Bad Bunny’s Super Bowl Show Drives Renewed Interest in Puerto Rico
Photo Credit: El Conquistador Resort will host two meetings industry events in 2026 and 2027. El Conquistador Resort
Skift Take
The "Bad Bunny effect" from his 2025 concert residency and Super Bowl LX halftime show is leaving its mark on Puerto Rico, which will host two major meetings industry association events this year and next.
Bad Bunny's 31-show residency at the Coliseo de Puerto Rico has been directly cited as fueling the island's cultural and tourism momentum, generating $70 million in ticket and concession revenue, 48,000 overnight stays, and 10,000 temporary jobs.
Concertgoers from the residency have become "ambassadors" for the island, said Discover Puerto Rico's CEO Jorge Pérez.
Then came the artist's Super Bowl LX halftime performance.
Since then, the Discover Puerto Rico website has seen 537,000 visitors, an increase of 16% month-over-month. Expedia reported that flight searches to Puerto Rico surged 245% compared to the same period the prior year, while searches for his hometown of Vega Baja skyrocketed 1,450%.
Planners Are Taking Notice
Puerto Rico's meetings, incentives, conferences, and exhibitions sector secured 262,779 room nights in 2025, an 18% increase over the prior year, generating an estimated $207 million in economic impact. During a press conference at the Professional Convention Management Association's Convening Leaders in January, Perez said he expects to quadruple the number of visitors in the next 6 years.
PCMA will be taking its Business Events Summit (previously EduCon) to El Conquistador Resort in Puerto Rico this June, with an anticipated 850 attendees.
Perez is out to spread the word that Puerto Rico is a year-round destination. During Bad Bunny’s residency, he said that 300,000 people came to Puerto Rico during July, August, and September.
Several factors make the destination particularly attractive for corporate meetings and incentive programs. The fact that no passports are required for U.S. travelers had a big influence on Financial & Insurance Conference Professionals’ decision to bring its 70th anniversary Annual Conference to El Conquistador Resort in November of 2027. In addition, the FICP Executive Committee was looking for a destination that would elevate the attendee experience, and one that was in sync with FICP’s values and sense of community.
Whether Bad Bunny’s hit music will be worked into the meeting program is yet to be determined, but it is certain that the El Conquistador will be ready to showcase its extensive multi-phase renovation for the group. Other hotel developments include the new Four Seasons Resort, which opened in November, and the anticipated return of The Ritz-Carlton, San Juan later this year.
