore beyond the traditional centers. This strategy will distribute the economic benefits throughout the island.
2. Pre- and Post-Experiences: Encourage music enthusiasts and attendees to extend their stays before and after the concert. To this end, content was generated to inspire travelers to take the time to explore the island and Puerto Rican culture.
3. Educating tourists and Locals: Ensuring that local businesses have the tools to properly guide tourists about our music and culture and encouraging visitors to treat local communities with respect. 

This plan began rolling out early in the year with the launch of the  Return the Love campaign, where well-known figures and industry leaders promote responsible visits to Puerto Rico through food, landscapes, dance, and music. The strategy is also reflected in The Green Path, oour sustainable tourism project, where visitors can explore some of the Island’s most responsible travel alternatives. Another key tool is the Availability Calendar, an interactive platform that highlights the regions best equipped to receive visitors.

But where this effort shines most is across social media and the website www.DiscoverPuertoRico.com. Specific content was created for concert attendees. Information about Puerto Rico’s musical legacy was updated. In collaboration with the celebrated maestro Ángel “Cucco” Peña, we developed an interactive music console where potential visitors can explore some of the Island’s most beloved genres. We also spotlighted special offers from industry partners and created recommended itineraries for concertgoers, complementing those generated by our website’s integrated AI assistant.

All these tools are available to ensure that every accommodation, tour guide, transportation provider, restaurant, and anyone who encounters a tourist can guide them to a positive experience on our Island. The idea is to provide visitors with the tools to enjoy the best possible experience at our destination. Everyone's goal should be for visitors to have such a good time that they return and recommend us as the place with the best music and a welcoming culture, offering the best experience if you treat the destination with respect. The results of all this effort are already being seen, but we still need to push for more, so we foster new seasons of continued growth.