Data Behind the Beat: Visa data reveals Bad Bunny’s Puerto Rico Residency drove double-digital spending growth
Miami, FL, October 6, 2025 – 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 made a lasting impact far beyond the stage. Drawing fans from around the globe, the event boosted Puerto Rico’s tourism appeal, drove double-digit growth in consumer spending, and energized local businesses during a typically slower travel season, according to insights from Visa Consulting & Analytics (VCA)¹.
“Our analysis shows that Bad Bunny’s residency not only brought fans together but also delivered measurable economic benefits to Puerto Rico’s tourism, hospitality, and small business sectors,” said Javier Vazquez, Head of Visa Consulting & Analytics, Latin America and the Caribbean. “By leveraging Visa’s powerful data and insights, we can help destinations, businesses, and policymakers better understand spending patterns, identify growth opportunities, and make informed decisions that drive sustainable economic impact”.
Spending drove the beat of the economy
- Overall spending in San Juan with all Visa payment methods during the ten weekends of the residency analyzed increased by nearly 20%, compared to the same period last year.
- On show days, areas in a 2-kilometer radius from the residency venue saw more than 15% surge in international spending, boosting economic activity.
Tourism hits a high note
- The residency significantly boosted Puerto Rico’s appeal as a travel destination, even during hurricane season. Visitors from United States led in arrivals, followed by Dominican Republic and Spain. Spending by international Visa cardholders in San Juan rose more than 35% year-over-year, with the highest spenders being nationals of these three countries.
- Tourism-related sectors in San Juan saw the largest benefits. Fast food led the charge in spending increase, while food experienced a 75% boost and lodging and clothing each saw more than a 30% surge during the concert dates analyzed, all compared 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
- Contactless transactions by local and international cardholder in San Juan increased by 70% during the residency, reflecting the island’s progress in adopting modern payment technologies.
“Music is a catalyst for connection, and this residency has proven it is also a powerful driver of sustained economic growth and global tourism,” said Luciana Resende Lotze, Head of Marketing for Visa Latin America and the Caribbean. “Visa is proud to be part of this milestone as sponsor of the event, supporting an artist whose vision for this residency was to put Puerto Rico on the map, strengthen its economy, and uplift its communities. We are honored to have contributed to this transformative moment and to witness this powerful event come to life”.
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.
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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.