Visa Insights Data Behind the Beat: Visa data reveals Bad Bunny’s Puerto Rico Residency drove double-digital spending growth
The entertainment industry is entering a new era where music isn’t just a cultural force — it’s an economic engine. Large-scale concerts, superstar tours, and now high-profile residencies are reshaping tourism, boosting local economies, and putting cities on the global map.
The historic sold-out Bad Bunny’s residency “No me quiero ir de aquí” in the Coliseum of Puerto Rico, held from July 11 – September 20, 2025, has emerged as a beacon of this cultural shift. This unprecedented run transformed San Juan into a prime destination, attracting fans from around the world and igniting economic momentum far beyond the arena during the summer.
With exclusive insights from Visa Consulting & Analytics (VCA), this analysis reveals how the residency’s impact extended well beyond the music — driving tourism growth, increasing spending across industries, and uplifting local communities during what is traditionally a slower travel season driven by hurricane season.
Spending drove the beat of the economy
The story of this residency goes far beyond the stage. Visa insights indicate that overall spending in San Juan with all Visa payment methods during the ten weekends analyzed increased by nearly 20% compared to the same period last year. This surge demonstrates how major cultural events can stimulate economic activity even outside peak tourism months.
From the stage to the streets
Beyond the historic charm of Old San Juan and the Coliseum’s immediate surroundings, the resonance of the residency spread across nearby neighborhoods. On show days, music didn’t just fill the arena — areas within a 2-kilometer radius of the venue experienced a more than 15% surge in local and international spending, fueling a vibrant wave of activity throughout the community.
Tourism hits a high note
The residency played a key role in significantly boosting Puerto Rico’s tourism and cultural vibrancy – even during hurricane season, when the island often faces disruptions. From celebrities flying in to dance Bad Bunny’s beat in “La Casita” to fans travelling from around the globe, the island was center stage for international travel this summer. This influx of visitors helped supercharge an already remarkable recovery in tourist arrivals, which had grown by 6.5% in the first half of the year compared with 2024, clearly outperforming the Caribbean as a whole, where arrivals were down 0.5% year-on-year, according to The World Tourism Organization.
The United States led in number of visitors, followed by travelers from Dominican Republic and Spain. This rise in international tourism was reflected in the rise in spending by international Visa cardholders visiting San Juan, which increased more than 35%, compared to the same period last year. Top international spenders mirrored the visitors ranking, with cardholders from the United States at the forefront.
Accommodation boom
Hotel spending in San Juan by international visitors grew more than 35% compared to the same period last year, underscoring the strong accommodation demand generated by the event.
Local flavor in the spotlight
In San Juan, the largest spending spikes were seen in tourism-related sectors, as the city embraced the concert buzz. Fast food led in spending increase compared to the same period in 2024, while food category saw a 75% boost and clothing purchases surged more than 30% during the concert dates analyzed, transforming the city into a lively hub of activity and authentic Puerto Rican flare.
¹The analysis conducted by Visa Consulting & Analytics covers the ten weekends of the concert series from July 11 to September 14, 2025, and compares them to the same period in 2024.
The night San Juan lit up
The single highest spending day of the summer in San Juan occurred on August 1st, the first day the residency opened to international visitors. Spending activity that day was 50% above the seasonal average.
Tap to pay the beat
The residency also resonated in the realm of payment technology, as contactless transactions by local and international cardholders rose 70% in San Juan during the residency, highlighting the island’s growing digital maturity to accept contactless payments.
World-class entertainment and economic growth
The success of Bad Bunny’s residency “No me quiero ir de aquí” in the Coliseum of Puerto Rico transformed the event into a dynamic engine for economic and tourism expansion, solidifying Puerto Rico’s reputation as a vibrant cultural and musical hub on the global stage.
This historic residency underscores the powerful connection emerging between world-class entertainment and economic growth. Visa, an official sponsor of the Bad Bunny’s residency and a global leader in digital payments, is proud to be part of this milestone, supporting artists who are transforming the global music scene, helping uplift everyone, everywhere.
About Visa Consulting & Analytics
VCA is a team of 1,300+ payments consultants, digital marketing specialists, data scientists and economists across six continents. The combination of our deep payments consulting expertise, our economic intelligence and our breadth of data allows us to identify actionable insights and recommendations that drive better business decisions.
- Our consultants are experts in strategy, product, portfolio management, risk, digital and more with decades of experience in the payments industry.
- Our data scientists are experts in statistics, advanced analytics and machine learning, with exclusive access to insights from VisaNet, one of the largest payment networks in the world.
VCA’s consulting team analyzed data related to consumer transactions that took place through VisaNet in Puerto Rico, excluding Visa Direct-related transactions. The growth percentages are based on transactions made during the ten weekends of the concert series from July 11 – September 14, 2025, compared to the same period in 2024.